Analysis Of Differentiated Marketing Strategy Based On Corporate Customer Portrait

Since 2021,C hina’s real economy has gradually recovered,and the financial supervision of the banking industry is gradually seeking a balance between "supporting the development of the real economy" and "preventing and defusing financial risks".The market economic environment for the banking industry’s legal operation has also undergone significant changes.In 2020,commercial banks achieved a cumulative net profit of 1.94 trillion yuan,a decrease of 2.51 percent from 2019,and their profitability declined.With the change of financial environment,the business scope of non-bank financial institutions such as insurance and securities gradually overlapes with that of commercial banks,and their products tend to be homogenous,while the business competitiveness of traditional banks is limited.In the face of complex business environment,whether commercial banks can identify and grasp high-quality customers is crucial for the survival and development of commercial banks.From the perspective of the current inter-bank competition pattern,the five state-owned banks have their own advantages in their scale and policies,being in a leading position in the market competition.The twelve national joint-stock commercial banks have the advantage of flexible operation and the strength to compete on the same stage with the five major banks in the market competition.They are the intermediate force in China’s current commercial banking system and essential components of our national economy in social development.Urban commercial banks,rural commercial ba nks,rural credit cooperatives,etc.,making up for the commercial Banks in urban areas to cover the problem of insufficient,become supplement in the banking system.Additionally,foreign banks with their rich operation experience are also splitting high-quality customers of the state-owned banks.All kinds of banking institutions compete fiercely for high-quality customers,which makes the domestic banking market enter into a brutal competition environment.As tier-one branch,if C Branch of G Bank wants to gain a foothold in this regional market,it must first be able to find the highest quality customers,distinguish the characteristics of marketing corporate customers quickly and accurately,and provide targeted,personalized products and services with differentiated marketing strategies,so as to gain a place in the fierce competition in the banking market.Taking the corporate customers of C Branch of G Bank as the main research object,the thesis collects and collates the corporate customer data of C Branch by the end of 2020.By analyzing the current status and existing problems of the current customer hierarchical marketing C branch,the K-means cluster analysis method is adopted to cluster the corporate customers of C branch.The company’s customers are divided into high value customer group,potential customer group,general value customer group and low value customer group,and then based on the stratified results,the differential marketing scheme is formulated and the guarantee measures to realize the differential marketing strategy are analyzed.The layering result is that the company’s customers are divided into four categories,namely high value customer group,potential customer group,general value customer group and low value customer group,and differentiated marketing strategies are formulated according to the characteristics of customers.In order to solve the three problems in daily marketing,one is how to identify customers with different values;Second,what marketing strategies should be used for different customers;Third,what kind of products should be configured for customers with different values.In the new situation,the competition of commercial banks is becoming increasingly fierce,and the needs of corporate customers are constantly changing with the development of the company.The traditional extensive marketing of banks has been difficult to meet the needs of customers,and enterprise customers need more accurate marketing.In this context,it becomes more important to mine the company’s customer data,formulate the corresponding marketing strategy and configure products.This thesis adopts the method of cluster analysis to make portraits of corporate customers and formulate corresponding marketing strategies,which has strong theoretical and practical significance for commercial banks to market enterprises and configure products.The theoretical significance of this study lies in enriching the theory of corporate customer stratification,providing a reference for the selection of corporate customer stratification indicators,and also enriching the application scope of portrait analysis.In a practical sense,first of all,corporate business,as one of the important sources of income for banks,optimizes the marketing plans of corporate customers,which helps to achieve a win-win situation for banks and enterprises;Secondly,with the increasing number of risky customers in the banking industry,how to identify and master high-quality corporate customers determines their competitiveness and profitability;Finally,as a joint-stock commercial bank,the multi-dimensional hierarchical indicators adopted in this thesis and the differentiated marketing plan formulated by Bank G are also applicable to the customer marketing of other branches or similar financial institutions.