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A Study of Marketing Strategy of ABC Shenyang Branch

Author: HuNing
Tutor: ZhaoDeZhi
School: Liaoning University
Course: Business management
Keywords: Customer Lifetime Value Retail business Marketing Strategy
CLC: F832.2
Type: Master's thesis
Year: 2011
Downloads: 109
Quote: 0
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Abstract


With the liberalization of financial markets in the post-WTO , the major commercial banks marketing environment has undergone profound changes , the four state-owned commercial banks are also facing increasingly fierce competitive environment , diverse and personalized financial services market environment . Compared with other commercial banks , state-owned commercial banks in China is lagging behind business philosophy , practical applications obvious misunderstanding and defects , competitive environment requires state-owned commercial banks in China must be converted to the marketing concept and model to improve the competitiveness of banks . This article is based on the financial markets to full liberalization and financial globalization background , select the marketing strategy of China's state-owned commercial banks as the theme, customer lifetime value theory as a starting point , the retail business of the Agricultural Bank of China , for example , improve the competitiveness of the line the angle of the agricultural Bank of China Shenyang Branch of the retail business marketing strategy . This paper introduces the development process of the lifetime value of theoretical concepts and models , and the Agricultural Bank of China Shenyang Branch of the marketing status quo, existing problems are analyzed ; then pointed out the feasibility and necessity of the commercial banking application lifetime value theory ; once again , detailed calculation model based on the lifetime value theory , and the agricultural Bank of China as a case study ; lifelong theory of value - based marketing strategy to enhance the Agricultural Bank of China Shenyang Branch of the Bank are given specific advice . Intense competition, changes in customer demand , product features and characteristics of the various stakeholders markets and commercial banks , decided to change the traditional marketing model to become the inevitable choice of China's commercial banks , established on the basis of customer lifetime value marketing strategy can effectively improve the competitiveness of the commercial banks .

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CLC: > Economic > Fiscal, monetary > Finance, banking > China's financial,banking > Banking system and business
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