商业银行实施集团客户整体营销策略研究

Strategy of Commercial Banks to Conduct Holistic Marketing to Institutional Customers

企业集团在经济生活中发挥着举足轻重的作用,具有业务需求量大、需求品种覆盖面广,整体抗风险能力较强的特点,是商业银行长期、稳定的利润来源。本文通过对商业银行集团客户整体营销的理论与实践分析,提出了一整套商业银行实施集团客户整体营销的策略方案:主要包括建立总行、分行、支行联动的营销模式,构建以“客户经理部”为载体的网络化营销管理模式,建立健全考核体系和分配机制,实行集团授信的方式控制关联交易风险,借助网上银行为平台推广现金管理服务,加强融资产品创新及注重有效产品服务策略等。

Enterprise groups play a vital role in our economic life, featuring huge business amount, wide range of business varieties and strong risk-resistance as a whole. They are the longstanding and stable income sources for commercial banks. In this paper, the theory and practice of holistic marketing to institutional customers by commercial banks are analyzed and a complete set of seven strategic plans is initiated. They are: 1) Establishing a marketing model involving the joint efforts from head office, branches and sub-branches, 2) Establishing a networked marketing model based on Departments of Customer Managers, 3) Establishing and improving assessment system and income distribution mechanism, 4) Controlling connected transactions through group credit extension, 5) providing cash management service via the platform of on-line banks, 6) Strengthening the innovation of financing products and 7) Highlighting the service strategy of effective products.