国有商业银行对企业集团客户整体营销体系研究

Study of the Integrated Marketing System of State-Owned Commercial Banks regarding Enterprise Group CustomersThe Study Group of Urban Finance Society, Shandong Province

随着我国经济的快速发展,企业集团已经成为国民经济的支柱和商业银行市场争夺的焦点。目前,国有商业银行存在着对集团客户整体营销观念落后、联动营销缺乏合力、适应集团客户的金融产品研发滞后以及与集团客户之间信息不对称等问题。对此,作者提出了整体营销的概念,并设计了对集团客户构建整体营销体系的基本思路:建立整体联动营销机制;建立科学的整体营销绩效评价体系;建立以首席客户经理为首的客户经理小组营销组织体系;建立科学合理的内部利益共享和分配激励机制;加强对集团客户风险的集中管理和统一控制;建立以客户为中心的产品研发体系;建立企业集团客户关系管理系统等。

With the rapid development of China?'s economy, enterprise groups have become the pillar of national economy and the core of the market competition among commercial banks. At present, problems still exit that state-owned commercial banks have to deal with, namely: outdated concept of integrated marketing towards institutional customers, lack of cooperation in joint marketing, lagging R && D of financial products suitable to institutional customers and unbalanced information access among institutional customers. Therefore, we put forward the idea of integrated marketing and basic principles in this regard. To this purpose, we attempt to create an integrated group customers-oriented marketing system, an integrated joint marketing mechanism, a scientific integrated marketing performance appraisal framework, a marketing structure of customer manager team headed by chief customer manager and a scientific internal profit sharing and distribution incentive system. In so doing we can strengthen the comprehensive management of and control against group customer risks; establish a customer-centered R&&D system as well as an enterprise customer relationship management system.