在当前金融市场竞争日趋激烈的态势下，YC农商银行作为一家地方性金融机构，在争夺优质企业客户方面遭遇了双重挑战。一方面，大型企业和跨国公司更倾向于与全国性或国际性大型银行建立合作关系；另一方面，尽管中小企业数量庞大，但由于其规模较小和信用记录不完善，银行在发展这些客户时面临较高的风险。因此，如何精确识别并有效维护优质企业客户，成为了YC农商银行提升市场竞争力和实现可持续发展的核心课题。

         本研究首先对YC农商银行当前的企业客户结构进行了深入分析，识别了存在的问题和不足。然后构建了一个全面的优质企业客户评价指标体系，该体系包括财务实力、信用状况、市场潜力、管理能力等多个评价维度。进一步从产品策略、价格策略、渠道策略和促销策略等四个方面，提出了YC农商银行优质企业客户的营销策略优化策略建议。最后，为确保优质客户营销策略的顺利实施，提出了建立优质客户协同联动提升机制、构建潜力型客群常态化维护机制、建立数字化定制化营销体系、配备高素质专业人才、打造智慧风险控制方案等五个方面的保障措施。

        本研究为YC农商银行提供了一套较为客观的优质企业客户评估工具，有助于精准识别和挖掘潜在客户价值。通过案例分析和实证研究，验证了所提出的营销策略优化建议的有效性和可行性。本研究为其他金融机构在优质企业客户的拓展与维护方面提供了有益的借鉴和参考。

       In today's increasingly competitive financial market, the YC Agricultural and Commercial Bank, as a local financial institution, has faced the dual challenge of competing for high-quality commercial clients. On the one hand, large companies and multinational corporations prefer to establish cooperative relationships with large national or international banks; on the other hand, despite the large number of small and medium-sized enterprises , the bank faces higher risks in developing these clients due to their small size and imperfect credit information. Therefore, how to accurately identify and effectively retain high quality business customers has become a key issue for YC Agricultural and Commercial Bank in order to increase its competitiveness in the market and achieve sustainable development.

         This study first conducted an in-depth analysis of the current corporate customer structure of YC Agricultural and Commercial Bank and identified the existing problems and deficiencies. Then a comprehensive evaluation index system for high-quality enterprise customers was constructed, which includes multiple evaluation dimensions such as financial strength, credit status, market potential, and management ability. Further, from four aspects including product strategy, price strategy, channel strategy and promotion strategy, suggestions for optimizing the marketing strategies of high-quality enterprise customers of YC Agricultural and Commercial Bank were put forward. Finally, to ensure the smooth implementation of the marketing strategy for high-quality customers, five safeguard measures have been proposed, including establishing a collaborative and interactive improvement mechanism for high-quality customers, building a regular maintenance mechanism for potential customer groups, establishing a digital and customized marketing system, equipping high-quality professional talents, and creating an intelligent risk control plan.

        This study provides YC Agricultural and Commercial Bank with a relatively objective set of assessment tools for high-quality enterprise customers, which is helpful for accurately identifying and exploring the value of potential customers. Through case analysis and empirical research, the effectiveness and feasibility of the proposed optimization suggestions for marketing strategies have been verified. This research provides useful references and guidance for other financial institutions in the expansion and maintenance of high-quality enterprise customers.

[1]林海仪.客户关系管理在企业市场营销中的价值思考[J].中国商论,2020,(07):65-66.DOI:10.19699/j.cnki.issn2096-0298.2020.07.065.

[2]徐川.导入区块链模式下的客户关系管理(CRM)变革策略——针对商业银行的管控系统MCS转型[J].管理会计研究,2020,3(04):73-78+88.

[3]杜亚飞.关系营销视角下中小商业银行个人客户价值评价体系研究[J].长春工程学院学报(社会科学版),2019,20(01):65-68.

[4]林文渊.“以客户为中心”的零售银行商业模型分析——通过“个人客户阶梯”推动业务发展和优化绩效考核[J].国际金融,2019,(06):48-54.

[5]陈博.基于A银行数据仓库的个人中间业务与客户群体特征关系研究[J].中国信用卡,2019,(07):57-62.

[6]方胥良.商业银行基层行个人客户分层管理研究[J].农银学刊,2020,(03):47-51.

[7]黄琦. “病毒营销理论”在图书馆的应用初探[J]. 图书馆工作与研究, 2015(10):4.

[8]王楠. 市场营销如何下好大数据“先手棋”[J]. 人民论坛，2020，(15)：182-183.

[9]康俊，刁子鹤，杨智，宋美娜. 新一代信息技术对营销战略的影响：述评与展望[J]. 经济管理，2021，43(12)：187-202.

[10]高童. 新流量时代企业品牌营销策略探析——评电子工业出版社《品牌营销:新流量时代品牌打造与运营方法论》[J]. 价格理论与实践, 2022(4):1.

[11]戴艳清, 王璐. “国家数字文化网”服务营销策略研究——基于7Ps营销理论视角[J]. 国家图书馆学刊, 2018, 27(3):7.

[12]李飞. 生活者营销:一个新的营销理论框架[J]. 北京工商大学学报:社会科学版, 2022, 37(4):12.

[13]吕怀涛. Alderson营销思想拾遗——兼论营销理论的几个基本问题[J]. 财经问题研究, 2019(12):9.

[14]周正龙, 简昕格. 零售商嵌入专业技术的营销策略研究[J]. 中国管理科学, 2022, 30(6):10.

[15]雷莉. 互联网时代企业市场营销策略研究-评《“互联网+”战略下中国市场营销发展研究》[J]. 当代财经, 2022(4):2.

[16]毕翔. 后疫情时代短视频营销模式重构与优化策略研究[J]. 价格理论与实践, 2021(10):4.

[17]雷洪勤. 自媒体时代图书营销策略研究[J]. 科技与出版, 2019(7):4.

[18]毛照昉, 冯博, 刘伟,等. 在线旅游平台混合不透明营销策略选择研究[J]. 系统工程理论与实践, 2018, 38(3):10.

[19]李德轩. 互联网及移动互联网时代品牌营销的传播策略浅析[J]. 出版发行研究, 2017(6):4.

[20]李强, 翁智刚, 高丁卉. 顾客参与能力识别:内涵,方法与策略[J]. 外国经济与管理, 2021:15-18.

[21]沈俏蔚, 李季, 孙亚程,等. 万物互联时代的大数据营销创新专栏介绍[J]. 管理科学, 2021, 34(5):2.

[22]Hofmeister-Toth A ,Kelemen K,Piskóti M.Life paths in Hungary in the light of commitment to sustainability[J].Interdisciplinary Environmental Review,2012,13(4):323-339.

[23]Hasheminejad H M S ,Khorrami M .Data mining techniques for analyzing bank customers: A survey[J].Intelligent Decision Technologies,2018,12(3):303-321.

[24]Elfarmawi W .Correlation Between Customer Relationship Management System Usage, Product Innovation, And Customer Satisfaction[J].Foundations of Management,2019,11(1):23-32.

[25]Taghipour M ,Mowloodi S E,Mahboobi M, et al.Application of Cloud Computing in System Management in Order to Control the Process[J].Management,2020,3(3):

[26]Xu M ,Wang Y ,Yang F , et al.Synthesis and biological evaluation of a series of multi-target N-substituted cyclic imide derivatives with potential antipsychotic effect[J].European Journal of Medicinal Chemistry,2018,14574-85.

[27]Ritter T ,Geersbro J .Multidexterity in customer relationship management: Managerial implications and a research agenda[J].Industrial Marketing Management,2018,6974-79.

[28]Ghalenooie B M ,Sarvestani K H .Evaluating Human Factors in Customer Relationship Management Case Study: Private Banks of Shiraz City[J].Procedia Economics and Finance,2016,36363-373.

[29]Mingshuo L ,Miao Y ,Kevin H , et al.Algorithm and hardware co-design co-optimization framework for LSTM accelerator using quantized fully decomposed tensor train[J].Internet of Things,2023,22

[30](美)唐·舒尔茨.整合营销传播何西军等译[M].北京：中国财政经济出版社，2005:15-17.

[31]Hartmann Nathaniel N, Wieland Heiko, Vargo Stephen L. Converging on a New Theoretical Foundation for Selling[J]. Journal of Marketing, 2018,82(2):1-18.

[32]Vaidas Lukosius, Michael R Hyman. Marketing Theory And Big Data[J]. The Journal of Developing Areas, 2019,53(4):217-228.

[33]Mohsen Hebatalla, Mahir Nakip, Mustafa Likos. Real Estate Marketing and Factors Impacting Real Estate Purchasing: An Application on Turkey[J]. International Journal of Applied Management Sciences and Engineering (IJAMSE), 2019, 6(2): 102.

[34]Flege, J.E.The Phonological Basis of Foreign Accent: A Hypothesis[J]. Tesol Quarterly, 2020, 15(4): 443-455.

[35]Raddats C,Easingwood C.Services growth options for B2B product-centric businesses[J].Industrial Marketing Management,2010,39(8):1334-1345.

[36]Khowaja R H,Feroz A.Unethical pharmaceutical marketing in Pakistan: a systematic review[J].Journal of Pharmaceutical Health Services Research,2020：11.

[37]徐安琪.G银行南昌分行个人零售客户营销策略优化研究[D].江西财经大学,2023.

[38]苏鹏,王亚东.基于客户体验的电力营销优质服务提升的策略研究[J].中文科技期刊数据库（全文版）经济管理, 2023.

[39]金鸿博.中国工商银行CC分行机构业务营销策略研究[D].吉林财经大学,2023.

[40]刘钢.HYT公司客户关系管理策略优化研究[D].西南大学,2022.

[41]葛任.金融客户画像驱动的商业银行精准营销策略研究[J].上海商业, 2023(9):39-41.

[42]段丽佼.邮储银行A分行理财产品营销策略研究[D].西北农林科技大学,2023.

[43]张莹莹.V村镇银行网格化营销策略研究[D].云南师范大学,2022.

[44]吴涛.Z银行小微信贷业务的数字营销策略研究[D].吉林大学,2022.

[45]陈捷.大数据背景下银行企业客户服务营销策略研究[J].营销界, 2023(7):83-85.

[46]魏圣尧.商业银行贷款业务营销策略研究[J].今商圈, 2023(2):0033-0036.

[47]王健.中信银行HB分行小微企业贷款营销策略研究[D].中南财经政法大学,2022.

[48]陈仁东.基于生命周期理论的语言资源数字管护策略[J].邵阳学院学报(社会科学版),2024,23(06):72-78.

[49]饶凡凡.生命周期理论下民营企业内部控制体系构建策略探析[J].活力,2024,(22):94-96.

[50]宋宁.基于生命周期理论的企业财务战略研究[J].中国产经,2024,(22):125-127.

[51]蔡金雨,赵诗程.基于生命周期理论“独角兽”企业可持续盈利能力分析[J].销售与管理,2024,(32):3-5.

[52]于澍州.基于企业生命周期理论的逸胜大化公司融资策略优化研究[D].大连海事大学,2024.DOI:10.26989/d.cnki.gdlhu.2024.000794.

[53]季忠和.市场细分理论在地市级报业集团营销创新中的应用[J].商业观察,2023,9(27):50-53.

[54]吴煜璠.市场细分理论在企业市场营销中的应用[J].商场现代化,2021,(06):62-64.DOI:10.14013/j.cnki.scxdh.2021.06.022.

[55]魏清晨.目标市场细分理论综述及案例分析[J].现代商贸工业,2021,42(07):36-37.DOI:10.19311/j.cnki.1672-3198.2021.07.017.

[56]杨艳.市场细分理论下营销策略的搭建分析[J].商业经济,2017,(02):31-33.