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Маркетинговое исследование корпоративного рынка как средство проектирования банковских решений
Науковедение. 2014. № 2(21). С. 1–25.
Rasskazova A. N.
The purpose of this article is to study the target segment of corporate bank market in order to reveal the demand for financial products and to incorporate this demand into solving the problem of Banking Business Planning with Corporate Clients. The article defines the retail market demand potential for bank products, analyses the prospective viability of providing additional bank products to retail market customers, and identifies the corporate customer’s informational portrait. On the basis of obtained results, the problem of maximizing the bank’s extra profit from serving trade network operators.
The research is confined to the client base of one major Russian bank operating in the northwest region of Russia: it will be useful to adapt the material of this article to studying target sectoral markets nationwide. This article constitutes the groundwork for organizing effective bank marketing that guarantees a congruity of the bank’s resources and capabilities with the demands and requirements of the market in which it operates.
Research target:
Economics and Management
Language:
Russian
Keywords: эффективностьeffectivenessпроцесс планированияусловная оптимизацияcorporate market customerconditional optimizationbanking productsmarket research in bankingplanning processinformational portraitрынок корпоративных клиентовбанковские продуктыбанковское маркетинговое исследованиеинформационный портрет
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