Research On Logistics Finance Marketing Strategy From The Perspective Of Commercial Bank

With the increasing openness of financial market after China enters WTO, competition situation domestic commercial banks facing goes increasingly fierce. On the one hand, foreign banks with solid strength and advanced management have established firms in China, their assets development has been speeded up remarkably. Meanwhile, nonbank institutions such as security companies, trust companies and insurance companies begin to provide financing service, which challenged to the traditional business of commercial banks. Commercial banks are facing an unprecedented survival threat. How to develop new market, increase intermediary services income and profit space on the basis of risk reducing becomes a problem which banks pay attention to. On the other hand, exploiting small and medium-sized enterprises (SMEs) market provides new thoughts for commercial banks, but small operational scale, high existence pressure, imperfect financial systems and low information transparence pervade all SMEs. Banks are unwilling to grant loan to SMEs which result in finite scope and depth of market developing and constriction development.As a new financial service, logistics finance developed in recent years and become new bank growth point. To commercial banks, logistics finance innovation in risk control manifest that it makes full use of the movables and rights created during supply chain production as guarantee and extend good credit ability of core firms to up and down-trend firms; in market development manifest that it takes SMEs as market guidance thus fill the financing gap widely exist in them. Logistics finance in China is only in its infancy and its tremendous potential has not been widely known. So tighten logistics finance development and marketing, fully exploit the potential of financial market will make commercial banks in a good position in the fierce market competition. This paper will combine logistics finance practice and marketing theory from the angle of commercial banks to analyze logistics finance marketing, in order to offer references to constitute logistics finance marketing strategy suitable for its present situation and enhance its development as well as competitive capacity of banks.First, this paper will start from literature to understand development course of logistics finance and domestic research, then form scientific and systemic recognition from theoretical height; secondly, aimed at the present situation of logistics finance marketing, this paper focus on the following three aspects: product, pricing, place and promotion to discuss logistics finance marketing according to its characteristics which distinguish from other commodities and financial products; finally, chose Binhai New Area as analyzing object, combined with the location of Binhai New Area, this paper provides countermeasures and suggestions to logistics finance marketing for commercial banks within the area.