Study On Marketing Strategy Of Corporate Customrers Of Industrial And Commercial Bank Of China Qinhuangdao Branch Business Department

With the deep-going of the open policy, competition among Chinese commercial banks became harder, as the basic branch of state-owned commercial banks, business department of Industrial and Commercial Bank of China Qinhuangdao branch faced the situation of continuous dropping market share of international business. Based on the experience of working, the writer analyzed marketing strategy of corporate customers , and give the reconstruction proposal. This thesis includes five chapters, about thirty eight thousand words.The first chapter is divided into four sections.First, the writer puts forward the brief situation of Industrial and Commercial Bank of China, head office and object of study-Qinhuangdao branch business department; it's history and analyzing the marketing strategy of different period. Then ,the writer analyses problems of marketing and marketing strategy. And the third, the writer gives the significance and goal of study, interprets the importance of marketing strategy under situation nowadays, hopes to rebuild the marketing strategy of object of study, and promote the healthy development of marketing. In the fourth section, the writer gives the structure of thesis.The second chapter is summary of relative theories and achievements , it is divided into three sections.In the first section , the writer gives a summary of bank marketing theories. Presents the definition of commercial bank marketing, and other theories of 4C,4P etc. The second section is introduction of the development course of marketing of Western bank. The third section is introduction of operational transform of Western commercial bank and its'enlightenment , points out that tendency of international banks I is the direction of Chinese commercial banks. The fourth section is condition of Chinese banks. Analyses the practice,experience and weakness. In the third chapter , the writer makes a SWOT analyzation of corporate businesses of ICBC Qinhuangdao branch business department. Analyzation gives base of reconstruction of marketing strategy. In the fourth chapter, the writer gives ideas of reconstruction of marketing strategy. First , definite the goal of marketing ,then establish the standards of customer evaluation, then classify customers , formulate marketing strategy, make combinational decision of marketing, then the last, optimize the marketing system.In the fifth chapter, the writer gives methods that guarantee the strategy.