The Research Of Marketing Strategy Of Agricultural Bank Of China Fuzhou Hudong Sub-branch's Intermediate Business

After the 1990's, commercial banks domestic and overseas accelerate the development of intermediate business,and the commercial banks in China take the intermediate business as the main measure to implement their strategic transformation, to increase their revenue, and to raise their profit-making ability .The ICBC,BOC,CCB,and other listing commercial banks ,which benefit from the advantageous change on the business environments and their focus on intermediate business,are boarding their fields in intermediate business,increasing their revenue,and optimizing their revenue structure. As a state-owned commercial bank which is not listing yet, although the ABC strengthen its input on intermediate business to amend its disadvantage ,it have to make new improvements on marketing,organization,business procession and innovation ,especially on the strategy, the idea ,the method and the skill on marketing,to narrow the difference with other commercial banks. To improve the intermediate business in ABC Fuzhou Hudong sub-branch ,this thesis makes some research on its marketing strategy .This study has seven chapters. It is based on the theory of the 4Ps marketing portfolio ,analyzing the general status, the development on intermediate business, the internal and external market circumstances with the method of Theory with Practice, Analysis with quality and quantity , comparative analysis. With the probe on the development of intermediate business in ABC Hudong sub-branch ,based on the subdivision of the market , the target market, the Market positioning and the marketing portfolio were ascertained in this study, highlighting the strategies on product, price, promotion, and passage. In the last part of this study some suggestions were made on the development of intermediate business in ABC Hudong sub-branch .