Construction Bank Changzhou Branch City Branch Marketing Strategy

Changzhou Branch of China Construction Bank (CCB) is one of 60 main city branches operated by CCB head office. Chengzhong sub-branch, as one of the 10 first-class sub-branches owned by CCB Changzhou branch, undertakes various heavy expanding business. How can a sub-branch carry out marketing is a problem being solved right now. This paper, making use of the current marketing theory, analyzes carefully the sub-branch's marketing environment and strengths and weaknesses on the basis of studying its history and present situation. Through employing reasonable criteria, the sub-branch can conduct segmenting for company customers and personal customers and select its target market and draft relative marketing strategies and plan. For the sub-branch's customers, especially for the important company customers, this paper designs corresponding customer service and management pattern. Finally, detailed marketing mixes are designed for the sub-branch's 4 essential businesses.