A Study On Marketing Strategies Of Corporation Credit Business Of ICBC Jiangxi Branch In The Context Of Banking Management Transformation

As the biggest commercial bank of Jiangxi province, Jiangxi Province Branch of Industrial and Commercial Bank Co. Ltd. of China (ICBC Jiangxi Branch) is always the leader in the field of corporation credit business. However, with the dramatic and profound change in the internal and external business environment, especially Chinese version "Baselâ…¢" is to be implemented and the prudent monetary policy has been released, which demand the banking industry to speed up the management transformation. In this context, this paper, combining the theory of modern marketing with SWOT analysis, analyzes comprehensively the economic environment, monetary policy, client resources, and horizontal competition of the corporation credit business development of ICBC Jiangxi Branch. Meanwhile, this paper still focuses on the problems of the marketing organization structure, credit business processes, product analysis and its structure, and combination of marketing tactics in ICBC Jiangxi Branch, especially analyzing thoroughly the problems of the corporation credit business structure of ICBC Jiangxi Branch in the context of banking business management transformation. Based on above, this paper proposes the marketing target, target market, and target clients of the corporation credit business of ICBC Jiangxi Branch in the next three years, further clarifying the market position of the corporation credit business of ICBC Jiangxi Branch and elaborates comprehensively the eight marketing strategies and six specific implementation of security measures. Hopefully this paper can play a role of enlightenment and reference in the transformation development of ICBC's corporation credit business.