China Merchants Bank Changsha Branch Of The Intermediary Business Marketing Strategy Research

With the continuous improvement of the degree of market and internationalization currently, all kinds of uncertain and unstable factors in increased. China’s banking industry, long-term survival of high economic growth, the operating environment of high credit put lopsided. Relying on traditional deposit and lending business to seek a means of survival is no longer adapted to the development of commercial banks, Commercial Bank of China is urgent need to change development structure.Intermediate business risk is small, low cost, high income, new advantages and other features, is the major commercial banks to expand profit channels, and operational risks of the preferred. But whether it is from a variety of businesses, business size or business income, domestic commercial banks compared with commercial banks of Western developed countries have a relatively large gap.This paper takes Changsha Branch of China Merchants Bank as a research object, using of modern business management ideas and marketing theory to study how to enhance the middle of the Changsha branch of the Merchants Bank business marketing capabilities, which is to improve the competitiveness of enterprises. Then proposing for the development of the industry trends and business characteristics of marketing strategy. Firstly, using the PEST, SWOT and environmental analysis of the macro environment of China’s banking intermediary business, industry competition situation, the company’s internal conditions, strengths, weaknesses, opportunities and threats described. Then using of marketing mix theory to make the marketing strategy of intermediary business, including product strategy, pricing strategy, channel strategy and promotional strategy. Finally, from four aspects about the information, support and brand building, risk prevention, personnel training to secure the conditions of the company’s marketing strategy implementation.