Research Of Marketing Strategy Of Institutional Banking Business Of J Bank

Institutional banking clients and company banking clients, private bankingclients together constitute the three major commercial banks in customer groups,business structure of commercial banks in the international advanced, the businesshas already become the important support of financial innovation, risk control,structural optimization and stable income. In recent years, domestic commercialbanks is the institutional business as the focus of the development strategy andresource allocation of the organization, more and more institutions, businesscompetition. The Chinese government and the reform of the financial system to speedup the process, the financial market becomes more mature and perfect for businessdevelopment provides a historic opportunity for development; foreign banksoverbearing competition, interest rate marketization reform, the financial industrycomprehensive opening time approaches the development institutional bankingbusiness to become the inevitable strategic choice.Based on J bank institutions as the research object, according to the workingpractice for many years and by visiting survey and questionnaires conducted in theform of data collection, analysis the customer scope of J bank institutional bankingbusiness, the characteristics of J bank institutional banking business, businessmarketing strategic J banking institutions, J bank institutional banking businesscustomer demand change, the difficulty and focus of J bank institutional bankingbusiness marketing, from the construction of a harmonious society, the transformationof government functions, financial management system reform, financial marketdevelopment, financial supervision and regulation policy changes and so on several aspects elaborated the good opportunity for the development of the institutions; Frompreconceptions to form the domestic industry competitive advantages, strongcompetition of foreign Banks, financial disintermediation reduced customer demandfor bank credit and so on several aspects discusses the institutional banking businesschallenges, prospects the J bank business development target and developmentdirection.The result of the study show that, institutional banking business of commercialbanks in China started late, it have a large gap compared with the foreign banks, alsoin the face of business in the field of strange, lack of experiences and innovation anddemand pressures. Commercial banks of our country business advantage is thestarting point higher, stride greatly, promote faster, and institutional banking businessdevelopment condition is superior, more business development platform, the societyto its increasingly interdependent, potential is very great.Thus, in this paper, the author study the policy the market environment and thedevelopment trend of changes in customer demand，integrate full line of businessrelated products resources with the current status of J bank marketing problems andthe future direction of development，with different characteristics of institutionalclients for dimensions，to choose products combination as the core，to a successfulmarketing case for auxiliary，based on combing key customer groups on businessneeds. According to the actuality of J bank, existing marketing difficulties and thefuture development direction, according to the real needs of all kinds of institutionalcustomers,the author provides a set of a systematic, scientific, forward-lookingmarketing strategy for institutional banking business of J bank to survive in marketcompetition, to win, to realize the sustainable development from governmental clients,social security clients, business corporate clients, army and armed police clients andfinancial institutional clients from five aspects, combined with institutional bankingbusiness marketing practice in J bank and in Jilin University MBA in two years of marketing management, strategic management theory.