A Research On The Marketing Strategy Of Agricultural Bank Zhangpu Sub-Branch

In recent years, with the deepening of financial reform in China, competition between foreign banks and Chinese banks increasing since joining the WTO and uncertain impact of market-based interest rates to deposits and loans of commercial banks traditional business, the business strategy by traditional deposit and loan preads to the main source of profit for is faced with severe challenges. Therefore, how to find new revenue streams, reduce capital occupied, adjust the income structure, to become problems to be solved of commercial banks. Thus, the intermediate business, low cost, high return, low risk characteristics has become a breakthrough in solving this problem. Chinese Commercial Banks’intermediate business started late, compared with developed countries, still in its early stages, but with the way of innovation in recent years, commercial banks income growing demands for more and more emphasis on the development of intermediary business, accounting for bank intermediary business revenue proportion gradually increased, showing a rapid development trend. Intermediary business development for improving the service functions of commercial banks to consolidate the relationship between banks and enterprises, reduce capital occupied, adjust the income level of the structure and improve profitability are very important.This paper analyzes the target market and market positioning of intermediate business of Zhangpu branch, we divid customer into eight categories from the customer life cycle, professionalism, customer value and social change multiple dimensions departure.they are Ageing populations, small business owners, agriculture specialist, Internet businesses, groups of urban working-class, high-net-worth customers and key corporate customers, then propose4p market marketing strategy of Zhangpu branch based on the segmentation and positioning: supplying different Product portfolio for different customer groups; adopting different pricing strategies according to nature of the product, the market environment, strategies need; to formulate channel strategy of intermediate business of Zhangpu branch; Finally proposing the promotion policies.