The Research On Sichuan ICBC’s Marketing Strategy In The Electric-power Industry

Sichuan has rich hydropower resources. In recent years, Sichuan’s electric power industry has been developing rapidly, and installed electric power and electricity generation are both presenting a growing trend. According to the " Sichuan Province energy development " eleven five " plan and2020distant view target ", it’s expected, Sichuan Hydropower installed capacity will increase more than3000000kilowatt in the next ten years, and in the end of2020, the province’s installed hydropower will exceed90000000kilowatt, accounted for more than80percent of the province’s total installed, Sichuan will truly become a major province with rich water and electricity energy, instead of water resource. Sichuan’s electric power industry market has a broad prospect. In the electric power industry, there is a great demand for loans, whose time is long and risk is low. So there is a fierce scramble between banks for electric power enterprises which are excellent credit clients. The electric power industry’s loan also has a large proportion in the banks’loan. In recent years, Sichuan ICBC’s loan balance to electric power industry is in the growth, but after2010, the new added loan began to decrease with large amplitude and drop in rank, compared to the same trade. As a commercial bank with the goal to guide credit assets flow to customers of high quality and protect the safety of credit assets, although ICBC has its own advantages and past impressive performance, but this situation is a great caution, showing that ICBC’s problems in the operation and management. It’s worth every bank managers to think seriously and explore ways of solving the problem.Based on the careful analysis of the line operating characteristics and the comparison with other major competitors, the author thinks the reason is many sided, but the laggard marketing strategy and mode are main reasons. As a national commercial bank with early realization of shareholding system reform and successful listing, ICBC has gotten much help from top international consultancies in its management structure, operation mode and the overall strategy and other aspects, which have become more scientific and perfect. But in specific marketing strategies and modes, there still obviously exists the past old national commercial bank’s style, and they are becoming effectiveless in the increasingly fierce competition. Without being improved and optimized, it will seriously hinder the realization of ICBC’s overall development strategy and vision. Because of it, the author will make research about ICBC’s marketing strategies in the new situation, based on the electric power industry credit market, To a glimpse of leopard, fan out from point to area.After investing the Sichuan’s interbank market, especially the five national banks, the paper finds the relevant information, and sums up Sichuan ICBC’s problems existing in the electric power industry’s credit market. At the same time, based on the PEST model, the paper analyzes the macro environment Sichuan ICBC is facing, as well as the medium environment according to industry economic characteristics and Five Forces model. And combined with the Sichuan ICBC own certain existed questions, it tries to find reasons. Finally, according to the4P marketing theory and the enterprise total strategy of ICBC, the paper puts forward some suggestions about Sichuan ICBC’s marketing strategies in the electric power industry, based on customer-oriented, customer cost-reducing, customers’convenience and communication with customers.Based on this, this paper is divided into6chapters:the first chapter, introduction, mainly introduces the research background, research methods and purpose and so on. The second chapter mainly introduces the domestic and foreign relevant research and the theory foundation of this paper. The third chapter analyzes Sichuan ICBC’s performance in electric power industry’s credit market. The fourth chapter analyzes macro, medium and micro environments Sichuan ICBC faces in the electric power industry’s credit market. The fifth chapter puts forward some marketing strategy suggestions t on the basis of the front analysis. Finally, namely the sixth chapter, gives the prospect of research results in this paper.Along with the continuous perfection Chinese financial market and the formation of competitive bank system, the competition between banks is becoming more and more fierce. This paper hopes that the research on Sichuan ICBC’s credit marketing strategy in the electric power industry can be an operating sample, help Sichuan ICBC improve its operational level, enhance the competition, and expand the market share. At the same time, when other banks are facing the same predicament, it has certain reference meaning for them, as an operating mode and basis to help their credit products enter into the power electric industry.In this paper, the main research methods are qualitative analysis, standard analysis. Core data sources come from ICBC’s website, the National Bureau of Statistics website, ICBC CM2002system database,etc.Because of the limitation of objective conditions, the data and information this paper needs is not complete, which will affect the conclusions’comprehension and objectivity.