HS Bank Supply Chain Finance Business Marketing Strategy Research

In recent years, with the development of economic globalization, the production division of labor pattern change gradually, enterprise internal production-demand-sales chain model into specialized division of labor between different enterprises, thus formed a clear industry supply chain. Specialized division of labor makes the enterprises in the supply chain has its own unique competitive power, but they have to strengthen cooperation to improve overall operating efficiency, to maximize the benefits. In recent years, with the arrival of the domestic financial "warring states era", the traditional business of commercial bank in the interest rate marketization, asset securitization, the Internet financial, PE, direct financing, such as strong offensive environment, growing financial disintermediation trend and has seriously extruding the traditional credit business of commercial bank’s market share. How to change toward through business transformation, especially bigger and stronger trade financing business, solve the problem of the financing difficulties of small and medium-sized enterprises, especially for regional city listed firms, facing the current market environment and customer needs, more worthy of study and discussion.Based on the regional listed firm on behalf of the HS bank as an example, study the marketing strategy of supply chain finance business. The article from the basic concept of commercial bank supply chain finance business, based on the analysis of the present situation of external cause and internal marketing strategy for the specific analysis, put forward the HS bank supply chain finance business marketing strategy of ways and measures. This paper introduces the categories and characteristics of supply chain financing, the development trend of supply chain finance business, for the benefits of commercial bank, HS bank main mode of supply chain finance business. From the Angle of marketing theory, introduces the meaning of SWOT analysis, PEST analysis. Then focus on the HS bank supply chain finance business marketing environment analysis. Mainly from the macroeconomic environment, HS bank competition environment and internal environment analysis of the marketing environment, mainly introducing the method of SWOT analysis in detail the HS bank’s weaknesses, opportunities and threats. Based on the above analysis put forward HS bank marketing strategy of supply chain finance business. First is the market segment, classifying the existing target customers, and target customer choose with suitable varieties of business; Second, product strategy, enrich the existing supply chain financing product variety and model, namely "marketing expert" business model, trade bilateral financing mode, e-commerce platform financing mode, professional market cluster credit model, shape HS bank domestic trade financing brand; Third, pricing strategy, introducing the FTP internal cost of capital concept, pricing models and pricing method and pricing strategy. Focus on Banks is the competition, customer demand. Fourth is the channel strategy, including:the supply chain financing division reform; Increase the intensity of small micro enterprise and supply chain finance business linkage; Accelerate the construction of Internet channel, is responsible for the leadership of the Internet financial coordination agency; Set up Internet channel development plan; Internal key strengthen data management and analysis of data mining; Mainly to channel priority, co-operation with foreign countries; Supply chain finance in the application of electricity; Strengthen the management of cooperative regulators. Fifth is relationship marketing strategy, including:customer to develop a hierarchical service standards, to strengthen the construction of the high-end customer service, customer management management system, understand customer needs, improve customer satisfaction. Sixth is the promotion strategy, including:advertising promotion, business promotion, etc. Seventh is the service strategy, including:the marketing plan marketing organization promoting, promoting service innovation, etc. Finally analyze HS bank supply chain finance business problems.The purpose of this paper is:First is deeply analyze HS bank as regional city listed firms to carry out the necessity of supply chain finance business. Second, according to the development of HS bank management, introduces the present situation of the supply chain financing business development, refining marketing strategy of supply chain finance business. Third is to introduce HS bank concrete operation of supply chain finance business model to analyze its existing problems, and especially the city of similar businesses for other regional city firm to provide the reference.