The Study Of Marketing Strategy For Company-business In Theshanxi Branch Of ABC

At present, China’s economy has been developing openly, commercial banks has shown diversified growth, and financial sector competition has entered the white hot stage, profit margins continue to reduce, while social financing changes the way it makes, each big commercial banks began to scramble for the business market.This paper analyses the marketing concept, marketing model and sales promotion method Corporate Banking Services in the Agricultural Bank of Shanxi branch. Through a comprehensive analysis of commercial bank marketing theory, combining the practice and theory, I analyze the marketing at present about the company business in the Agricultural Bank of Shanxi branch, draw the following problems of company business marketing in the Agricultural Bank of Shanxi branch: "Take the customer as the center" business philosophy has not been implemented yet; target market selection is not scientific, and the product innovation is insufficient, brand image is not strong and so on. Then I conduct a comprehensive analysis of the SWOT in company business, the internal strengths and weaknesses, external opportunities and threats they faced with. The analysis shows that the Agricultural Bank of Shanxi branch is facing increasingly fierce competitive environment and more complex marketing environment, which although many of them can be directly or indirectly controlled through the efforts, or to reduce the adverse effects, but some of the bank is unable to avoid. For the former, the Agricultural Bank of Shanxi branch can strengthen the development and introduction of financial product innovation, strengthen the internal control to avoid weaknesses; for the latter, the Shanxi branch of the Agricultural Bank should analyze and distinguish between systemic and non systemic risk(a series of systemic risk refers to the risk to China’s banking sector), Meanwhile they should grasp the opportunity and avoid and reduce the risk as much as possible.On this basis, the company business marketing will be relocated in the Agricultural Bank of Shanxi branch. The Shanxi branch of the Agricultural Bank should focus on the special funds to support 1000 small and medium-sized agricultural industrialization leading enterprises, the construction of 500 county towns, 300 above the provincial level industrial park and 200 advantages of industrial clusters and a large number of high-quality projects, to further play the financial role of Agricultural Bank of China in small and medium sized enterprises.Aiming at the existence of the company business marketing problems in the agricultural Bank of Shanxi branch, this paper puts forward corresponding countermeasures, namely, increasing product innovation, strengthening the service channel construction, riching pricing strategy and strengthening the brand image. And put forward the guarantee measures for the implementation of marketing strategy: perfect the financial service institutions for small and medium-sized enterprises, improve the marketing performance evaluation and incentive mechanism, improve marketing management information system and strengthen the company business credit risk management.