Innovation Research About Intermediary Business Marketing Strategy Of China’s Commercial Banks

With the accelerated process of economic globalization, the competition of commercial banks in many countries around the world in the financial fields are becoming increasingly fierce. China’s commercial banks are competing equally intense, but with the acceleration of China’s reform and opening-up process and the gradual implementation of market-oriented interest rates, the profit model of China’s commercial banks has lagged behind, while intermediate business income is one of the main sources of profit in commercial banks in many other countries. Development of intermediary business in China’s commercial banks are still lagging behind the stage, yet it can not become the core source of commercial bank profits. In recent years, with the deepening of China’s reform and opening up, China’s investment market potential is greatly excavated, in this process, the development of China’s investment market is quiet rapidly, but also promoted the rapid development of intermediary business of China’s commercial banks. Although the intermediate business is still in a period of rapid development, but the intermediate business still has a big gap compared with the presence of the international advanced level. To deepen the reform of China’s commercial banks profit model in the market tide, it is imperative to promote the development of intermediate business. In the process of promoting intermediate business development, We must strengthen attention on intermediate business marketing emphasis to faster intermediate business income into one of the core source of China’s commercial banks profits, and therefore we need to develop scientific and rational marketing strategy. This paper it will carry out innovative marketing strategies to explore the development of intermediate business of China’s commercial banks.In this paper,it will be based on a review of the relevant literature in China and abroad, at first we analyze the definition of marketing theory and related intermediate business of commercial banks, and analyze the current marketing strategies of some of the more popular theories, and then analyze correlation between the intermediate business and business marketing, as well as the importance of developing related marketing strategies. Next, the pricing and marketing status quo of China’s commercial banks were analyzed and this paper will point out the problems of marketing,it will identify barriers to the development of intermediate business, promote the further development of intermediary business,pave the way for further development of the study of intermediate business, and provide a theoretical basis. Then there is an empirical analysis of the XX branch of Industrial and Commercial Bank in Jinan,Shandong Province,it will use first-hand marketing data in the author’s own work experience, according to these data to analyze the development of marketing strategies and their associated vulnerabilities, to provide new ideas for the overall development and innovation in the development of intermediary business marketing strategy and intermediate business of commercial banks. Finally, take6P marketing strategy as a template, from product strategy, pricing strategy, channel strategy, marketing strategy, government policy strategy, public relations strategy that six specific areas to develop an innovative commercial bank intermediary business marketing strategy. Hope through this article, it will play an active role in drawing reference to develop our intermediary business marketing strategy, hoping to provide meaningful ideas for the development of intermediate business of China’s commercial banks.