Reseaarch On Joint Marketing Company And Individual Business Strategy Based On Life Cycle Theory

Nowadays, there is an increasing diverse of financial demands and intense competitiveness of homogenization of commercial banks. To meet market development and enhance competitiveness, it is a realistic requirement and inevitable trend for commercial banks to implement joint marketing of company and individual business. However, the separate management of commercial banks affects the foundation of joint marketing mechanism to a certain degree, and causes marketing development hit a bottleneck. Therefore, one needs to further integrate internal and customer resources and to promote the joint marketing of company and individual business. These strategies are of utmost importance for commercial banks to enhance their comprehensive competitiveness.Although a rich history of theoretical researches have investigated the joint marketing of company and individual business, many of them only analysed current issues and proposed suggestions, and few of them made a systematic study. Through the research on the characteristics of company’s life cycle, this paper puts forward corresponding strategies for joint marketing process based on the characteristics of companies at different life cycle stages, which can be served as a good reference for other studies.Starting with the study on company’s life cycle, this paper analyses the current situation of cash flow, product flow, and information flow of companies at different life cycle stages, and unveils their needs for financial services. Then, based on the perspective of both products and customers, this paper identifies the integration point of the company-individual joint marketing conducted by commercial banks. This study also proposes the guarantee policies for the implementation of the company-individual joint marketing based on its mechanism. As a key point of the joint marketing, the financial service needs for companies at different life cycle stages are discussed at great length. One major purpose of this study is to construct a standardized and streamlined company-individual joint marketing mode and to enhance the comprehensive competitiveness of commercial banks. Moreover, this paper advises on the control of possible managing risk, operational risk, credit risk, and money laundering risk, which are associated with the company-individual joint marketing conducted by commercial banks.