Research On Marketing Strategy Of Company Loan For Industrial Bank Changchun Branch

With the interest rate market continues to accelerate the process of development, the emergence of Internet banking, commercial banks are challenged, bank profits decreased year by year. Loan business is the cornerstone of the development of commercial banks and to maintain the stability of its position can not be replaced by other business. So in the current financial market conditions, commercial banks can take the company loan business as the center, through the development of the business to promote the development of other business, financial products innovation, access to new sources of customers. This paper to Changchun Branch of Industrial Bank as an example discussed in the financial impact of the Internet in our country commercial bank development strategy. Firstly, it analyzes the Changchun Branch of the loan business strategy, after impact on its business development were discussed, proposed in the context of the current financial new marketing strategy, change idea, advancing with the times and promoting the rapid and stable development of Changchun Branch of the loan business.2010 Changchun Branch of Industrial Bank was established. In the six years of the development process, visual corporate loan business, financial markets and investment banking as the leading branch of the development of the troika, after more than five years of development, the development of prototype has been initially apparent, the scale of business also showed substantial growth. The loan company the continuous increase in the scale, market share rapidly increase, loan business as a branch of the development of the engine, has has made great contributions to the development of the branch, in the future, will continue to play its role in promoting development with branch. Current world financial markets there have been great changes, the branch company loan business gradually revealed defects: one is before the marketing business lacks the necessary market analysis and positioning; the second is compared with other commercial banks, loan business no advantage, not to attract customers; three is compared and the same type of business, loan business profit is not high; fourth is the lack of diversity in marketing methods, lack of personalized marketing, lack of company loans to business marketing specialist product sales skills and outstanding marketing staff turnover rate is high. Therefore, this article mainly from the following four aspects of problems mentioned above: branch marketing staff appraisal method; the second is corporate loan business support system; the third is the publicity of corporate lending business, loan business, the company’s risk aversion.Under the background of the current international financial market, the development of the commercial banks is more and more limited, and the marketing environment of the commercial banks has a serious limitation and restriction to the road of the development of the commercial banks. Firstly on the branch of the internal and external development environment are analyzed, and then the SWTO analysis of branch company loan business advantage, disadvantage, opportunities and threats are analyzed, according to the characteristics of the current financial market conditions and the branch itself re enacted the branch of the future development strategy, put forward the new loan business marketing strategy, good matching with the strategy and the branch of the internal and external development environment, and also to to effectively avoid the risk of loan business.In order to enable branch loan business to get better development, this paper from the following three aspects of loans to customers were divided: the repayment ability of a corporate loan customers, the second is the company customer contribution degree; the third is the corporate loan customers of loan capital flows to the field. The branch should have stable cash flow from the company as the main object of marketing, loan business is improved from the new location of target customer base and product image. After the use of a variety of marketing theory of corporate loan business marketing strategy design, such as the life cycle theory, marketing mix theory, etc.. Finally from the following four aspects: design the new marketing strategy implementation scheme: one is the construction has the higher ability of marketing marketing team; the second is to establish the risk early warning mechanism of corporate loan business; the third is the reform of corporate loan approval process; the fourth is to improve marketing personnel evaluation mechanism.