Research On The Marketing Strategy Of PPP Project In Henan Branch Of China Construction Bank

Currently,the public infrastructure construction directly affects public product and public service. Under the limited financial investment but increasing demand for public infrastructure, the public product and public service have been influenced in terms of quality and efficiency.Public-private Partnership (abbr. PPP) makes up government's lack of construction investment in public infrastructure, and at the same time it helps government to improve public service efficiency. At present, PPP is just an attempt, but the fact that it replaces Local Government Funding Vehicle has been acknowledged. Commercial bank tends to adopt PPP project marketing.Confronting the challenge and opportunity of PPP development, China Construction Bank, Henan Branch keeps the studies on PPP project based on its development, probes into marketing strategy, and designs product configuration scheme at each stage so as to transfer the single credit service to comprehensive financing service and to convert the bank from a capital provider to a fund raiser. In this way, China Construction Bank strives to lead PPP financial project in the field of finance and to be a comprehensive financing service provider. Meanwhile, it supports platform company to be well operated both in finance and non-finance fields to promote the perfect conversion and to prevent the business transactions from risks, quickening the business transformation and seeking for a sustainable and healthy development.