XX Bank Jiangxi Branch Investment Bank Marketing Strategy Research

Currently in the " 13 th Five-Year " at the beginning of the year,downward pressure on the economy continues to increase,banking business environment situation is grim,external regulatory pressure continues to increase,the quality of bank assets declined rapidly,the degree of competition in the banking is escalating.Along with the gradual improvement of the level of China's market economy improving and financial market,interest rate marketization and financial disintermediation degree deepening,enterprise financing environment greatly improved,many enterprises begin to obtain funds from the capital market through the direct financing channels,prompting banks to speed up the customer structure and business structure adjustment,from the traditional deposit and loan business to change to the asset management services and financial advisory services and other intermediary business.Investment bank is a financial market innovation of industry representatives,in a flexible way in the capital market,optimize the allocation of resources,has become an important link between the financing and investment,gradually attracted the attention of commercial banks.Under the current economic situation,how to effectively carry out investment banking business,how to locate the target market,to find the target customers,to develop marketing strategy,is an urgent need to solve the problem.The XX bank branch in Jiangxi as an example,using marketing theory,through the analysis of the internal and external environment of XX bank Jiangxi branch,summarizes the development status and existing problems,and puts forward the XX bank Jiangxi branch investment bank marketing strategy.This thesis is divided into five parts.The first part,this paper describes the background,purpose and significance of the topic,research ideas and methods;the second part,it summarizes the theoretical research results of marketing and marketing mix;the third part,analyze the XX Bank Jiangxi branch of the macroeconomic environment and financial environment,the competition environment and customer environment;the fourth part carries on the analysis to the XX bank Jiangxi branch internal environment,through the study of the investment banking business development situation,points out the existing problems in the investment banking marketing;the fifth part,through the segmentation and positioning of the XX bank Jiangxi branch business market,put forward marketing strategy of investment banking business including investment banking,product strategy,price strategy,place strategy and promotion strategy,put forward marketing strategy.This paper not only provides a reference for the XX bank Jiangxi branch to improve marketing practice ability,but also for other banks to enhance the competitiveness of the industry,improve the market share of investment banking has a certain reference value.