Research On The Marketing Strategy Of "Big Money Dispenser" On The Bank-bank Platform Of China Industrial Bank

Under today's financial market environment,China's financial market continues to deepen reform,and various small joint-stock commercial banks are increasing.With the continuous reform of Bank of Agriculture and Commerce and city commercial banks in all regions,foreign banks appear in big cities,which make domestic financial industry competition become increasingly fierce.Under the open and diversified economic environment,Commercial banks strive to have a place in the competitive interbank market,therefore,they put increasing emphasis on the development of interbank business,and continue to expand the scope of services and innovative financial products.Known as the "king of the interbank," the Industrial Bank,by taking advantage of bank-bank platform and continuously integrating its own resources,launch the financial product--the "big money dispensers" which has its own characteristics.How to take advantages on a featured product to continuously open up the market in the brutal financial markets?Take effective marketing strategy is the key to victory.This paper,the "Big Money Dispenser" on the bank-bank platform of Industrial Bank as particular object,introduces the advantages and characteristics of "Big Money Dispenser".The paper basing on the theory of marketing,combined with the current financial market environment and the development status and operating characteristics of the interbank business in' commercial banks,analyze current marketing environment of the "Big Money Dispenser" of Industrial Bank.At the same time,in accordance with the relevant analytical tools,this paper makes analysis on the marketing situation of "bank-bank platform" in interbank market,and draws a conclusion of the current marking problems of the "Big Money Dispenser" on the bank-bank platform of Industrial Bank.The main problems are the marketing concept is not mature enough,especially thin concept of marketing management,followed by lack of marketing resource control,resource input not keeping pace with the expansion of business,the lack of effective market segmentation,and then the high product homogeneity degree,lack of core competitiveness and so on.We instituted a multi-product portfolio strategy,establishing marketing strategies associated with customers and increase customer delivered value and other corresponding solution strategy.This paper further proposes effective implementation of safeguards on accelerating the upgrade of business development capabilities,improving multi-faceted service levels,completing the internal control system etc.This paper aims to through the discussion on the Marketing Strategy of "Big Money Dispenser" on the bank-bank platform of China Industrial Bank,provide some useful suggestions of the way to select the marketing strategies of relevant interbank business in commercial banks,give relevant theoretical guidance and reference to"Big Money Dispenser" of China Industrial Bank and product innovation and marketing improvement of the whole bank-bank platform,and hope to provide a theoretical basis on the business decisions for the administrators of Industrial Bank.