Research On Bank-bank Marketing Strategy Of Nanjing Branch Of Industrial Bank

In recent years,with the interbank market continuous growth and reform,the diversified banking system gradually established in our country,includes policy Banks,national commercial Banks,urban commercial Banks,rural commercial Banks and foreign Banks,including various types of banking institutions.In meeting the financial requirements as well as enriching the financial product,also makes the competition tend to be normalized between various types of banking institutions,and Banks' financial products tend to homogeneity.Although various types of banking institutions unbalanced develop,small and medium-sized banking institutions represented by city commercial Banks and rural commercial Banks,in a short period of time,compared with the national commercial bank in asset scale,capital strength,business qualification,comprehensive management,system development,network layout and talent cultivation and so on,there is a insurmountable gap.However,small and medium-sized Banks have the advantage of network and customer resources.As advantages and disadvantages coexist,interbank market can be better development.Industrial bank co.ltd was the first to create trade sales department in 2001,become the earliest in the domestic trade services to financial trade institution of commercial Banks,and it the secondary sector bank cooperation service center in 2007 set up.As a beginning and practice proponents,Industrial bank co.ltd innovation cooperation ideas,using their own management and technical advantage,to set up a mutually beneficial cooperation bank cooperation platform-"silver silver platform"."Silver silver platform" establishment and development changed the mode that providing financial products and services to retail customers and enterprise customers,Focus on small and medium commercial bank as the third kind customer resources to carry out marketing activities,to provide appropriate financial products and financial services.In order to reach the goal of differentiation competition,"silver silver platform" opens up to the creation and development of the company management,output of science and technology,talent cultivation and so on as a service product trade business in new areas.After years of development,"silver silver platform"provides comprehensive financial services solutions for cooperative bank,which is gradually becoming a sharing,win-win cooperation bank financial services platform of the Industrial bank co.ltd and common construction.And it can promote the financial institutions in developing and grow up together,paving the way for management modernization progress.However,how to use this product and what kind of sales strategy should be adopted,these become the key of the competition.This study takes the Nanjing branch bank as an example,through the analysis of the Nanjing branch bank in "silver silver platform",it carry out the problems which existing in the platform.According to the theory of economic management,contact marketing present situation,the management mode and business characteristics in our country commercial bank,through qualitative analysis way to get the marketing strategy of Nanjing branch bank "silver silver platform".This article analyzed "silver silver platform" marketing strategy of Nanjing branch bank from the price and value strategy,product and relationship strategy,channel and service strategy,marketing and risk strategy.It provides some advice for how to build a more reasonable marketing mode of "silver silver platform",which has extensive significance for marketing of the interbank market products.