The Marketing Strategy Of Investment Banking For XX Bank Nanjing Branch

Due to the development of economic and commercial banks of globalization,with more and deep financial disintermediation,interest rate marketization reforms further deepened.As an important source of profit for commercial banks,investment banking business plays a much more important role in the development of commercial banks.The size and the level of profitability of investment banking and other commercial banks as a measure of reform and innovation mark.Then,how to adapt to the requirements under the new situation,to build a reasonable and effective marketing model of investment banking,to offer customers more comprehensive services,and also effective marketing strategy of investment banking,is an important problem for commercial banks to be solved.The marketing strategy of the investment banking for commercial bank is the object of study.The article describes the marketing theory and literature,combined with internal and external marketing and the overall situation in the case of XX Bank Nanjing Branch,use SWOT analysis,analysis of the strengths,weaknesses,opportunities and threats in the current investment banking of XX Bank Nanjing Branch.On this basis,with the author's work experience,based on 4P's,build the marketing strategy of investment banking marketing for XX Bank Nanjing Branch,are the product strategy,price strategy,place strategy and promotion strategy,and the corresponding safeguards,and the possible risks and the measures.Finally,this paper analysis the potential risks and proposed preventive measures of investment banking marketing for XX Bank,Nanjing Branch,and looking to the future development trend of the investment banking for commercial bank.