JS Branch's Business Marketing Strategy Research

Since 1990s,along with the development of economic integration and financial globalization,the competitiveness of state-owned commercial banks Chinese gradually increase its competitive share way gradually from rely on products and services competition to rely on marketing strategy competition transformation."The research of JS branch’s company business marketing strategy" is based on a corporate customer manager level for basic research on the application of the marketing strategy of commercial banks,is not only a theoretical value and practical significance.The object of this study selected the state-owned joint-stock bank J bank JS branch,in order to do the research of JS branch’s company business marketing strategy mainly carried out the following work:First,marketing theory of commercial banks conducted in-depth research,careful analysis of the bank marketing theory origin,development,theoretical characteristics and practical application.On this basis,focusing on analysis of 4Ps and 4Rs are the marketing theory of representative analysis,which lay the theoretical foundation for the next step of the case;Secondly,the J bank JS branch basic situation,development history,the status of the industry to fully understand the situation,operation situation,focus on the company’s business the corporate customer manager,a comparative analysis of the business indicators.After investigation found that the company’s business has an important strategic significance for the branch,is the most important business sector of the branch;Thirdly,using the STP theory and 4Ps theory,combined with the actual situation of J bank JS branch company,based on its corporate customer manager level,around the national macroeconomic trends,customer distribution,financial policy and the same industry competition are analyzed.According to the present situation,to explore the existence of market positioning and segmentation,marketing mix,marketing concept,human factors problems in the corresponding analysis of the marketing strategy for the reasons facing,sums up the current situation and the need for a comprehensive focus on strengthening the field;After combined with the future development of the banking sector the direction of the latest 4Rs marketing theory and detailed marketing strategy of company business of JS branch,lock the target in line with the direction of business development for the company,to solve the existing problems of the combination of marketing theory.At the same time,further emphasized the importance of human thinking,organizational structure,risk and compliance,several aspects of the linkage mechanism of information technology,to provide adequate safeguards,support the development of business,the implementation of public account manager marketing ability promotion.The research and exploration of this paper to J bank JS branch to the next step in the development of play a positive role in guiding the public to make up the company’s business manager ability is insufficient,to enhance competitiveness,while the transformation and growth of state-owned joint-stock bank business and provide a reference,to promote the healthy development of the banking industry.This paper mainly adopted survey method,quantitative analysis method,literature research method,based on the research data and practical investigation,based on the J bank and market understanding,analysis,put forward views and research,finally puts forward the system report.