Research On The Marketing Strategy Of The Intermediary Business Of A Commercial Bank

With the rapid development of Internet banking,gradually promote the marketization of interest rates,and China slow down the pace of economic development,the competition between the commercial banks is becoming increasingly fierce,the traditional mode of commercial banks rely on the spread of earnings has lagged behind.Intermediate business income as one of the main sources of profit of commercial banks in the world,the development of commercial banks in China is still in a relatively backward stage,cannot become the core source of profit of commercial banks.Therefore,it is imperative to promote the development of intermediary business.In this paper,we will explore the development of the marketing strategy of X City sub branch of commercial bank.This paper,based on the review of the related literature at home and abroad,the definition of the first analysis of the intermediate business of commercial banks and related marketing theory,analysis of some popular marketing strategy theory,and then the relationship between the banking intermediary business and marketing analysis.Secondly,it analyzes the current situation of the intermediary business of X City branch of a commercial bank,and points out the problems existing in the marketing.Again,using the SWOT analysis method to analyze the internal and external environment of the middle business marketing of X City branch of a commercial bank.Finally,according to the theoretical basis,the paper provides a new idea for the overall development of the intermediate business of the X City branch of a commercial bank and the innovation and development of the intermediary business marketing strategy.In the intermediate business product strategy optimization design for the customer life cycle to develop product strategy,for the different nature of the different customers with different products,innovative e-commerce and mobile payment market.In terms of price strategy,the paper puts forward the difference of the intermediate business pricing strategy.In terms of channel strategy,this paper puts forward to strengthen the construction of business outlets,electronic channel construction,and promote the development of financial services through cross selling.In the promotion strategy,it puts forward the full use of personnel promotion,advertising and promotional efforts to increase sales promotion and regular price promotions.Hope that through this,can make a positive reference for the Commercial Bank of X City branch of the middle business marketing strategy,hoping to provide meaningful development ideas on the development of intermediate business of commercial banks in China.