Research On Marketing Strategy Of Z Bank Zhong Yuan Branch

At present,China has fully implemented the interest rate market,which for large banks,can be more effective to improve operational efficiency.As a medium-sized joint-stock bank,Z bank compared with state-owned banks,joint-stock banks is large,single marketing,negotiation with customers often at a disadvantage.Especially since twenty-first Century,the rapid development of the financial market financial model,be the most changeful,private PPP project,to raise the public,popular,the rapid development of the third party payment,credit and other Internet financial model,Internet financial development is in the ascendant,and presents a continuous integration with the real economy,cross-border cooperation and other characteristics of the trend.In July 2015 the state issued "on actively promoting ‘ Internet plus ' action guidance",at the same time,ten ministries jointly issued a "guidance to promote the healthy development of Internet banking" is also further clear,with banks as the main body,combined with the common development of Internet financial Internet Co.banks will not be able to find if you are content with staying where one is,in the follow-up service in a place to live in.Under the background of new era,the successful experience of banking managers in the past accumulation of marketing,many are not in the new situation "Internet plus" the arrival of the application.The marketing of commercial banks how to develop Internet banking,direct banking is popular today should be how to optimize and improve the marketing strategy of the banking industry,be placed in front of the banking industry is an urgent problem to be solved.In this paper,on the basis of a systematic study of the status quo at home and abroad,the Central Bank branch of Z bank marketing strategy was studied.First of all,this paper introduces the current situation of the marketing of Zhongyuan Branch of Z bank,and points out the existing problems and its causes by using 4P marketing theory.The macro environment the Z Bank Central Branch of PEST analysis,on the medium environment of the Potter five forces analysis,and summarizes the use of SWOT analysis.After understanding the internal and external environment,using the STP theory to select the development target and market orientation of Z bank Zhongyuan Branch,and improve the marketing strategy.In the product strategy of the intermediary business,liability business and assets business should strengthen,skimming pricing,differential pricing and portfolio pricing mainly use price strategy in a way that strengthen the channel strategy of Internet banking,increase mobile terminal business,increase physical outlets,implement the distribution strategy,integration of the company resources,promotion strategy should be improved from advertising,sales promotion,public relations,marketing staff of.In order to ensure the implementation of the marketing strategy,this paper thinks that we should improve the organization management system,strengthen the human resource management,improve the marketing management and upgrade the marketing management information system.This paper aims at the marketing strategy for the Z bank central branch put forward the improvement plan,to gain an advantageous position in the era of Internet banking development,improve the financial position of the bank and the level of performance.At the same time,this paper analyzes the macroeconomic situation of our country and the financial development of Henan Province,as well as the strategic deployment of other financial institutions.This paper also has some reference value for the development and improvement of the marketing of other companies in the banking industry.