A Research On The Marketing Strategy Of S Bank In Tianjin

In the past ten years,foreign banks have been developing in China since the opening up of China's banking market.Foreign banks are actively involved in China's financial industry,and become one of the builders of China's capital market.Based on the contribution of foreign banks in China,China's relevant departments have also introduced a number of policies to encourage the development of foreign banks.In a variety of favorable national policy,the development of foreign banks in China has also been further improved,the number of institutions established in the country and the number of staff continues to rise.However,in foreign banks overall development momentum is good,as one of the first to set up business institutions in China,the scale of the S bank in the Tianjin area has repeatedly contraction in a short period of one year,from the original more than 7 outlets,slowly reduced to 5,and there is a further contraction trend.This paper aims to study how to solve the problem of the development of S bank in Tianjin,and how to occupy a favorable position in the market competition in Tianjin by means of literature review,in-depth interviews and questionnaires.Based on the two-factor theory and SWOT analysis,analyze the advantages and disadvantages of S banks in Tianjin.By using the depth interview and questionnaire data,determine the " hygiene factor" and " enhancing factor" for the S bank's target customers in Tianjin area when choosing a bank.Finally,from the core business,support systems,personnel services and other aspects put forward the marketing strategy.This paper not only studies how to improve the ability to attract new customers,how to improve their satisfaction,but also according to the famous "barrel theory",studies how to reduce the number of customer who are easy to loss.