The Research On Environment Finance Business Marketing Strategy Of Industrial Bank Changsha Branch

In 2017,under the macro-background of slowing economic growth and deepening economic restructuring,the focus of business marketing of the Industrial Bank of Changsha Branch Marketing of environmental finance operating environment was undergoing great changes.On the one hand,the risk of stock loans gradually emerged,the pressure of credit risk control increased and the marketization of interest rate spreads narrowed,while the rise of “financial disintermediation” and “Internet finance” led to the loss of some stock customers and the overall bank profits falling sharply,consequently,the traditional way of profit-making pattern was hard to sustain.On the other hand,there were a number of business opportunities in the new urbanization,industrial structure adjustment and ecological environment governance.Therefore,how to seize the opportunity,meet the challenges and make the environmental finance business grow steadily were the urgent missions of the Industrial Bank of Changsha subbranch to resolv e.This article refers to relevant domestic and foreign theories,using the environment PEST analysis,the Michael Porter five forces model of industry analysis,the SWOT of management situation analysis,the marketing STP analysis in combination with marketing theory of 4Ps.The corresponding strategies are formulated from four aspects,such as product,price,place and promotion.In the meantime,this thesis puts forward reasonable suggestions from four aspects of risk prevention,human resource,information system and marketing service which the Industrial Bank of Changsha Branch may be faced in the implementation of environmental finance business marketing strategy and the expected effect of marketing strategy of environmental finance is elaborated.In conclusion,the research process of the marketing strategy for the environmental finance business of the Industrial Bank Changsha Branch was summarized.Under the current macroeconomic background,the Industrial Bank of Changsha Branch should continue to maintain the operation philosophy of “customer-centricity”,deeply investigate diverse deficiencies in the specialized operation of the environmental finance business,adapt to the change of operating environment,utilize various social resources and expand the market and formulate marketing strategies.Only in this way can the Industrial Bank of Changsha Branch seize the market opportunities and improve core competitiveness to achieve the goal of sustainable and steady development.