| In recent years,China’s overall economic operation has rebounded steadily,supply-side structural reforms have continued to deepen,and the pace of industrial transformation and upgrading has accelerated.However,structural contradictions in economic development are still prominent.The problems of difficult financing and high cost in the real economy still cannot be alleviated.The role of commercial banks in revitalizing the vitality of the real economy needs to be strengthened.On the other hand,banking regulators continue to implement a prudent and neutral monetary policy,constantly improve the macro-prudential assessment framework,and the regulatory coordination is continuously enhanced.Commercial banks are affected by factors such as interest rate liberalization,increased competition,market volatility,and stricter regulation.Consequently,the traditional business structure has undergone major changes,and the improvement of profitability has been challenged: the inter-bank and off-balance-sheet businesses have shrunk significantly,the agency business revenue has fallen sharply,the fee and commission income has continued to grow negatively,and the expansion rate of the asset-liability scale has continued to slow down.In the complicatedly and rigorously internal and external environment,how the commercial banks change their marketing concepts and improve their marketing methods to maintain their position in the industry in the fierce market competition has become an important issue.This paper analyzes the case of J Bank’s(Henan Branch)marketing for H Group.Based on H Group’s own demand characteristics and J Bank’s own operation,and also combing with the economic environment and industry environment faced by commercial banks and H Group,this paper points out the comprehensive financial service program is an inevitable way for the commercial banks to serve and market the group customers.By combing H Group’s organizational structure,cash management,investment and financing needs,etc.,using 7PS marketing theory as the basis of program design,the service concept(S Logic)as the logical framework of program design,and the customer relationship management theory as the guide of program design,and by conducting comprehensive design analysis from product,price,channel,promotion,personnel,environment,process,etc.,this paper explores and formulates specific integrated financial service solutions that are appropriate to the needs of H Group.After the implementation of the program,this paper continues to dig deep into the insufficiency and experience of the integrated financial services program,and proposes constructive improvement measures from the aspects of organizational system,financial costs,team personnel,logistics services,risk prevention and control,etc.Through sufficient theoretical research and analysis,combining with practical marketing experience,using a combination of theoretical and practical methods,this paper summarizes the relevant experience and improvement space of J Bank Henan Branch’s integrated financial service program design and marketing,and broadens the research breadth of commercial bank marketing management from the perspective of practical application.At the same time,it also provides practical theoretical basis and practical experience for the design and marketing of integrated financial service solutions for commercial banks in China,which helps Chinese commercial banks to gain competitive advantage in the environment of continuous opening of financial markets. |
