The Research On Corporate Business Marketing Strategy Of Changsha Hexi Sub-Branch Bank Of China

With the continuous ongoing of China's Reform and Opening-up and the reform of monetary system,the horizontal competition among the banks is more and more intense,and it is an important problem for each commercial band how to survive and develop itself in such market competition.Corporate business takes a dominant and leading position in the development of commercial banks' business,and an important profit growth point and the main profit source for them.For the Chinese banks to increase profits,improve profitability and realize sustainable development,it is vital to facilitate the comprehensive,healthy and fast development of their corporate business.With the corporate business of Changsha Hexi Branch of BOC as the research object,first combining marketing theory and the marketing practice of Hexi Branch,this paper objectively analyzes the current marketing situation of Hexi Branch,and in combination with the macro environment and micro environment of Hexi Branch,this paper also finds the opportunity,threat,strength and weakness of Hexi Branch for its development with SWOT model.From the current situation and problems of Hexi Branch's business,this paper works out the marketing strategies of Hexi Branch in product,price,channel and promotion.Finally this paper develops the implementation steps for Hexi Branch's marketing strategies and puts forward 4 supporting measures of developing marketing team,building up and perfecting incentive mechanism,improving risk control ability and forming excellent corporate culture,to ensure the effective implementation of the above marketing strategy for corporate business,and also analyzes the economic and social benefits gained through the implementations of such marketing strategies.It is shown in the research results that for the long history,strong force,solid brand and wide channels of the parent company of Hexi Branch,Hexi Branch keeps a rather good advantage in the regional market competition.However,the entries of the domestic commercial banks and overseas advanced banks and the financial disintermediation deteriorate its marketing environment in a certain extent.For such conditions,Hexi Branch may,by improvement of the depth,width,length and relevancy of its product portfolio and by comprehensive pricing and differential pricing,form an excellent,comprehensive and special and direct distribution system,and continuously improve the ratio of indirect distribution,launch promotions in combination with advertisement,personnel and public relationship to facilitate its sales,to improve its competitiveness and market share.