Optimization Research On Marketing Strategies For Zibo Branch Of Bohai Bank

As economic globalization continue to intensify. China's financial and economic reforms carried out gradually. China's financial industry is no longer a simple face of planned economy environment, but profit-oriented market economy. In 1997, about 90 urban credit cooperatives have been reorganized into city commercial banks in China. As time goes by and standardized management system, city commercial banks also have their own place in the world financial markets. In 2006, with the introduction of "People's Republic of China Regulations of Foreign Banks' Policy,which means that banks and other financial institutions abroad will enter China, in competition with local Chinese banks. At the same time, the big four state-owned banks are turning to joint stock companies. After the Agricultural Bank of China Co., Ltd is set up, the state-owned joint-stock reform of the big four state-owned banks is substantially completed.After that. the domestic medium and small city banks, joint-stock banks and foreign banks gradually occupy half of the domestic market, indeed go hand in hand. In such a competitive situation, in order to maximize access to quality customers, finance product variety and diversification is an inevitable trend. Therefore, the application of theory and practice relating to the marketing of commercial banks has a certain significance.Significance of this research is to find the way to optimize the optimal combination of Zibo Branch of Bohai Bank marketing strategy, by analyzing the application Marketing Mix Theory in marketing activities. Modern Marketing Theory helps Zibo Branch of Bohai Bank to find their lack of financial products and services marketing, optimize bank marketing organization design, and provide a strong theoretical basis and practical reference to Zibo Branch of Bohai Bank to improve operational efficiency, participation in an increasingly fierce market competition.Papers points out the problem for Zibo Branch of Bohai Bank on marketing strategy are mainly the lack of specialty products, competition homogeneity: marketing concept is not mature enough, the marketing equivalent of marketing; marketing approach is more traditional; pricing mechanism needs to be improved. After analyzing the marketing strategy optimizing challenge, point of view has been put forward on Product Strategy:clear customer classification, strengthen product innovation, and optimize product portfolio etc., on Pricing Strategy: differentiation pricing, pricing real-time correction etc.,on Place Strategy: strengthen E-banking, improve corporate online banking, extend target customers. optimize customer structure etc., on Promotional Strategy: personnel promotion strategy, advertising promotion etc. Finally the concerted measures of guarantying strategy implement of Zibo Branch of Bohai Bank Marketing Strategy was brought forward from four aspects, that is, Human Resource Guarantee. Finance Resource Guarantee.Information Technology Guarantee and Risk Controlling Guarantee.