Study On Optimizing Hainan Brach Of CDB's Marketing Strategy To Group Customers

The Hainan Branch of China Development Bank(CDB)was established by CDB in Hainan Province in 1999.It takes the mission of CDB and provides capital support focusing on financing key projects of infrastructure,basic and pillar industries,urbanization,shantytown reconstruction,and agriculture,countryside and farmers,education,health care,marine economy,new industry and high-tech industry,"going global" and environmental conservation in Hainan Province.It plays a main role in supporting Hainan's economic and social development.CDB is China's leading bank for medium-and long-term investment and financing,the largest bond-issuing bank,largest cross-border financier,and the world's largest development finance institution.With the support of sovereign credit rating,CDB adheres to market-oriented operations to raise funds by issuing bonds.As a development finance institution,CDB has unique advantages as medium-and long-term investment and financing,wholesale,brand,integrated financial services and planning,and disadvantages reflected in marketing idea,staff construction,system of union marketing,process and services efficiency,IT systems,panel,pricing and innovation.This paper analyzes the marketing environment that includes politic and law,economic,society,technology(PEST theory),competitor and customers of Hainan Branch marketing strategy to group customers.China's financial regulatory environment will continue to be strict in the future.With the deepening of multi-level capital market reform and the expansion of financial market opening to the outside world,financial market and financial industry will be more healthy and perfect.Since 2017,the global economy continues to recover,and the domestic economy has been improving steadily.Hainan's economical focusing area of 2018 also provides a good opportunity for the development of Hainan Branch which is still in a good economic environment.With the continuous development of China's multi-level capital market,the advantages of direct financings of-lower cost and flexibility would be more outstanding.Group customers,needs change from traditional loans to direct finance.Rapid development of financial technology also changes the mode of providing financial products and services.Financial interbank competition becomes more fierce in the field of data and intelligence.The macro environment brings great opportunities and challenges for the bank to play its advantages,and complement its deficiencies.The paper also analyzes the SWOT of Hainan Branch's marketing strategy to group customers.Refer to the working practice and the theoretical basis of research at home and abroad,the paper analyzes the case of Hainan Branch about marketing strategy to group customers.Then the paper points out problems in the group customer marketing.In order to solve those problems,offer optimized suggestions and mechanisms from four aspects of 4Ps.