Research On Marketing Strategy Of Corporation Overdraft Product For Bank Of China Changchun Branch

With modern social life rhythm speeding up,the car was turned into a kind of tool of each person is indispensable,and income growth generally,people demand for buying a car is more intense.Thus for the development of the auto market has brought a good chance.Banks see the market profit space,in the auto loan market.Bank Of China,changchun dealer of loan is cooperation with faw provinces across the country for its dealers 4 s shops provide loan line divisions of the company.But in recent years,many Banks have entered the market at the same time,makes the market competition is very fierce,Bank Of China want to in the fierce competition,so the legal overdraft account launched new products.According to the bank account in each of the specific data,from the aspects such as market share,profitability,competition analysis,survey the state policies on auto market in recent years,and the specific needs of residents on car model,further analysis of Bank Of China,Changchun Volkswagen dealer marketing status quo.Now we faced by the auto loan market marketing present situation the main problem is the product of a single,without a new business,just direct marketing channel,channel construction personnel shortage and quality is uneven.And launched the new product to solve the problem from the aspects such as product,price,channel,personnel to discussion and ultimately seek a solution.In order to be able to make legal overdraft account products can enter the market more effectively,this paper analyzes the macro and micro environment of the market.This article will investigate the macro environment into the political,economic,natural and the social four aspects.Countries in politics carried out a series of policies conducive to the development of automobile market,and combined with the development of economy,people demand for cars is increasing.At the micro aspect,we have a complete new product research and development support system of organization,for the consumer and trade on the market have a certain understanding of competitors.And because I enter the market earlier,larger.However,due to staff team and the performance appraisal system of the internal organization structure problems,plus a wide customer areas,makes the new product launch also to have certain obstacles.At the completion of the above analysis and after analyzing the advantages and disadvantages in the product launch,we decided to corporate product promotion in the province first overdraft account has cooperation with our customers.On the basis of this strategy,the thorough research visit market,increase the communication with suppliers and distributors,and according to the the real needs of customers,combined with legal overdraft account product features,and based on the STP theory,market segmentation,choose target market,provide different customers with different credit support policy.After determine the target market,according to the 4 ps theory as the instruction,to select and formulate appropriate marketing combination strategy,the size of the customer and sales for the reasonable arrangement of its product portfolio strategy,for different positioning of the dealer respectively formulate reasonable fee policy.Finally,fully consider the risk in the execution of the scheme and the problems,solve the supply of resources,making good its examination way such as performance,apply for marketing budget to ensure the implementation of the marketing plan can be guaranteed.Through the study of this article,it can be concluded that Bank Of China,changchun legal overdraft account product compared with the competition of products,more innovative,and flexible combination with the existing product,can make it more specific target market segmentation in the dealer's demand,support for dealers to provide quality products and service support.Based on this,our bank by strengthening personnel adjustment,channel construction and adjust the performance of the distribution system,strengthen the propaganda and products offer a series of measures to ensure the effective implementation of marketing plan.In addition,using the theory of high quality products and support for more market share,brand image,Bank Of China products gain a foothold in the auto loan market.