Research On The Marketing Strategy Of The Corporate Business For Jincheng Bank

With the deepening reform of China's financial system,the banking industry faces a series of opportunities and challenges.The introduction of the marketization of interest rate and the system of deposit insurance has made commercial banks more active in daily operation and more responsible.The competition between banks has become fiercer.Corporate Business is an important part of commercial banking system,which creates certain benefits and profits for commercial banks.As a native city commercial bank of Shanxi Province,Jincheng Bank is facing the fierce competition.The marketing strategy of corporate business is an important factor that influences its business scale,thus further influences its comprehensive competitive strength.The study of Jincheng Bank's marketing strategy will improve its marketing efficiency and enhance its strength.Based on the theoretical analysis and the actual marketing of corporate business,this paper puts forward a marketing strategy for Jincheng Bank's corporate business.First of all,the essential theoretical foundation of the business marketing strategy of Jincheng Bank is analyzed,including domestic and international research dynamic,the connotation and characteristics of commercial banks' corporate business,the meaning of corporate business marketing of commercial banks and its relationship with the general marketing,etc.This paper expounds the basic concept of commercial banks' corporate business marketing,and analyzes the marketing theory of CCDVTP which is used as the theoretical basis for marketing strategy of Jincheng Bank's corporate business.Secondly,the present situation and the environment of Jincheng Bank's corporate business marketing are analyzed.And it introduces the development history and the situation of the corporate business marketing of Jincheng Bank,finding the problems of the marketing of Jincheng Bank's corporate business.Based on PEST model and SWOT model,it analyzes the internal and external environment of Jincheng Bank's corporate business marketing,which provides a realistic basis for the formulation of the marketing strategy of Jincheng Bank's corporate business.Later,on the basis of theory and practical analysis,it puts forward the strategy of the target market positioning,innovation,communication,value delivery and making profits of Jincheng Bank's corporate business in order to improve the efficiency of its corporate business marketing.Finally,in order to ensure the smooth implementation of marketing strategy toward Jincheng Bank's corporate business,it puts forward the security measures including the construction of professional marketing team,the customer-oriented marketing culture and the well-developed information system for the corporate business.It will further promote the development of Jincheng Bank's corporate business.The perfect marketing strategy of corporate business will help Jincheng Bank to increase its competitiveness to realize the expansion of its corporate business scale and promote it long-term sustainable development.The study of the marketing strategy of Jincheng Bank's corporate business not only helps Jincheng Bank to adjust the marketing direction and content and expand its business customers,it can also provide guiding experience for other commercial banks and promote the healthy development of financial market in China.