Research On The Problems And Countermeasures Of Corporate Banking's Marketing Management For Bank Of China B Branch

The marketing and expansion of public business is an important factor affecting the long-term steady development and profitability of commercial banks.A bank B branch is the two-level branch in charge of all operating institutions in B City,which is the large scale of assets and liabilities in the province.However,in recent years,along with the foreign bank entry,the expansion of joint-stock commercial Banks and local commercial Banks,the pressure of market competition of Corporate Banking Services is greater.The pressure is forcing the B branch to break the tradition,find the problems of corporation business service's marketing,and to research and improvement of the existing marketing strategy.Based on the marketing theory and the actual business situation of A bank B branch,this paper analyzes its marketing environment.Through a questionnaire survey of B branch to the corporation business customers,understand and analyze the current status and problems of the bank's STP and 4P.And then,through the SWOT analysis,find the advantages and disadvantages,opportunities and threats of A bank B branch's marketing strategy on corporation business.And put forward that,the bank should divide the enterprise according to the three dimensions of enterprise income contribution,turnover and enterprise type,to determine market segmentation and market target.And market positioning from the aspects of strategy,industry,customer and product.It also puts forward the marketing strategy of A bank B,which can be optimized in terms of product,price,channel and promotion.This paper provides some practical suggestions for solving the marketing of A bank B branch for corporation business,which is of certain practical significance.At the same time,it can also serve as a reference case for the analysis of the marketing strategy of branches which have Corporation business.It provides a reference sample for other commercial banks to analyze,formulate and improve their marketing strategies.