Research On Marketing Strategy Of CCB's Cash Management Business Under Internet Banking

As the foundation of commercial banks,cash management business has been facing an unprecedented impact.When competing with the Internet finance,traditional commercial banks represented by CCB XX have incomparable advantages at the aspects of capital,brand,risk control and so on.However,the cash management business has been severely restricted because of inaccurate product market positioning,single marketing channels,inadequate customer service and team construction,insufficient incentive mechanism and incomplete marketing strategy.How to face their own problems and weaknesses,to solve the various problems and to rebuild strong cash management and business profitability is the starting point of this paper.This paper,first of all,respectively elaborates the connotation of cash management business marketing and reviews the relevant theoretical basis,including the 4P marketing theory and the theory of supply chain finance.In the next step,this paper uses the SWOT analysis model to analyze the profound influence of Internet finance on cash management business and marketing strategies in the commercial banks from challenge and opportunity these two aspects.Taking the XX branch of China Construction Bank as an example,this paper analyzes the present situation,problems and causes of the cash management business marketing one by one.Finally,combined with the problems,this paper plans the optimization scheme of cash management business marketing strategy for the bank.In the first place,in the system construction level,the bank should strengthen the cash management business of strategic planning and regulations,at the same time,while seizing market opportunities,the manager should standardize management behavior.Secondly,in the specific implementation level,the bank should take a global perspective to create a sustainable development of the cash management business system,to actively promote the internet thinking 020 online and offline multi-channel collaborative development,to strengthen the fine management of product prices with the integrated business philosophy,to support implementation of target customers of precision marketing with big data technology.Thirdly,in the basic security level,the bank should focus on organizational models,talent team and assessment incentive mechanism to ensure the healthy development of cash management business.Based on the research of XX branch of CCB,this paper aims to provide reference to the strategy optimization of the cash management business for the Construction Bank and other commercial banks.