Research On The Business Marketing Strategy Of The Mining Enterprise Company Of Z Bank Hohhot Branch

As an integrated financial institution in Inner Mongolia Autonomous Region,Hohhot Branch of Z Bank Co.,Ltd.(referred to as Z Bank),is committed to market positioning,actively improving the retail and corporate business marketing system,and effectively controlling market risks.Since the reform of the commercial bank’s shareholding system in China,it has achieved great stride in terms of marketing strategies,corporate customers’ service awareness,countering service,publicizing strategy,outlets layout and risk prevention.However there is still a big gap between with foreign banks in the aspects of the development of retail and corporate target customers and the promotion of service concepts.There are some following problems nearly in the most of regional commercial banks: inaccurate market positioning,shortage of customer segmentation,and serious homogeneity of financial products and counter services.All these problems have hindered the progress of professionalism and systematism of banking corporate business.This article first analyzes the current business marketing situation of the company in Hohhot branch of Z bank,and lists the financial situation in the region and the development of the business of the branch company.Then,through analyzing the business marketing environment of local mineral companies,the main factors of the development of local mineral business were discovered,and SWOT analysis was carried out on the business of Z bank mineral companies.The advantages,disadvantages and opportunities and threats are analyzed.On the basis of this,the paper makes use of the STP theory to subdivide the existing market according to the variety and geographical location of the mineral products of the customers,and has drawn up detailed target customers according to the needs of the customers.Based on the above-mentioned customer orientation,this paper proposes corresponding suggestions from 4P’S aspects: product strategy,price strategy,channel strategy and sales promotion strategy.The strategy is to design products that are suitable for mining enterprises,smelting enterprises and mineral trading enterprises.The price strategy is based on an internal assessment of the risk rating,which sets out the benefits that meet the level of enterprise risk,and the principles of high risk and high yield.The channel strategy depends on the development of science and technology,through electronic channels and tripartite channels.