A Research On Marketing Strategy Of IB Bank Fu Zhou Branch's Corporate Business

Since early 2016,the development of commercial Banks have suffered two difficulties.Firstly,the macroeconomic downward pressure is huge and the regional industries step into the a period of structural adjustment.In addition to that,the credit risk of commercial Banks enhances greatly,and non-performing assets encroach on the commercial bank profits;Secondly,market-oriented interest rate is gradually deepened and high-speed development of all kinds of commercial Banks,Internet finance makes banks competition heating up,evolution trend is obvious.The IB bank has been established for more than 30 years.Assets,liabilities and profits has been growing year by year.But the IB bank has entered the bottleneck of Bank's development since 2016.The speed of assets and liabilities' growth has slowed down,non-pertforming assets ratio has rise gradually,and key business has been difficult to reaching to agreement.And as the oldest branch within the territory of the IB bank,the IB bank Fu Zhou branch's performance is extreme weak in the first half of 2016.Among them,the company's business has been encountering "Waterloo Fall" which means the deposit scale in the third quarter of 2016 has not been able to return to the amount of the end of last year.To get rid of a persistent bad posture,the IB Bank Fu Zhou branch needs to optimize the marketing strategy,build up a new differential competitive advantage,reverse the current business situation.Firstly,this article starts with the analysis of the IB bank Fu Zhou branch's internal and external environment and SWOT.This paper claims that a actively enterprising SO strategy should be taken by IB Bank Fu Zhou branch under the circumstances of the current macroeconomic environment.Secondly,this paper says how to execute business market segmentation and target market selection in IB bank Fu Zhou branch so that we can draw conclusion that the target of IB bank Fu Zhou branch's market should be large and medium-sized enterprises which are located in the main orientation level city in Fujian province as well as the capital cities within the IB bank Fu Zhou branch 's territory.Finally the paper takes"7P" theory of marketing as the theoretical basis,put forward that "one local market and three walls' market" marketing strategy should be taken as the core concept of product strategy of the IB Bank Fu Zhou branch.And price strategy based on the customer profitability analysis model,pricing strategy online optimization and upgrading of channel strategy,promotion strategy based on brand and professional services,participant strategy based on expert training,marketing role setting and incentive scheme of positive and negative,physical evidence strategy based on the combination of physical display of physical networks and expert marketing visualization,process management strategy based on service process optimization and internal control enhancement,will help IB Bank Fu Zhou branch to achieve strategic objectives and profit targets.