Research On The Marketing Strategy Of Investment Bank Of MS Bank In Shenzhen Branch

In recent years,in the process of strengthening the supply side reform and vigorously promoting industrial upgrading,production capacity and inventory,the pace of domestic industrial structure adjustment has also accelerated.Bank customers have more and more demand for investment banking services such as mergers and acquisitions,asset securitization and asset management.In the Shenzhen area,because of the large number of listed companies and the development of financial market,it provides a huge investment opportunity for banks.At present,with the gradual increase of economic downward pressure and the stricter financial supervision,the operating environment of the banking industry in China has been deteriorating,the bad balance and bad rate of the banks have increased both,which makes the banks urgently need business transformation and find new profit growth points.In addition,with the development of the capital market and the deepening of the interest rate marketization,the opportunities for direct contact with the capital market have increased greatly.Many enterprises have obtained a large amount of low cost funds from the capital market,thus promoting the banking institutions to actively adjust their own business structure and expand investment banking.Therefore,how to effectively carry out the investment banking business and complete the transformation of operation will be the focus of the bank’s future work under the condition of customers’ needs and banks’ motivation.This paper,taking the marketing strategy of the investment bank of MS Bank of Shenzhen branch as the research object,describes the development status of the investment banking business of the Shenzhen branch of Shenzhen branch,and finds out the main problems of its investment banking in the marketing process,and describes its macroeconomic situation,the economic characteristics of the Shenzhen region and the competition of the same industry.In addition,it analyzes the advantages and disadvantages,opportunities and threats to its investment banking business,thus determining the root of the problem,and reading a lot of literature on the development of marketing and investment banking,and carefully studying the STP analysis tools,using its market segmentation and market positioning theory,the most important.Finally,we design a characteristic and innovative marketing strategy of investment banking for Shenzhen branch,and propose a customer centered,differential and professional management oriented,innovative marketing model and innovative marketing strategy combination(4Ps)and talent protection measures,hoping to provide valuable investment in its business development.Reference resources.