Research On Marketing Strategy Of Individual Liability Business Of Agricultural Bank Of China SX Branch

Since 1978,China’s economic construction has made remarkable achievements,the rapid expansion of economic aggregate,the substantial improvement of comprehensive national strength,the great improvement of people’s material living standards,and the significant increase of urban and rural residents’ disposable income,which provide a good macroeconomic environment for commercial banks to develop personal debt business.At the same time,with the further opening of the financial market and the gradual implementation of interest rate marketization reform,more and more commercial banks began to seize the personal liability business market,and the competition of commercial banks for deposits gradually intensified.It is difficult to get rid of the inherent concept of large state-owned commercial banks formed in the planned economic system for decades,"waiting for customers to come to the door","experience decision-making" and "organ style" have not been completely eradicated,the awareness of active marketing of personal liability business is not strong,and the systematic marketing management strategy is lack,which leads to the lack of sufficient competitiveness in the increasingly fierce competition of banks.How to face the constraints of internal and external resources,how to gain an advantageous position in the increasingly severe competition,how to rely on improving their own personal liability business marketing level,so as to obtain stronger competitiveness,grasp historical opportunities,and meet a new round of rapid development,has become an urgent problem for commercial banks.In this context,this paper first summarizes the relevant theories of commercial bank marketing.After that,taking SX branch of Agricultural Bank of China as an example,this paper introduces its basic situation,personal liability business development status,personal liability business marketing status in detail.On this basis,PEST analysis model is used to analyze the social,economic,policy and technical factors that affect the marketing environment of SX branch of ABC from a macro perspective.And SWOT model is used to analyze the personal liability business marketing of SX branch of ABC from four aspects:advantages,disadvantages,opportunities and threats.Finally,combining the problems existing in the personal liability business marketing of SX branch of Agricultural Bank of China,the paper plans the future target market and market positioning of SX branch of Agricultural Bank of China from the perspective of STP strategy,and according to the above analysis,the corresponding improvement plan is made for SX branch of agricultural Bank ofChina from four angles,including product strategy,price strategy,channel strategy and promotion strategy.In terms of product strategy,deposit can be combined with value-added services,and deposit products can be innovated.In terms of price strategy,we can combine a variety of deposit interest rate pricing methods,formulate targeted strategies by groups and situations,and adopt refined pricing authorization management.In terms of channel strategy,we should pay attention to the organic combination of "online marketing channel + offline marketing channel" to realize the complementary advantages of the two;actively learn from the construction of high-quality online customer acquisition scene in the industry;and actively build "experience + intelligence" smart banking outlets.In the aspect of promotion strategy,we should combine store sales with export sales,implement comprehensive marketing strategy,and implement linkage marketing strategy to build marketing team.In addition,from the perspective of organization guarantee,incentive mechanism guarantee,corporate culture guarantee,technology guarantee and human resource guarantee,this paper gives the implementation guarantee of personal liability business marketing strategy of SX branch of Agricultural Bank of China.