A Research Into The Marketing Strategy Of Cash Management Services In China Everbright Bank

With the deepening of interest rate liberalization and financial disintermediation,banking interest rate spreads get small,Commercial banks has faced challenges including shrinking profit margins and intensifying competition.Commercial banks must be faced with the adjustment of the income structure and business transformation.Commercial banks rely on cash management services,covering many aspects of customer funds settlement,financing.They will be using existing resources,and expand on the lower reaches of financial services.The income from the large superior quality client have become an important part of median incomes.China Everbright Bank efforts to build "Sunshine Chamberlain" cash management brand,enterprise customers include media,coal,automobile and other 26 industries.But in the recent years,the fierce competition in the industry,all the commercial banks competing to launch their richer cash management service brand,China Everbright Bank has faced the difficulties of customer churning.In this paper,through the analysis of internal and external market environment of China Everbright Bank,clarify the advantages and disadvantages,opportunities and threats of China Everbright Bank cash management business development,and analysis the key problem of cash management business marketing.Then carry out market segmentation and market targeting of cash management market,form the development of products,price,promotion,channel,propose suggestion of marketing,develop measures of the strategy implementation guarantee and present control recommendations.