Research On Company Business Marketing Strategy Of Industrial And Commercial Bank Of China S Branch

With the rapid development of domestic economy,Internet finance continues to seize market share,and external regulatory means become increasingly strict,domestic commercial Banks' business survival space is being squeezed,with various profits greatly reduced and non-performing loan ratio increased.As one of the main profit sources of commercial Banks,corporate business is directly related to the lifeblood of Banks.How to adjust the company's business marketing strategy,so that commercial Banks in the competitive industry environment to occupy a place has become a key research direction.This paper takes S branch as the research object.As one of the state-owned Banks in the region,S branch's corporate business is gradually showing weakness in the environment of accelerated change.Problems such as single market positioning,slow product update,inflexible pricing and weak marketing have gradually hindered the development of S branch.This paper use PEST analysis method and SWOT analysis method to make a specific analysis of the internal and external environment of S branch,and draws the advantages and disadvantages of S sub-branch and the marketing strategy based on SO strategy.Then,STP analysis method was used to subdivide,select and position the target market.Finally,the target market of small and medium-sized enterprise customers was determined to expand on the basis of large enterprises and public institutions,and the marketing area was expanded to the whole city.Then,the 4PS marketing mix strategy was used to develop the marketing strategy of S branch from four aspects of product,price,channel and promotion.Finally,the author formulated the safeguard measures to ensure the smooth implementation of the business marketing strategy.The analysis and adjustment of S branch's corporate business marketing strategy in this paper provides theoretical reference for S branch to improve its core competitiveness,business level and quality,and safety and compliance operation.It can also provide reference for other commercial Banks to carry out corporate business marketing.