Research On Markting Strategy Of Deposit Business For The Liaoning Branch Of CB Bank

With the continuous development of the economy,the number of financial institutions in the continuous increase,the financial market is gradually white-hot competition.Largest bank of CB liaoning branch as a local market share and the optimal asset quality of state-owned joint-stock commercial Banks in terms of market share,and customer trust has strong advantages,but compared to the interbank and third-party financial institutions there are still some problems in the marketing strategies,such as target market selection is not accurate,the single product type,the enterprise inside and outside factors of marketing,for CB bank business development has formed a certain challenges.Deposit is the most important evaluation index of commercial Banks and the foundation of their development.At present,with the gradual establishment of people's investment and financial management concept,the funds flowing into the stock market and financial products in the capital market continue to increase,and the share of deposits continues to decline.In addition,the financial market competition in liaoning province is fierce,and Banks and third-party financial institutions have taken the expansion of deposit scale as their primary task,which has put great pressure on the deposit business development of liaoning branch of CB bank.The integrated use of literature research,case study method,using the macro environment analysis,internal environment analysis,as well as the 4 p theory,from the four aspects: product,price,promotion and channel analysis of the status quo of CB bank deposits in liaoning branch marketing strategy,and combing the existing marketing strategy in deposits product design,pricing,promotion and channel of the status quo,analysis found that there is lack of product innovation,positioning is not clear,the product price is low,a traditional way of promotion and product marketing channel operation and other aspects.We study from the deposits of the product strategy,price strategy,promotion strategy and channel strategy four aspects combining with case study data made the diversified product marketing strategy,marketing strategy combination pricing,precise sales promotion and online interactive channel strategy,marketing strategy relying on big data technology support system in this paper,research of precision marketing strategy implementation.At the same time,in order to ensure the smooth implementation of the new marketing strategy,the corresponding work should be carried out from the aspects of system update,human resources improvement,financial resources and support and guarantee of big data platform.Through the combination of theory and practice,the paper puts forward some Suggestions for improving the marketing strategy,so as to promote the liaoning branch of CB bank to continuously expand its market share in the competition of deposit business and realize the rapid development of deposit business.The arrival of the era of big data is not only a challenge but also an opportunity for CB bank.The study in this paper can improve the marketing strategy of CB bank's deposit products,adapt to the change of The Times and market development,improve the competitiveness of enterprises,and provide a feasible plan and a new theoretical perspective for the research on the marketing strategy of bank products.