Research On Corporate Financial Business Marketing Strategy Optimize Of Q Sub-Branch Of ICBC

With the development of China’s economy,especially the deepening application of fintech and the application of big data,Internet finance emerges at the right moment,and has an instant impact on the personal retail business of the banking industry.Moreover,the new normality of the economy,the increasingly strict regulatory measures and the increasingly intensified inter-bank competition of commercial banks have led to great changes in the ecology of the banking industry.The golden age of the banking industry has passed.Where is the future?Facing the great changes of technology and economy,how should the banking industry transform and develop? It has become a problem that many in this industry need to face.Based on the actual situation of the Q Sub-branch of the Industrial and Commercial Bank of China(ICBC),this paper starts from the perspective of the corporate account managers in the grass-roots branches of state-owned commercial banks,and mainly discusses the optimization of marketing strategies for corporate financial business of Q Subbranch.It also conducts the research by combining with many theories of public relations and marketing,as well as the theories of supply chain finance and scenario finance widely used by commercial banks in recent years.According to the current marketing strategies applied to the corporate financial business of Q Subbranch,this paper finds that there are certain shortcomings in Q Subbranch in terms of products,prices,channels,promotion methods,staffing,equipment display and business process,etc.The key problems are low product penetration,single customer acquisition channel and insufficient customer stickiness.Based on the problems found in the research,this paper optimizes the marketing strategies for the corporate financial business of Q Subbranch from 5dimensions,and suggests 5 main optimization measures,such as Market selection strategy optimization.individualizing product promotion,formulating more flexible price strategies,increasing the quantity of customer acquisition channels and promotion methods.At the end of this paper,it presents safeguard measures from 4 aspects: conceptual changes,incentive measures,management of risk control,personal allocation.This paper provides Q Subbranch with a series of optimization measures and recommendations for improvement which could improve the sustainable and advantageous development of its corporate financial business.Besides,it hopes that it could be the reference point for the grass-roots branches of state-owned commercial banks to transform corporate financial business.