The Research On The Optimization Of Key Account Marketing Strategy Of Investment Banking Business Of XY Bank Zhuzhou Branch

Since the outbreak of COVID-19 in 2019,the world economy has been severely impacted,and the world economy has shown a trend of multi-polarization.In such an international economic situation,China has constructed the international and domestic double-cycle development pattern to promote national economic recovery and development.With the dual effects brought by the continuous reduction of the quoted interest rate of the central bank loan market(LPR)and the national support for the development of real enterprises,the profits of the traditional credit business of commercial banks are getting lower and lower.However,investment banking business is characterized by strong professionalism,considerable returns and less occupation of economic capital.Facing the unprecedented development opportunities of investment banking,how to seize the opportunity to seize investment banking business has become an urgent problem for China’s commercial banks.In this context,it is particularly necessary to study the marketing strategies of investment banks’ key accounts.This paper takes The Zhuzhou Branch of XY Bank as the research object to clarify the significance of this study.Based on the collection and study of relevant theoretical research and literature at home and abroad,it analyzes the current status of key account marketing of the investment banking business of Zhuzhou Branch of XY Bank.Found it in the big customer marketing,product homogeneity of weak foundation,target market position is not clear,inline linkage marketing has such problems as breakpoint is not obvious,business value,and further analyze the problem causes mainly product updates slower,less innovation business,the business flow skew too long,the marketing concept,marketing team,professional skills and other factors.Based on the internal and external environment and SWOT analysis of XY Bank Zhuzhou Branch,we should set up an investment banking franchise system and improve product advantages through product differentiation strategy.Further marketing strategy optimization plan by improving the professional ability of marketing team and providing value-added services for customers.In order to realize its optimization strategy,the author designed the guarantee measures,such as optimizing the structure,capital guarantee,strengthening the construction of fintech,strengthening the risk management and internal control.