| In recent years,the government gradually strengthened for commercial bank’s risk supervision,limited by its core tier one capital regulation and the inherent requirement of prudent macro management,bank in toward the county financial market competition intensifying,the county branches of commercial Banks need to with limited marketing resources,market development,and focus on the economic value added value brought to the business.In this paper,through the analysis of the commercial bank county branch of the public business marketing problems,put forward the current era of public business marketing strategy.In the marketing mix strategy theory,PEST macro environment analysis,7Ps marketing mix strategy theory,under the guidance of the new pattern of government financial regulation,WD county to the bank of China branch as the research object,the comprehensive analysis of government regulation for commercial bank under the premise of let public business impact,found its marketing strategies exist the following problems:The structural marketing to the public customer base is not reasonable enough;The whole process of product marketing is not carried out in marketing;Product pricing in marketing is not accurately adapted to customers;The construction of marketing channels urgently needs to be strengthened and the publicity and radiation intensity in the early stage of marketing still needs to be strengthened.In order to solve the above marketing problems,firstly,the target market of WD branch of Bank of China is analyzed and determined by using STP analysis framework.Secondly,the 7Ps theoretical analysis framework is used to construct specific marketing strategy innovation of WD Branch’s public business,including multiple measures to consolidate customer base construction,give full play to advantages to promote innovative products,differentiated pricing mechanism,integration of online and offline marketing channels,and strengthening publicity effects.Finally,in order to support the successful implementation of the branch’s corporate business marketing strategy,specific measures are proposed from the aspects of strengthening the top-level design of corporate business marketing strategy,building an information platform for corporate business marketing and improving the level of professional teams.This article represented by WD branch bank of China,the market marketing theory and systemically important bank additional regulation gradually complete the background of the overall consideration,work together in the county branch brought to the business of commercial bank marketing strategy innovation,put forward the marketing strategy innovation and safeguard measures integration optimization scheme,to expand the research depth and breadth of the marketing strategy It also provides reference value for commercial bank county branch’s marketing innovation of corporate business. |
