Analysis Of The Marketing Strategy Of Bank Of China JN Branch For Corporate Business

Banks are businesses that deal with money and can be divided into corporate and private business according to the type of business.Corporate business is mainly aimed at companies or entities,while private business is aimed at individuals.Corporate business has traditionally been the cornerstone of business development and the main source of income for banks.However,in recent years,against the backdrop of financial disintermediation,continued tightening of regulation,risk prevention and deleveraging in China’s banking industry,problems such as the crowding out of traditional business markets and the loss of quality corporate business customers have become increasingly prominent.The leading edge of corporate business is shrinking and will become an inflection point in 2020.2020 is affected by the epidemic,and banks’ policies to reduce the burden and fees and concessions for the real economy have led to a continuous narrowing of public revenue,with the latest financial reports of Bank of China,Agricultural Bank and many other banks’ revenue from private business having overtaken that from corporate revenue.In the case of Bank of China JN Branch,the scale of corporate business and operating income are facing unprecedented challenges,and the transformation and development of corporate business has become a pressing issue.Based on the current situation of Bank of China JN Branch and 609 questionnaires,this thesis finds that it has problems such as unreasonable customer structure,backward product competitiveness,complex business processes.Combining the macro and micro environment faced by JN branch,the PEST tool,five forces model and comprehensive SWOT analysis were applied to find the marketing strategy for JN branch’s corporate business.Through the optimization of products,pricing,place,promotions,personnel,processes and physical displays,Bank of China JN Branch in the local market of JN will be clarified to change the status quo of JN Branch’s corporate business marketing,enhance the competitiveness and contribution of corporate business,and achieve high-quality development of corporate business.To ensure the implementation of the optimisation strategy,four aspects of human resources,marketing organisation,culture building and risk control are required.This thesis proposes practical and feasible marketing strategy optimisation solutions for JN branch from the perspective of objective reality,which is of great practical significance for JN branch to break through the bottleneck and transform the development of its corporate business,and also provides guidance for local financial institutions in JN to expand their corporate business.