Research On Corporate Business Marketing Strategy Of J Bank L Branch

After more than 30 years of struggle,J Bank L Branch has made great progress.It occupies a prominent position in the economic and financial development of L province and provides a large amount of credit fund support for the real economy of L province.However,the traditional operation mechanism of state-owned enterprises restricts the rapid development of Banks,and the overall operation lacks vitality.Moreover,the rapid reform of the financial sector over the past decade has led to significant changes in the external operating environment.National policies and peer competition pose a great threat to the development of Banks,and the business development of Banks is facing a severe test.J Bank L Branch should base itself on practice,actively integrate into the fierce market competition,do a good job in financial product innovation,learn excellent business experience,constantly improve its competitiveness,reduce operational risks of Banks,and realize long-term development.Throughout the banking industry,corporate business is still the core business of all commercial Banks today,and it is also the main source of profits for Banks.No matter from the historical perspective or looking into the future,the corporate business is of great significance to the development and transformation of China’s commercial Banks.Therefore,commercial Banks must attach great importance to the exploration and research of corporate business theory and place it at the core of the business development of the whole bank.This paper takes the marketing strategy of J Bank L Branch for corporate business as the object of study.Guided by the marketing theory,it comprehensively applies PEST analysis,SWOT analysis,STP analysis and other market analysis methods.In order to achieve long-term development,in order to further improve the competitiveness,J bank must do a good job in the future development plan of science division customer group,implement market segmentation and formulate reasonable service strategy,promotion strategy,channel strategy,price strategy,product strategy,especially to grasp the good bank core products and related business,and give full play to its function,become the core of bank weapons,fist business.The research shows that in terms of product marketing strategy formulation,product portfolio strategy,product differentiation strategy and brand strategy are adopted.In terms of pricing strategy,determine pricing target,estimate cost and demand,select pricing method and price adjustment strategy;Develop channel strategies,adopt online marketing strategies,offline marketing strategies and cooperation strategies with other financial institutions;In terms of making promotion strategies,personnel selling strategies,advertising strategies,business promotion strategies and public relations marketing strategies are adopted;In terms of service strategy,differentiated service,service evaluation mechanism and service system platform should be established.At the same time,in order to ensure the effective implementation of the marketing strategy,safeguard measures are designed from the aspects of optimizing the organizational structure,perfecting the credit business process,improving the level of risk prevention and control,strengthening the allocation of human capital and strengthening the application of information technology.It is hoped that the research in this paper can provide information support and decision-making reference for Bank J when making marketing plans for corporate business,and also provide reference and reference for other domestic Banks when making marketing strategies for corporate business.