Research On Corporate Banking Marketing Strategy Of A-branch Of ICBC

Branch A of the Dalian Branch of Industrial and Commercial Bank of China was established in 1998.With the help of the continuous development of Dalian’s economy,it has gradually grown into an influential financial institution with multiple characteristic businesses in the region over the past 20 years.In recent years,the competition in Dalian’s banking industry has been extremely fierce.As an important part of the revenue of Sub-branch A,the public business is one of the most fiercely competitive businesses in the industry.At the same time,under the background of the accelerated development of Internet finance,the regulatory policies of the national and local governments on the financial industry have also become more and more strict,making Sub-branch A face unprecedented challenges in business expansion.Challenges often coexist with opportunities.How to find and seize opportunities in the challenges under the premise of ensuring the stability of external society and economic order is an urgent problem for Sub-branch A at present.This paper is based on the existing corporate business marketing strategy of Dalian Abranch of ICBC,under the guidance of marketing theory and commercial bank marketing theory,comprehensively uses marketing analysis tools,and then gives countermeasures.Firstly,taking PEST analysis method and SWOT analysis method as the analysis model,this paper systematically analyzed the internal and external environment and industry environment of branch A,finds out the problems existing in the marketing strategy of branch A’s corporate business,such as low product sales,weak customer growth,lack of follow-up improvement space,business handling efficiency difficult to meet customer needs and insufficient profitability,and then analyzes the reasons.Thirdly,through the research on the current market competition and market potential of the banking industry,the target market of branch A is repositioned by comprehensively using STP theory.Finally,aiming at the problems found,using 4P theory and combined with the actual situation of A branch,this paper puts forward targeted corporate business marketing strategies in four aspects: product,price,channel and promotion,and puts forward effective safeguard measures.Through the improvement of the corporate business marketing strategy of A-branch,this paper aims to improve the corporate business marketing ability of A-branch and finally achieve the goal of improving the market competitiveness of A-branch.Compared with previous studies,this paper pays more attention to the analysis of the problems and causes of the research object from the perspective of the combination of theory and practice.Therefore,when formulating the corresponding strategies,it also focuses more on the optimization strategies within the scope of authority of branch A,so as to ensure the pertinence and timeliness of the strategies.As a traditional branch of a large state-owned bank,the existing problems of branch A are also common in other state-owned banks.I hope this study can provide reference and reference for other financial peers in corporate business marketing.