Research On Marketing Strategy Improvement Of Debt Financing Plan Business Of SJ Bank

With the development and improvement of China’s capital market structure,enterprises in different industries and development stages have more financing channels to supplement capital and expand debt capacity.In order to enrich the categories of direct financing business of investment banks,commercial banks take the debt financing plan,an innovative debt financing tool in the inter-bank bond market,as a business means to meet the direct financing of enterprises for marketing and promotion.Despite the flexibility and convenience of the debt financing plan business,since SJ Bank launched the debt financing plan business,the business has grown gradually,but related problems have gradually emerged.The construction of relevant systems and mechanisms for the marketing and promotion of this business still needs to be improved.Firstly,this thesis sorts out and summarizes the relevant literature and research status of the debt financing plan and the marketing strategy of commercial banks;Then it introduces STP theory,marketing mix theory and relationship marketing theory as the theoretical basis of this thesis;Thirdly,we sorted out the business data of SJ bank’s stock debt financing plan,analyzed and summarized its development status,found out the problems of the debt financing plan business,such as low market coverage,insufficient collaboration between business departments,inappropriate formulation of business elements,insufficient initiative of business marketing personnel,and then carefully analyzed the causes of the above problems,including the deviation of the business market positioning,defects in the management process The formulation of business elements lacks reference,and the incentive mechanism of marketing personnel is inappropriate.Finally,applying STP theory,marketing mix theory and relationship marketing theory,this thesis repositioned the marketing strategy of SJ bank’s debt financing plan business: repositioning the market,improving the marketing business process,optimizing the business elements,formulating standards,expanding customers and enhancing relationship management,implementing market-oriented incentive mechanism,supplemented by relevant safeguard measures such as organization,personnel and marketing support,so as to ensure the smooth implementation of relevant improvement strategies,Achieve better marketing and promotion of SJ bank’s debt financing plan business.As a member of city commercial banks,SJ bank also faces the challenge of financial disintermediation and mixed operation transformation in its development process.In terms of marketing environment,the transformation of enterprise financing structure and financing demand also forces SJ bank to formulate specific marketing promotion plans for investment banking business to be more scientific,systematic and professional.The writing of this thesis,combined with the author’s actual work,provides specific suggestions for the marketing development of SJ bank’s debt financing plan and the expansion of investment banking business,and provides reference for commercial banks in similar development stages to formulate corresponding marketing plans.