Research On Marketing Strategy Of Institutional Banking Business

In recent years,with the reform of the interest rate market,financial disintermediation,the rise of Internet finance,and the pressure of economic downturn under the impact of the epidemic,commercial banks have become increasingly difficult to operate and manage.At the same time,with the increasing leverage ratio of residents and the influence of the financial management of residents’ deposits,the retail business developed slowly.Compared with the weak growth rate of the retail business,the institutional business has maintained a relatively high growth,and it has certain theoretical and practical significance to study the marketing strategy of the institutional business in depth.Bank A was established in 2013.After opening,it quickly opened up the local market through institutional business and created a business peak.However,in recent years,its development has been hindered,and it is urgent to find the reasons and optimize solutions.This paper draws on the existing institutional business marketing strategies and related theories,uses detailed data to deeply analyze the current situation and problems of Bank A’s institutional business,and finds the causes of the problems through questionnaires and interviews,so as to propose a number of targeted and feasible optimization suggestions.Bank A should create differentiated features in its products,make appropriate profits in price strategies to win opportunities,strive for the qualification of centralized payment by the national treasury,expand customer acquisition channels,and try to increase customer expansion efforts.The optimization suggestions put forward in this paper not only help Bank A get out of the business slump as soon as possible,but also have a certain reference for other commercial banks in third-and fourth-tier cities;Bank A is the latest bank established locally,and the research results are also meaningful to competitive strategy research of latecomer.