Research On Marketing Strategy Of County Financial Services Of Shandong Branch Of ICBC

At present,a series of major strategies,such as the coordinated development of the country’s regions,the construction of new urbanization,rural revitalization,poverty alleviation and so on,have promoted the policy dividend to be repeatedly released to the counties and villages,driving the rapid development of the county economy.Shandong Province has a large county area and a large population.As the main bank serving the economic and social development of Shandong Province,it is of great significance for Shandong Branch of ICBC to to improve its financial service ability in the county area and serve the high-quality development of the county economy.The paper focuses on the research on the marketing strategy of Shandong Branch of ICBC’s county-level financial services.On the basis of the summary of the relevant research on county-level financial services,it uses PEST analysis to study the external environment;Through Porter’s five forces model,the threats of major competitors,potential competitors and substitutes in the industry,as well as the bargaining power of suppliers and buyers are analyzed;Through interviews and surveys,the current situation and problems of county financial service marketing in Shandong are summarized.The paper subdivides the county financial service market of Shandong Branch of ICBC into C-end individuals,B-end companies and G-end institutional customers,and further subdivides it according to age,company size,unit nature,etc.to determine the target market.Give full play to the brand advantages of state-owned banks,launch personalized products and services according to local conditions and customers,and meet the diversified financial needs of different consumer groups.The paper proposes optimization measures from seven aspects:product strategy,price strategy,channel strategy,promotion strategy,personnel strategy,service process and tangible display.For example,we should build county-specific products,innovate inclusive financial loan products,and adhere to online and offline two-wheel drive;We should actively strive for high interest rate deposit and loan products,do a good job in differentiated pricing and sales of products,and do a good job in the authorization of deposit and loan,so as to maximize the benefits of county entities and people;We should optimize the layout of offline outlets,continuously improve online service capabilities,and accelerate breakthroughs in key scenarios;We should improve the extension service capability,clarify the key target customers,do a good job in cluster service marketing for key customer groups,and strengthen the source business expansion;We should strengthen the staffing,improve the professional ability of the team,and strengthen the leadership team at the county level;We should actively promote the county-level version of mobile banking and pilot the reform of business network operation;We should standardize and do a good job in network hardware construction,create a clean and orderly environment,improve the standard level of service of network personnel,and so on.In order to ensure that the marketing strategy and marketing strategy can be put into effect,the paper puts forward safeguard measures from the aspects of policy guarantee,resource and assessment guarantee,and scientific and technological data guarantee.Finally,summarize the research and put forward the deficiencies and future research expectations.