Research On The Marketing Strategy Of Supply Chain Finance Business Of Bank Of Z Shenyang Branch

Over the past 40 years of reform and opening up,China’s manufacturing industry has achieved rapid development,and many industries have formed an integrated supply chain business model with leading enterprises as the core and upstream and downstream smes as the support,and the supply chain finance industry has emerged as The Times require.With the strong support of national policies and the rapid expansion of supply chain industry in China in recent years,major commercial banks regard supply chain finance as an important strategic direction of transformation and development and the main growth point of business,and the existing market competition is very fierce.Therefore,it is of great significance to study the marketing strategy of supply chain finance business of commercial banks.Based on the Z bank shenyang branch as the research object,with its marketing strategy as the main research content of supply chain finance business,using the analysis method of the classical management theory,the Z bank shenyang branch of supply chain finance business development situation and existing problems were analyzed,and on the basis of these studies put forward targeted marketing strategy,In order to promote the in-depth development of Z Bank Shenyang Branch supply chain finance business.This paper first uses PEST model and Porter’s Five Forces model to sort out the operating conditions,macro environment and competitive environment of Z Bank’s supply chain finance business.Secondly,SWOT matrix analysis,STP theory combined with the current problems faced by the operation,the implementation of the strategy of matching analysis,determine the marketing target and marketing strategy;Thirdly,using the 7P theory,it puts forward the targeted marketing mix strategy from the aspects of product strategy,pricing strategy,channel strategy,promotion strategy,personnel strategy,visible display strategy,process management strategy and so on.Finally,the paper puts forward comprehensive safeguard measures from perfecting organizational structure,optimizing supply chain business process,perfecting risk management process and guaranteeing technical support.Based on business data and analysis of classical theories of management,this paper comes to the conclusion that developing supply chain finance business is an important strategic direction and main growth point of commercial banks’ transformation and development,which should be based on the resource endowment of the bank and strengthen policy preference.The development of supply chain finance should be based on the complete entity industry form.The development of supply chain finance based on the new development stage,gradually from offline to online business model;To develop supply chain finance business,we should dig out the blue ocean of business and base on core customers and large customers.On the one hand,this paper provides detailed marketing strategies for the development of supply chain business of commercial banks and the realization of strategic transformation,and expands the marketing methods and ideas of supply chain products.On the other hand,it can effectively solve the financing difficulties of small and medium-sized enterprises and provide a clear solution path to achieve a win-win situation for both banks and enterprises.