Research On Corporate Business Marketing Strategy Of GF Bank TY Branch

In the 21 st century,with the rapid development of Chinese economy,the banking industry is also on the fast lane of rapid development,and the scale of assets is expanding rapidly.By the end of 2021,the total asset size of China’s banking industry was 344.76 trillion yuan,an increase of 7.8% year on year,indicating a large overall scale.Banks play an irreplaceable role in the development of Chinese economy,promoting the healthy development of national economy.However,in recent years,the world economic growth is sluggish,the international economic and trade friction is intensified,the domestic economic downward pressure is increased,especially the severe impact of the COVID-19 epidemic and other macro environment on the development of commercial banks have caused severe operating pressure.Under the background of the new normal of economic development,the increasing openness of Chinese financial market and the deepening reform of interest rate marketization,the competition in banking market is constantly intensifying,which is a major test for the profitability of commercial banks.The TY branch of GF Bank has faced increasing market competition pressure in the past five years since its establishment.Similar to the industry institutions,TY branch’s main profit source is the public business,and the sustainable and healthy development of the public business will directly affect the bank’s profit assessment results,so the effectiveness of the public marketing work is particularly critical for TY branch.It has been nearly 5 years since the establishment of TY Branch of GF Bank.The business dividends of the newly established branch gradually disappear,and the business development gradually enters a stable period.It is difficult to cope with the assessment of the head office in the next few years.At the same time,TY branch has to face the increasing interbank institutions in Shanxi Province and the fierce market competition environment.TY Branch needs to improve and optimize its marketing strategy to achieve a breakthrough in performance.This paper takes the corporate business of TY branch of GF Bank as the research object to study and formulate marketing strategies.Firstly,on the basis of in-depth study and analysis of relevant theories and literature,combined with the author’s work experience and the operation status of GF Bank TY branch,PEST analysis and SWOT analysis are used to analyze the advantages and disadvantages of TY branch’s macro,micro,internal and external marketing environment.Secondly,combined with the GF Bank TY branch’s corporate business operation situation and corporate customer questionnaire survey,put forward the existing problems in marketing.Again,using the STP theory analysis of the bank of GF,TY industry segmentation,target market selection and market positioning,marketing goal set,based on the theory of 7 p marketing model analysis,from product,price,channel,promotion,personnel,tangible demonstration and analysis in seven aspects to explore the process problems of TY branch,and one by one to optimize strategy;Then,in order to ensure the smooth implementation of the above marketing strategies,the safeguard measures are put forward from the three perspectives of system,manpower and risk control.Finally,some suggestions are given to the existing problems through the research conclusions.In this paper,through the research of commercial bank’s marketing to the public business,from a scientific point of view for the GF bank TY branch’s marketing to the public business to provide help;To help the long-term,sustainable and healthy development of TY branch’s corporate business,and provide ideas or reference for the marketing work of banks or other financial institutions,so as to enrich the corporate marketing strategies of commercial banks to a certain extent.