| In recent years,especially since the outbreak of COVID-19,with the slowdown of global economic growth,most enterprises have difficulties in operation and increased repayment pressure,which has led to a continuous rise in the non-performing rate of commercial banks.At the same time,the development of commercial banks has been affected by factors such as the new normal of the economy,market-oriented interest rates and fierce competition in the same industry.The problem of difficulties in the development of corporate business has been worsening in recent years.Corporate business,as the main profit source and supporting business of commercial banks,is closely related to the development of banks.Therefore,in the current economic downturn,the western regional economy is relatively backward,and the market competition is fierce,the marketing of corporate business of local city commercial banks must focus on the national,provincial and municipal policies,closely follow the market pace,deeply cultivate the local economy,deeply study the industry development,actively expand the business scope,and take both internal and external factors into account.As of the end of the third quarter of 2022,corporate deposits of Z branch of bank M accounted for 52%of the total deposits,and corporate loans accounted for 89%of the total loans.It can be seen that corporate business is crucial to the development of bank M Z branch.As the main business of Z branch of bank M,corporate business must respond to the fierce competition and challenges in the financial market by optimizing marketing strategies,so as to ensure the survival and long-term development of the bank.This paper takes Z branch of M bank,a city commercial bank in Guizhou Province,which is located in Western China,as the research object,and summarizes the current international research status of the marketing strategy of commercial banks’ corporate business by consulting and summarizing the data and literature of domestic and foreign bank marketing and China’s commercial banks’ corporate business marketing strategy.The 4P theory,PEST analysis,SWOT analysis,questionnaire method and management interview method are used to study and analyze the current situation,difficulties and challenges faced by Z branch of bank M in the development of corporate business.Through the analysis,it is proposed to classify corporate business customers according to two standards:enterprise scale and enterprise comprehensive factors,focusing on infrastructure construction,new industrialization,advanced manufacturing Six major target markets including education,medical care and people’s livelihood industry,green finance,Inclusive Finance and rural revitalization,and suggestions on market positioning according to different regions and different businesses.On this basis,through the 4P theoretical analysis,the paper gives optimization suggestions one by one for the problems existing in the corporate business marketing of Z branch of bank M from multiple dimensions such as improving the flexibility of product design,one household one policy for corporate business pricing,strengthening the attention and training of the comprehensive business ability and service level of customer managers,improving the convenience of business handling,increasing the number of online businesses that can be handled,increasing marketing channels,and strengthening performance evaluation,It also puts forward corresponding safeguard measures in terms of system establishment,human resource support,talent training and technology enhancement,in the hope of providing scientific basis for Z branch of M bank to select appropriate marketing strategies for its corporate business,solving the problems of unreasonable,unbalanced and non emphasis on the bank’s corporate business,and achieving long-term and sustainable development,It is also expected to provide ideas for the development of corporate business of other branches of bank M and urban commercial banks in the western region. |
