Research On The Marketing Strategy Of Green Finance Business Of WF Bank

In recent years,urban commercial banks have actively implemented the strategic deployment of Party committees and governments at all levels to promote the overall green transformation of economic and social development,actively served and integrated into the new economic development pattern,supported the development of green low-carbon circular economy,served the ecological protection and high-quality development of the Yellow River basin,established a good image of a green development bank,actively innovated products and services,and gave full play to the capital market to optimize resource allocation Serve the function of the real economy and expand the green financing channels of enterprises.As one of the city commercial banks in China,WF Bank gives full play to the function of green finance in optimizing resource allocation and serving the real economy,and constantly improves its green financial business marketing ability.It needs to optimize its marketing strategy,support the high-quality development of regional economy with practical actions,and gradually develop into a modern joint-stock commercial bank with independent legal personality through continuous accumulation and development,At the same time,it has flexible management mechanism,distinctive brand characteristics,good capital adequacy ratio and significant operating benefits.However,there are also some deficiencies in the development of green financial business.Therefore,it is of great theoretical and practical significance to optimize the marketing strategy of WF Bank green financial business.This paper takes WF Bank as the research object,through exploring the current marketing situation of WF Bank green financial business,analyzing the problems and causes of WF Bank green financial business marketing strategy,using PEST model and Porter’s five forces model,analyzing the macro environment and peer competition environment that WF Bank green financial business faces,and investigating and analyzing customer needs through customer questionnaires.On the premise of comprehensive analysis,use STP analysis to select target customer groups and position target markets.Through 4P marketing theory and4 C marketing theory,it is suggested to optimize the marketing strategy of WF Bank green financial business from four aspects: product,price,channel and promotion,providing a reference for the development of WF Bank green financial business.In order to ensure the smooth implementation of WF Bankgreen financial business marketing strategy,this paper discusses the safeguard measures for the implementation of WF Bank green financial business marketing strategy from five aspects: improving the organizational structure,providing institutional guarantees,training professional talents,strengthening the credit risk management of green financial business,and optimizing the assessment content and methods.