Research On The Marketing Strategy Of Bond Underwriting Business Of Y Branch Of X Bank

From 2012 to 2020,the bond underwriting scale of X Bank has ranked top among the joint-stock commercial banks for nine years,while the bond underwriting scale and the number of bonds underwritten by X Bank have ranked top in the market for three consecutive years from 2018 to 2020.However,Y Branch,one of the key branches in the construction of X Bank in the province,does not have the leading edge in bond underwriting performance,either in the system of X Bank or in the comparison of peers in the jurisdiction,showing inconsistency with the development direction of the head office.In this paper,we compare the bond underwriting performance of Y Branch of X Bank with other branches in the system and with other competitors in the same industry in the jurisdiction through vertical comparison and cross-dimensional comparison,and highlight the following marketing problems in bond underwriting of Y Branch of X Bank:Insufficient number of contracted customers,lack of innovative products on the ground,and insufficient comprehensive benefit drive.On this basis,the causes of the aforementioned problems are revealed in terms of external and internal influencing factors,respectively.Through questionnaire interviews with 22 customers who have issued bonds and8 customers who intend to issue bonds in the jurisdiction,and based on the interview results,this paper suggests optimizing the bond underwriting business of X Bank Y Branch from four perspectives of "people,process,program and performance" by applying the new 4P marketing theory.In the specific segmentation perspective,the paper proposes to unite competitors and develop long-term customer relationships externally,and build internal staff internally to improve the overall relationship marketing and avoid marketing myopia;combine the characteristics of local industries and customers,and grasp the four economic hotspots of "digital economy,marine economy,green economy and cultural tourism economy" that are the focus of the current regulatory policy.X Bank Y branch should do a good job in the implementation of marketing strategies from five aspects: system,organization,culture,personnel and system.This research paper aims to analyze the specific problems in the marketing of the bond underwriting business of Bank X in Y City based on the actual situation and highlight the marketing strategies and implementation suggestions.The study has realistic application value and also provides reference for peer financial institutions with similar phenomena.