Optimization Research On The Marketing Strategy Of Public Business Of X Commercial Bank

In recent years,due to the deepening of China’s interest rate liberalization reform,the development of China’s financial supply side has posed unprecedented challenges,and commercial banks in the operation and development environment has undergone significant changes.In addition,due to the impact of the epidemic,the macroeconomic downward pressure has increased,the production and operation environment of all kinds of enterprises has deteriorated,and the financing chain of small and medium-sized private enterprises is also difficult to continue.The production and operation of some companies have fallen into difficulties,and the credit risk has increased.Commercial banks are also facing huge pressure of market competition.Corporate business is one of the core businesses of commercial banks and contributes greatly to the business income of commercial banks.Therefore,it has a positive significance to promote the sound development of corporate business and promote the innovation of commercial banks’ marketing model.Business in commercial Banks to carry out the approaches to the process of marketing activities,how to correct marketing theory as the guide,make rational marketing strategy,to meet the financial needs of customers,is toward the commercial bank business transformation key to the success of marketing activities,every commercial bank is also need to study and solve the important problems in the face.This thesis takes X commercial Bank’s corporate business as the research object and analyzes it with the scientific theory of marketing.First of all,STP theory is used to clarify the target customer group of X commercial bank’s public business and find out the market positioning of X commercial bank.Then,through questionnaire survey,the main problems existing in X commercial bank’s public business are gradually discovered.Then,the problems existing in X commercial bank’s public business are analyzed with the theory of service marketing mix 7Ps.It is found that X commercial bank has such problems as excessive dependence on large public clients,single product organization,homogeneity of comprehensive pricing methods,insufficient marketing channels and weak team of account managers.Secondly,in view of these five aspects,five optimization measures are put forward,which are: optimizing the corporate customer structure,diversifying the corporate business products,optimizing the product pricing method,expanding the corporate business marketing channels and building excellent corporate business marketing team.Finally,in order to ensure the smooth implementation of the above five optimization strategies,this thesis formulates safeguard measures from three aspects: perfecting talent incentive mechanism,implementing marketing capital needs and establishing marketing organizational structure.Through the whole research of this subject,we strive to optimize the marketing strategy of X commercial Bank’s public business,so as to break through the development bottleneck of X commercial Bank’s public business and promote the continuous growth of its public business.At the same time,it also provides a certain reference for the same type of small and medium-sized joint-stock commercial banks to the public business marketing.