Research On Optimization Of Corporate Business Marketing Strategy Of NB City Commercial Banks

Currently,commercial banks are facing a major test.In recent years,under the influence of the epidemic,the global economic downturn,the reduction of international investment and the restriction of transaction interaction between various countries have led to the relative turbulence in the international financial markets and also caused significant fluctuations in the trade environment market.In the country,the commercial banking system continues to enrich,more and more joint-stock banks and city commercial banks continue to extend the market scale,foreign banks also continue to enter.With the deepening of China’s foreign trade and other degrees,as well as the gradual relaxation of domestic policies,there are unprecedented contradictions in various business competition among banks;in addition,with the further application of science and technology,there are various emerging factors such as Internet finance,interest rate marketization,financial disintermediation,etc.These emerging factors rapidly integrate the financial needs of the new era and develop rapidly,which further makes the traditional commercial banks The situation of traditional commercial banks has become difficult.For commercial banks,their main source of deposits and profits is corporate business,which accounts for about more than 50% of all spring payments and profits,and corporate business plays a very prominent role in their business development.However,at present,there are still many problems in the business development of commercial banks,such as the homogenization of products between banks,the lack of characteristics and innovation of each bank’s products,the small pricing space of commercial banks compared with state-owned banks,and the problem of complicated service processes in the increasingly competitive market,which has increasingly contributed to the marketing environment of commercial banks.In this increasingly competitive market,the marketing environment of commercial banks has become more and more passive,making commercial banks form a customer-driven,low-margin marketing environment.This leads to the difficulty of commercial banks in business marketing,and the road of self-innovation and reform of commercial banks has a long way to go.As a commercial bank established in 1997,NB Bank has always been based on the corporate philosophy of "integrity and professionalism,compliance and efficiency,integration and innovation",and has a good reputation among modern commercial banks.Therefore,this paper takes NB Bank as an example and studies the marketing strategy of NB Bank’s corporate business in the above context.Firstly,we introduce the background of this paper and the approach of this paper,then we elaborate the relevant theories and concepts by reviewing the literature,and on the basis of understanding the current business marketing situation of NB City Commercial Bank,we analyze the macro environment of NB Bank’s corporate business marketing through PEST model and then analyze the micro environment of NB Bank’s corporate business marketing using Porter’s five forces model,and then use the The SWOT model is used to analyze the strengths and weaknesses,opportunities and threats of NB Bank’s corporate business marketing,and to draw certain conclusions.Finally,on the basis of the above research,the optimization and guarantee measures of corporate business marketing strategy of NB city commercial bank are proposed,mainly from three aspects: optimization of business marketing market positioning,optimization of business marketing mix strategy,and guarantee measures of business marketing strategy implementation.The main purpose of this paper is to explore the optimization methods of commercial banks’ corporate business marketing strategies by using the theoretical models related to marketing management and combining them with the actual commercial banks’ situations to solve the corresponding problems in order to propose scientific and operable improvement suggestions for the difficulties encountered by NB commercial banks in corporate business marketing.It also provides some reference for other commercial banks of the same type in the marketing of corporate business.