Corporate Marketing Strategy Research Of ICBC Economic Development Branch

Since the reform and opening up,China’s commercial banks have changed from planned economy mode to market management mode,which has made great progress in their development.Under the new economic situation,commercial banks will also face a new competitive pattern.Due to the development of science and technology,the technical level of new products is improved,and many links can be realized through intelligent control,thus reducing the cost of product innovation,improving the yield,and meeting the growth of user demand.However,the innovation of existing intermediary business is still the main driving force to promote the development of deposit and loan business.In order to improve the profitability of enterprises,we should strengthen the further development of financial services for the original industries in order to better meet the needs of customers.In China,the original deposit and loan business is only the basis of maintaining customers,while the intermediary business is the main way to create benefits.In the increasingly fierce market competition environment,ICBC’s expense bank should quickly adapt to the current market competition mode,analyze the difficulties and problems existing in the current marketing of corporate business,and formulate corresponding marketing reform measures.In view of the current situation of the corporate business of the expense bank,we must resolutely promote the incremental expansion of the asset business.In order to improve the total amount and structure of asset business,we should vigorously promote credit supply and make it in a leading position in the same industry,both increasing and optimizing.It is necessary to continuously adjust the structure and build a new ecology with high quality development.Actively promote the strategic layout of "making the best of each other’s strengths,strengthening the foundation",strengthen the construction of the first personal financial bank,deeply tap the potential of traditional business,open up new areas of competition,and constantly optimize the structure of customer resources,asset-liability ratio,products,income and channels to enhance the competitiveness of enterprises.After nearly two years’ analysis,it is found that there are some problems in the marketing of corporate business of ICBC.In order to better understand these problems,this paper uses PEST model and SWOT model to analyze the advantages,disadvantages,opportunities and threats of corporate business marketing.Through in-depth contact and understanding of the real needs of customers,we can thoroughly implement the "customer-centric" business philosophy and customize exclusive products and services for customers.Optimize innovation channels,do a good job in basic projects with GBC+ as the core,and strengthen the strategic support of science and technology,data and talents.Improve the customer relationship management system,strengthen the collation and collection of customer information,scheme design,business dealings and tracking services,and build core competitiveness.Through the application of 4P theory,this paper has formulated a series of optimized combination strategies,including product strategy,price strategy,channel strategy and promotion strategy.At the same time,a series of marketing implementation guarantees have been formulated: to thoroughly implement the requirements of Party building in the new era,to do a good job in style construction,culture construction and team building with high quality,to make overall plans for epidemic prevention and control and risk control,to establish a sound customer relationship management system,to strengthen the management and daily assessment mechanism of public account managers,to realize public-private linkage,to give full play to the functions of account managers,and to escort ICBC’s public business marketing through expenses.