Research On Marketing Strategy Of Corporation Financial Products Of NB Bank

With the basic completion of the marketization of interest rates in China,the profit model of commercial banks has gradually changed to focus on deposit and loan spreads,and the public finance business has become a new profit growth point.At the same time,as the wealth of enterprises continues to grow,enterprises need to achieve the goal of maintaining maybe increasing the value of their assets,transforming their investment direction into bank financing,which also further promotes the development of business related to corporate financing in commercial banks.At the same time,due to the impact of breaking the rigid cashing policy,the bank financial management market is subject to stricter external supervision,and horizontal competition is becoming increasingly fierce,which makes commercial banks face unprecedented challenges in the marketing of corporate financial products.This article takes NB Bank as research object,combines domestic and foreign literature review,adopts literature research methods,questionnaire survey methods,comparative research methods,and case analysis methods,and proceeds in the logical order of raising,analyzing and solving problems.The author analyzed the macro environment of China’s commercial banks by using PEST theory,and conducted a comprehensive study on the overall marketing strategy environment of commercial banks’ corporate commercial products from the micro perspective through the Porter Five Forces Model.The in-depth analysis of NB Bank’s financial product marketing strategy using SWOT analysis focuses on the current situation of NB Bank,by combining the external environment and internal conditions of NB Bank,summarizes the advantages and disadvantages of NB Bank.Based on the analysis of current development situation of NB Bank’s corporate financial products,the paper analyzes the shortcomings of NB Bank’s marketing strategies for financial products using the 4P theory,and proposes specific marketing strategies that can be adopted to address the market environment: in terms of product strategies,establish a brand image,strengthen product test and development,and provide value-added services;In terms of channel strategy,innovate and optimize channels,fully develop telephone banking and Mobil sales channels,expand mobile financial marketing;In the words of price strategy,provide portfolio pricing,improve the pricing system,and obtain price advantages through competitive pricing;In terms of promotion strategies,increase the frequency of mobile application interaction,cultivate professional talents,and maintain the bottom line of compliance;In terms of service strategies,improve service quality,enrich service content,and make customers pay more attention to a sense of participation.This study is a further improvement and refinement based on the existing theoretical system,which further enriches the existing theory and provides reference value for improving NB’s marketing strategy for optimizing corporate financial products and improving NB’s core competitiveness in corporate financial business.