Research On The Optimization Of Marketing Strategy For Corporate Business Of Jinan Branch Of Bank

Corporate business of commercial banks is the cornerstone business of commercial banks.Even if some commercial banks transform to retail business and achieve certain success,they still cannot rely on the support of corporate business.Since 2020,the global economic recovery has been difficult,and China’s economic development has also faced a severe and complex internal and external environment under the multiple factors of the COVID-19,the turbulence of the international political and economic environment and so on;In addition,commercial banks are also facing severe intra-industry competition.In the industry context of product homogeneity and concentration of high-quality customers,commercial banks’ reliance on traditional extensive growth models for corporate business has been unable to adapt to the current survival environment,and their marketing strategies are in urgent need of optimization and transformation.This article takes the Jinan Branch of Bank B as the research object,using literature research methods,case study methods,and other methods to conduct a comprehensive study from the internal and external environment it faces and customer needs,to explore a new marketing strategy system for its corporate business development.Since its establishment,Bank B Jinan Branch has gradually formed a marketing strategy system that focuses on deposit priority,customer comprehensiveness,and utilization of original advantages,supporting Bank B Jinan Branch to complete its original accumulation and rapid development in the early stage.This is an effective marketing strategy implemented in a certain historical period.However,under the challenges of the current economic downturn,high regulatory pressure,intensified horizontal and local competition,problems such as weak performance growth,insufficient profitability,potential risks,and lack of advantageous sectors have also been exposed.This study suggests that Bank B Jinan Branch optimize its corporate business marketing strategies from the following aspects: investment banking,transaction banking,and customer "dual ownership",and do a good job of implementing safeguards in marketing systems,human resources,incentive mechanisms,and risk control.The research on corporate business marketing strategies of Bank B Jinan Branch not only has strong guiding significance for the development of corporate business of Bank B Jinan Branch,but also provides a route choice for commercial banks,especially medium-sized banks,to optimize and transform their corporate business,including investment banking,transaction banking,and customer "duality".Banking service is one of the important services to promote economic and social development.This study will have a positive impact on the healthy development of regional economy.