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

Corporate business is one of the main sources of income for commercial banks.Due to large size,low costs,and high stability,more and more commercial banks are aware of the importance of marketing and maintaining corporate customers,and the competition in corporate business is becoming increasingly fierce.However,with the development of interest rate marketization,financial disintermediation,and internet finance,enterprises have diversified financing channels,and their dependence on banks has gradually decreased.Therefore,continuously optimizing and improving marketing strategies is of great significance for commercial banks to increase market share,maintain healthy development,and also play a significant role in responding to the new normal of China’s economic and serving the development of local real economy.This article takes the corporate business of the Lanzhou branch of ZX bank as the research object.Based on the existing research results and mature theoretical guidance of marketing,it summarizes the problems existing in the marketing strategy of the corporate business of the Lanzhou branch through questionnaire survey.Secondly,through PEST analysis and Porter’s Five Forces Model,we analyzed the macro environment and competitive environment.SWOT analysis is used to identify the strengths,weaknesses,opportunities,and threats of the corporate business of the Lanzhou branch of ZX bank.Finally,based on the STP market segmentation theory,the target market and positioning of the Lanzhou branch are clearly defined,and the 7Ps marketing theory is used to optimize strategy in the aspect of product,price,place,promotion,people,process and physical evidence of the corporate business of the Lanzhou branch,and to propose implementation guarantees for marketing strategy optimization from four aspects.It is hoped that through this research,the problems existing in the marketing of the corporate business of the Lanzhou branch of ZX bank can be solved,so as to improve its market competitiveness in the region and promote the healthy development of its corporate business.At the same time,this research is meaningful for other commercial banks as well.