Research On The Marketing Strategy Of Y Bank’s Credit Business Of Large And Medium-sized Enterprises

Since the reform and opening-up,our country’s economic system reform has continued to deep,and the scale of the capital market has continued to grow.By the end of 2021,the total domestic financial assets reached 353.19 trillion RMB.The market structure of our country’s banks and financial institutions has changed from a single form at first to a coexistence of diversity and complexity.At present,in the income composition of banking institutions,the income from corporate credit business accounts for a relatively high proportion,which is an important source of income for banking institutions.The quality of bank’s corporate credit business is related to whether banks can gain an advantage in the fierce market competition,and the credit business of large and medium-sized enterprises has made a significant contribution to the development of the bank’s corporate credit business.Therefore,the credit business of large and medium-sized enterprises has a profound impact on the sustainable development of banking institutions.Based on 4P marketing theory and customer relationship management theory,this paper takes Y Bank as an example to analyze the development status of credit business,and analyzes the marketing strategy status of credit business of large and medium-sized enterprises of Y Bank from four aspects: product,price,channel and promotion.By means of questionnaire survey,problems existing in the marketing strategy of credit business of large and medium-sized enterprises in Y Bank are further analyzed.Then,according to PEST analysis method,the macro-environment of credit business of large and medium-sized enterprises in Y Bank is analyzed,as well as the competitive environment.Finally,it puts forward the marketing strategy suggestions and safeguard measures for Y Bank’s large and medium-sized enterprise credit business.