Research On Business Marketing Strategiy Optimization Of ZS Sub-branch Of Hn Branch Of Y Bank

Corporate business market is the most important section for a bank,and about 60%of the direct operating income of a bank comes from corporate business.The development of corporate business is one of the core manifestations of a bank’s competitiveness.Since corporate business is closely related to other businesses,it often determines the prospect of a bank from the perspective of operation.With the gradual internationalization of the domestic banking industry and the diversification of channels,the competition in the banking industry becomes more and more intense.ZS Sub-branch of HN Branch of Y Bank,as the sample,is facing the increasingly fierce competition and the immediate threat of substitute competitors in the same industry.How to rapidly improve the company’s business competitiveness in the shortest time and maintain the current market share has become the primary concern of managers.It is of great significance to discuss and analyze the problems existing in ZS sub-branch of HN Branch of Y Bank in the market competition in XX region,to determine the next operation strategy of the branch and form its own core competitiveness for building the most competitive commercial bank in the region and the sustainable,healthy and stable development of business.In this thesis,Y Bank HN branch ZS sub-branch company business marketing as the main research sample,in the increasingly fierce market competition,the emergence of new market business model,market space is further squeezed under the background.Firstly this paper comprehensively and detailedly analyzes the company business development status and problems of Y Bank HN branch ZS sub-branch,including the development status of ZS sub-branch of HN Branch of Y Bank on the business of corporate assets,debt and intermediate business and the existing practical problems affecting the business development.Meanwhile,it analyzes the competitors in the same industry.Furthermore,this thesis applies PEST analysis to conduct targeted analysis on the problems affected by the overall external industry environment during the business development of branch companies.Then,based on the SWOT analysis method,the bank will sort out and summarize its strength,weakness,opportunity and threat when participating in market competition.This thesis clearly identifies the strengths and weaknesses of the sample,and points out the opportunities and challenges.Then it provides ideas for ZS sub-branch of HN Branch of Y Bank’s marketing strategy,which is embodied in product,price,channel and promotion.At the end of the thesis,it provides safeguard measures of company business marketing strategy so as to help Y Bank HN branch ZS sub-branch better control marketing strategy,improve competitiveness,and finally establish Y Bank HN branch ZS sub-branch in the market dominance,so that the branch can continue to develop healthily and stably.It is hoped that the study of this paper can provide theoretical reference for the development of corporate business marketing of the sample,the improvement of the comprehensive competitiveness of the branch,and the achievement of the long-term development goal of building the most competitive commercial bank in the local area.