W City Commercial Bank Loan Business Marketing Strategy Research

W City Commercial Bank was established in 1997,headquartered in W City,with over 120 branches under its jurisdiction,including Jinan,Tianjin,Qingdao,Yantai,Dezhou,Linyi,Jining,Weifang,and Dongying.It is the only city commercial bank in S Province that has achieved full coverage of 16 city branches.In 2020,W City Commercial Bank successfully listed on the main board of the Hong Kong Stock Exchange and officially entered the international capital market.With the continuous development and improvement of the market economy,competition among banks is becoming increasingly fierce,and the loan channels of enterprises are becoming increasingly diverse,which has continuously improved their bargaining power.At the same time,the types of risks in the credit market are constantly increasing.These changes in the internal and external environment make the traditional corporate loan business of W City Commercial Bank uncompetitive and slow to develop.Therefore,W City Commercial Bank must adjust its marketing strategy for corporate loan business based on changes in the external environment and its own strategic positioning and resource characteristics,in order to adapt to changes in the internal and external environment and meet the development needs of W City Commercial Bank.This article uses methods such as literature research,comparative research,and case study to study the corporate loan business of W City Commercial Bank.Firstly,the background and significance of this study were introduced,and the ideas and methods,as well as the research content and innovation points were determined.By introducing the research results of relevant marketing strategies,relevant analytical theories were introduced.Then,the development history,current situation and existing problems of W City Commercial Bank’s corporate loan business were introduced and analyzed.Subsequently,the current situation and changes in the internal and external marketing environment of W City Commercial Bank were analyzed,On this basis,the STP analysis framework was used to analyze and determine the target market for W City Commercial Bank’s corporate loan business.Based on the target market,the 7Ps analysis framework was used to construct a specific marketing strategy for W City Commercial Bank’s corporate loan business.Finally,financial resources,information technology,risk control Multiple aspects of human resources have introduced the necessary supporting guarantees for implementing the marketing strategy of W City Commercial Bank’s corporate loan business.This article combines the external environment and internal resources that W City Commercial Bank is currently facing,combined with its existing strategic model,and proposes feasible marketing strategy improvement suggestions and guarantee measures for W City Commercial Bank.It is hoped that it can help W City Commercial Bank better develop its corporate loan business,and also has certain reference significance for other city commercial banks.