Research On Marketing Strategy Optimization Of Corporate Credit Business Of A Branch Of China Construction Bank

With the rapid development of Chinese economy and the continuous optimization of economic structure,Chinese commercial bank institutions are facing the very precious opportunity to develop.However,both opportunities and challenges exist,and the fierce market competition among banks,the booming development of internet finance and the increasingly strict financial regulation also make the commercial banks bear unprecedented operating pressure.Exposed the unbalanced business development,profit rate decline and many other problems.At the same time,the bank’s corporate credit business is an important part of the banking business,but also the main source of profits for banks,so the quality of a bank’s corporate credit business determines the overall performance of the bank.China Construction Bank A Branch,as A first-level branch subordinate to China Construction Bank Co.,LTD.,is also facing the same problem in the development of its banking and corporate credit business.Therefore,it is particularly important to optimize the marketing status and strategies of China Construction Bank A Branch for corporate credit business.Only can realize its high-quality development.This paper takes the marketing strategy of A Branch of China Construction Bank for corporate credit business as the research object,and carries out in-depth analysis and research on it according to the research idea of finding,analyzing and solving problems.Firstly,according to the purpose and significance of this paper,the present situation of the research on corporate credit marketing of commercial banks at home and abroad is analyzed and commented.Secondly,this paper summarizes the operation and development of corporate credit business of A branch of China Construction Bank.After that,using 7Ps marketing theory tool,combined with questionnaire and employee interview,the problems existing in the marketing strategy of corporate credit business of Branch A and the causes of the problems are analyzed.The macro-environment,industrial environment and enterprise internal environment of A Branch of China Construction Bank are analyzed by PEST analysis method,Porter’s Five Forces analysis model and SWOT analysis model,and its advantages and disadvantages,opportunities and threats are defined,and its SO strategic positioning is determined.Finally,according to the above analysis results,combined with the 7Ps marketing theory,the paper puts forward the following seven aspects: product,price,channel,promotion,process,personnel and tangible display,including innovating intelligent credit products,increasing investment in green credit,improving interest rate pricing ability,optimizing interest rate pricing system,expanding marketing channels from multiple angles,and realizing precision marketing with big data.To strengthen the marketing awareness of all staff,carry out the "trinity" promotion,optimize the whole business process,timely carry out offline consultation,standardize the selection system,optimize the assessment indicators,improve the quality of service,and strengthen the visible display of the corporate credit business marketing strategy optimization plan of A Branch of China Construction Bank.Through the reference and practice of the results of this paper,we hope to realize the healthy,steady and sustainable development of the Construction Bank A Branch to the corporate credit business,and at the same time provide some reference for the future development of Chinese state-owned commercial bank to the corporate credit business.