Research On The Marketing Strategy Of Public Deposit Business Of ICBC Branch

In recent years,the slowdown in global economic growth,coupled with the impact of the new crown pneumonia epidemic,coupled with the rise of international trade unilateralism,has led to increasingly tight market liquidity,and at the same time seriously threatened the continuation of the world’s multilateral economy and trade.The grabbing of deposits by various banking institutions has led to increasingly fierce competition among peers;In response to the current severe competitive situation.With the wide application of third-party payment technology and the rapid rise of Internet technology,it not only seizes the deposit share of enterprises and institutions,encroaches on the market share of commercial public deposits,but also intensifies the fierce market competition.Starting from the analysis of the internal and external environment and marketing development status of ICBC Z Branch’s corporate deposit business,this paper studies the existing problems and causes of ICBC Z Branch’s marketing of public deposit business,and makes strategic choices based on marketing theory and analysis tools,so as to put forward strategic suggestions for ICBC Z Branch’s marketing of corporate deposit business.The main purpose of this paper is to assist ICBC Z Branch to achieve the sustainable development of corporate deposit business by improving the bank’s own business strategy,further optimize the deposit structure,expand and deepen the deposit efficiency of existing customers,continuously improve market competitiveness and regional financial service capabilities,promote the bank’s corporate deposit business to achieve good development,improve the efficiency level and better contribute to the local regional financial development.