Research On The Marketing Strategy Of Consumer Finance Business Of Guizhou Branch Of N Ban

Consumption plays a crucial role in promoting economic and social development.Consumer finance is not only an important driving force for expanding domestic demand and promoting consumption,but also a catalyst for enriching lending options,promoting financial supply and accelerating consumption upgrading.From the perspective of promoting economic development,as a state-owned bank,N Bank Guizhou Branch has the responsibility to vigorously develop consumer finance business.With the rapid development of consumer finance business,the market competition is becoming more and more fierce.In Guizhou,the consumer finance business of state-owned commercial banks still occupies an important position,but the market share of consumer finance business of N Bank Guizhou Branch only ranks third in Guizhou,lagging behind China Construction Bank and ICBC.The bank faces many challenges in product service,marketing management,organizational structure and other aspects,resulting in business development and marketing model has been unable to adapt to market changes,unable to effectively enhance its market competitiveness.This paper deeply analyzes the consumer finance business of N Bank Guizhou Branch,and puts forward feasible strategies from the marketing perspective.The research mainly starts from four aspects:business development overview of N Bank Guizhou Branch,marketing problem analysis,internal and external environment analysis,and marketing strategy.Firstly,this paper introduces the current situation of the bank’s business,and points out the existing problems from the aspects of target market selection,products,pricing,channels and promotion.Secondly,PEST,Porter’s Five Forces model and SWOT are used to analyze the macro environment,industry competition environment,advantages and disadvantages.Finally,using "STP" theory and "4P" marketing mix theory to put forward specific marketing strategies for its business.