The Study On Position Of Corporate Banking Product And Redesign Of Marketing Framework For Bank Of China

Corporate banking products (CBP), which yield most of the bank's profit, are direct tools for a commercial bank to conduct its corporate banking business (CBB). Additionally, marketing framework of the CBB affects the efficiency and quality of the bank's services. Both of them play important roles in the CBB. However, there are some problems with such businesses in Bank of China (BOC), resulting from the concept of management and technical reasons. Therefore, it is much necessary to research the position of the CBP and marketing framework so as to improve CBB development and enhance its profit.This thesis puts forward the proposals on both position of the products and marketing framework, through analyzing their current conditions, development environment and the problems, and comparing them with the up-to-date development trends of the advanced domestic and foreign banks. For CBP position, the BOC shall focus on its deposit and loan products, selecting and cultivating some intermediary business product as stars; and for its marketing framework, this thesis points out that the CBB department shall be an organic organization including customer-service department and product-backed department, redesigning its framework and creating the backup system.The above studies will help BOC promote the ability to make profit of the CBP, innovate and maintain with pertinence, optimize the process and lower the internal operating cost, maximize the profit and improve the competition power of the BOC. They may also have a certain value to the reconstruction of the BOC and other state-owned commercial banks.