The Bank Credit Marketing And Sales Strategy Study Of The Agricultural Bank Of China Foshan Branch

The marketing of the credit business of commercial banks refers to an operation management activity whereby a commercial bank channels the flow of credit assets to selected quality credit customers through market investigations and the fostering of desirable credit customers, with the prevention of credit risk and the preservation of credit assets as the cornerstone.With the continuous deregulation of our financial market and a financial reform that is going deep, a competitive banking system has taken shape. To gain a firm footing in the cut-throat competition of the credit market, the Agriculture Bank of China Foshan Branch ("CFB") has initially formed the concept of modern marketing and its marketing techniques, which used to be extensive, are becoming intensive. Nevertheless, a large gap still exists compared with the banks in developed Western countries.Leveraging modern marketing theories, this author did a large number investigations and studies in respect of the banking market of Foshan. Through a detailed analysis of the internal and external marketing environment of the credit market of CFB, this author managed to set the strategic targets for marketing that are both challenging and practical and detailed the 6 marketing strategies and CFB should adopt: customer satisfaction strategy, product strategy, pricing strategy, channel strategy, promotion strategy and CIS strategy. The paper analyzes the major difficulties and problems that may appear during marketing and suggest countermeasures. This paper aims to strengthen of awareness of CFB for the marketing of credit business, enhance the employment of combined...