ICBC Branch In Heilongjiang Province Cash Management Marketing Strategy

With the growing maturity of the domestic commercial bank management technology, the competition of increasingly open financial markets has become more intense, at the same time, the banks has accelerated the pace of product innovation and further improve the marketing strategy to enhance marketing competitiveness. This gives ICBC Heilongjiang branch a huge impact to preserve and expand the market share.Based on the theory of "4P" strategy, "4C" marketing strategies, and combined with the marketing experience of Heilongjiang branch, this paper made in-depth study in cash management. Case parts show the various problems and challenges faced by Heilongjiang branch, current strategy of cash management business, and summarize the effect of the strategy. Case studies parts, first evaluates the effect of cash management strategies of Heilongjiang branch, the second, trough ICBC Heilongjiang branch's marketing environment and demand analysis, this paper puts forward practical and feasible strategy, including:target market segmentation strategy, marketing team stability strategy, penetration strategy for stabilize customers, value marketing strategy for maximizing customers value, package pricing strategy to maximize long-term benefit, and knowledge marketing strategy trough culture integration. The third, the paper put forward support means for successful implementations of the marketing strategy.