The Marketing Strategy Analysis Of BOC Liaoning Br's Factoring

As a new compositive financial product, the factoring has the characteristics of convenience for customers, strong business creativity ability, etc. It has already become an important way for domestic and abroad banks to improve their services level and win their competition in the market.After rapidly development in near twenty years the factoring in China has already grown up. But comparing with the abroad advanced factoring companies, especially the companies in Europe and South America, local banks are still far behind them. It has become the urgent matter for domestic banks, which are facing the competition of abroad competitors after china's entrance of WTO, that how to enhance the developing level of factoring as soon as possible. In this essay we will learn the background of the factoring's marketing management of the BOC Liaoning Branch. Based on theories of 4P and SWOT and bring up systems of marketing strategy of its factoring.Firstly, the problems showed during the factoring development of BOC Liaoning Branch will be studied. Secondly, I will bring up the opportunities and threats of factoring through analyzing the macroeconomic and competition environments that influence the enterprises and discuss the strengths and weaknesses in BOC Liaoning Branch for the development of factoring. Then, along with the SWOT analysis I will find their market targets. Finally, for competing in the market, I will establish positions and a strategy adapt to the products, production price, place and promotion of BOC Liaoning Branch.I hope the suggestions of marketing strategy in this essay can help BOC Liaoning Branch to promote its factoring business.