Study On Marketing Of Credit Assets Strategy Of The Agriculture Bank Of China Jinan 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 Jinan Branch("CJB")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 Jinan, Through a detailed analysis of the internal and external marketing environment of the credit market of CJB, this author managed to set the strategic targets for marketing that are both challenging and practical and detailed the 6 marketing strategies and CJB should adopt; customer satisfaction strategy, product parleying strategy , channel strategy ,promotion strategy and CIS...