The Case Research About K Sub-branch Of Z Bank's Corporate Business Product Marketing Strategy

With the increasing opening up to the outside world, the Chinese Financial institutions will have to face up to even much stronger adversary-the foreign bank in the control of the finance market of the corporate business. Thus it will enhance the competition of this field. The foreign banking institutions in China, enjoying long history, plenty of experience, highly reputation of credit, and strong foundation, will use credit to access and control this market. Based on this idea, the corporate business, which characterized by less risk and high profit, will draw much attention to the foreign bank. One thing is certain: the outcome of the competition is the situation of the re-shuttle of the client market. Because the foreign bank could provide RMB business to the corporate client after two years of China's entry of WTO, how to enhance and enlarge the share of corporate business market within this limited transitional period will become the major subject of our own commercial banks.Corporate business is the mainbody and foundation of the development of banking business, and also the important point of profit growth for the bank, and a potential market for future competition. It is essential and crucial to the sustainable development to the bank. The goal of this text, taking K sub-branch of Z bank for example, analyzing the existing problems of the banking business, aims at searching for a more feasible and effectual tactics for the development of banking business of K sub-branch.The First, expatiating the filed and worthiness of research; The Second, particular describing case background and putting forward the problems in existence of case, Then fixing a definite position of marketing stratagem about corporate business product(CBP), and analyzing the choice of target customers and marketing design of CBP; the finally, advancing project to solve the problem about CBP's marketing.By analyzing the supply and demand supplies of CBP management in Dalian Development Zoon intergrating it with the practice of K sub-branch of Z bank, the author points out the bank's CBP market position and service framework, and initiates product innovation and service strategies on the basis of the demand of target customer as well.