Research On Corporation Business Marketing Strategies Of Xi'an Branch Of Huaxia Bank

After years of development of china's banking industry, the asset quality and profitability of banks has been greatly improved. In order to enhance the level of bank marketing, using marketing theory to guide the bank marketing is an important way to choose high-quality clients and improve the profitability of banking products. After seven years of steady business of Xi'an Branch of Huaxia Bank, and to create a development path of great features, accounts for a considerable share of the market has a certain influence. But the fierce market competition has put forward higher requirements to the marketing Xi'an Branch of Huaxia Bank. How to combine product marketing theory and practice of the company's marketing to the corporation business has become the core issue to be solved to the company.This paper puts corporation business Xi'an of Branch of Huaxia Bank as the research object, combine product marketing with business marketing theory of practice, objective analysis of the status quo and development trend of the banking industry as well as the Xi'an branch of Huaxia Bank's current marketing situation, summed up China Xi'an Branch of Bank existing marketing problems, combined with the company facing the macro environment and micro-environment, the use of SWOT model identified the Xi'an branch of Huaxia Bank development opportunities, threats, strengths and weaknesses, so as to arrive in the current environment, competition rivals competing sharing profits Xi'an Branch of Huaxia Bank must use its advantages to right right of public business, a detailed analysis of product benefits, on this basis, the nature of the unit, firm size, contribute to the value of the size of three dimensions for market segmentation, according to China Xi'an Branch of Bank of the strength and market characteristics identified target market of enterprises in the target markets to differentiate their product positioning, focusing on the development Xi'an Branch of Huaxia Bank, Xi'an differentiated product marketing strategies:product strategy, primarily from product mix, product development, market improvement, business services, products, brands and so on to set out five areas; in pricing strategy, based on the pricing set forth the appropriate pricing strategies; in place strategy, this article to research from place selection, place adjustment and place building; in promotion strategy, the paper mainly from advertising, personal selling, public relations and sales promotion in four areas to explore. This paper concludes construction marketing mechanisms, improving employee incentive mechanism, strict prevention and control marketing risk, improving marketing information systems, strengthening the building of enterprise culture to ensure that the above-mentioned pairs of public and business marketing strategies are effectively implemented.This paper analysize the Xi'an branch of Huaxia Bank's marketing environment, define the target market, put forward the corresponding marketing mix strategy and implementation of the recommendations, which has certain reference value on the future of Xi'an branch of Huaxia Bank raising the level of marketing.