JSYH Bank Chain Marketing Of Construction Enterprises

With the world economy, culture and the continuous exchange and communication, global economic integration is a general trend, while international competition among the countrie's enterprises is quite intense. In recent years, the world's third industry has developed rapidly in the services sector which has become an important part of economic development in the countries.After joining WTO, China's economic system restructuring, corporate restructuring and other aspects have a rapid development, especially the rate of the services sector in the national economy is growing rapidly. The service sector is one part of the economic lifeline of China's financial industry which is even more striking, in which the commercial banks in China are from the establishment to reform become the international competitiveness banks the worldwide, after several decades of development we finally achieved remarkable results. However, due to poor foundation and late start, China's commercial banks have weak products and service innovation, financial products increased homogeneity, backward corporate culture, single and limited marketing. The development of a commercial bank itself is limited, and it does not on boost the national economy or fully plays the role of lubricant. Coupled with the establishment of the domestic local banks, the financial industry and after the opening of the influx of foreign banks, it is bound to intensify competition among commercial banks. Therefore, how to improve competitiveness, access to market opportunities and develop commercial banks is very important. prompting the bank to find its own operating characteristics, customer demands to find a breach of the products and services, the internal management of innovation and refinement research.The theoretical basis of this study is value chain theory proposed by Professor Michael Porter of Harvard Business School in 1985, using the strategic management, value chain management, marketing and other knowledge, analysis of strategic decision-making bank, the bank's internal management of vertical and horizontal linkage, the bank-to-business products and services, management, and enterprise on the upstream and downstream industry chain, marketing, and form suitable for their own development strategies in the banking value chain between enterprises in order to achieve the same win-win results.Based on theories above, this paper is divided into five parts according to analysis of the order described.The first part describes to global and China's service industry development status, characteristics and trends of the situation, and then leads to our services in the financial services industry and the development of the status quo. This chapter selects large chain marketing purposes, meaning research ideas and methods, while that JSYH Bank chain marketing and development advantages of necessity. It mainly elaborates JSYH Bank's construction business.The second part introduces the marketing related to the chain of domestic and international value chain dynamics, and then defines the value chain in the understanding of banks, including the characteristics and composition, and a diagram shows that the difference between traditional bank marketing and chain marketing.The third part analyzes the development of service sector and financial sector, with the combination of the value chain and banks. Based on this, it studies practice on JSYH banking service marketing chain and application of environmental analysis. First, the marketing environment analysis includes construction of the macro-environment analysis (PEST), from the political and legal environment (Polical), economy (Economic), social and cultural environment (Social), technical environment (Technological), and the micro-environment of the industry analysis, and finally to the construction companies and JSYH bank environment and competitor analysis. Secondly, it explains JSYH Bank's chain marketing status and problems in detail, as a chain marketing model of JSYH bank origin.The fourth part proposes the JSYH Bank' chain marketing model, and all aspects of the model are described. First of all, it defines JSYH Bank chain marketing, and tries to explain this form of marketing chain, including:①Construction of single-chain services business marketing model, which is divided into the enterprise and enterprise staff in Value of products and services.②The construction enterprises upstream and downstream industry chain enterprises or service marketing models, such as the upstream cement, downstream iron and steel enterprises or real estate companies are value analyzed.③JSYH Bank's internal chain marketing model, which includes established chain marketing culture,determines the content of chain marketing, responsibilities of a clear chain marketing, promotes customer development, enhances product innovation, sharing the information resources, establishment the protection mechanisms, and explains each part in detail. Among them, when explain the chain marketing model of JSYH three-part paper, it uses the relevant graphics and design architecture diagram to help explain.The fifth part analyzes chain marketing risk of JSYH bank's building enterprise. Firstly, it defines the risk of bank marketing chain, and analyzes the risk of several levels including macro-economic, industry, business, banking and management, and finally explains the meaning of risk management and specific measures.