Study On Marketing Strategy Of Corporate Banking Business Of Commercial Banks

The current macroeconomic situation is complicated. Internationally, the United States and Europe and other countries, its economy has slowed and the number of unemployed is significant increasing, the quantitative easing monetary policy and debt crises in Europe had a profound financial impact in the world economy. Domestic economy has been implicated, economic slowdown, rising inflation, tight monetary policy to continue, regulatory measures more stringent. Thus, the problems on the banking sector are sustainable development more difficult and the potential risk increased. In order to solve these problems, deal with international and domestic situation changes, improve the ability of banks to withstand risk and enhance value creation, it is necessary to strengthen marketing, especially to strengthen the corporate banking services marketing which account for 70% in the balance of the bank. In China, corporate banking services is directly related to the bank's operating performance and determines, to some extent, the bank's survival and development. Therefore, facing with the new market environment, how should the marketing strategy enhance the marketing capabilities of corporate banking services, formate a sustainable competitive advantage to high-quality customers, increase the overall competitiveness of banks. These become an important issue which banks must be faced.This paper researches the marketing strategy taken by commercial bank in business service, by taking the Construction Bank of China Shandong Branch for an example. Based on the theoretical study of the research status at home and abroad of marketing, combined with the ten-year marketing experiences of commercial bank, the author starts the research from classic marketing theories, collecting and collating the development history, then analyses the marketing environment facing by commercial bank, and explains how the macro and micro circumstances will impact the marketing strategy of business service of commercial bank. To obtain an effective result, this paper conducts the research through PEST, Michael Porter's Five Forces Model, and SWOT. Further more, the author tries to establish a mechanism of marketing strategy, comes up with some ideas and proposals, for instance, the products, pricing, sales promotion, channel marketing combination based on 4Ps, and designs the marketing construction, HR, financial resources, information system and risk warning mechanism, which will ensure the effectiveness of marketing strategy. May these research findings will help Shandong Branch of CBC with the establishment of marketing strategy of business service.