Marketing Strategy Research Of Qingdao Branch Of Nanyang Commercial Bank

Marketing strategy has been becoming of great importance to bank’s development with the increased banking competition in recent years. The top4state-owned commercial banks, nearly20joint-stock commercial banks, local commercial banks and credit cooperatives, and also10foreign banks gather in Qingdao, which leads to more intense competition. Nanyang Commercial Bank is a foreign bank, but has the background of the Chinese-funded. The marketing system research about Nanyang commercial bank Qingdao branch is made, which provides the theory and the practice basis of enhancing the marketing efficiency and abilities. Simultaneously, the research of foreign and Chinese capital background about Nanyang commercial bank Qingdao branch also provides certain method model for foreign capital banks development in China.Backgrounds and significance of the research is introduced. Researches related to bank marketing are reviewed. A comprehensive environment analysis of Nanyang commercial bank Qingdao branch is made. Marketing status of Nanyang commercial bank Qingdao branch is summarized, problems in which are pointed out, the reason is discussed, and the marketing strategy and its supporting measures are proposed based on the analysis of experiences and strategies of other banks, which provides a marketing reference for other foreign banks in China. The marketing strategy optimization of Nanyang commercial bank Qingdao branch is focused. The marketing strategy plan is given, which covers market segmentation strategy, target market selection strategy and market positioning strategy. Four strategies of Nanyang commercial bank Qingdao branch, product strategy including enriching and improving product line and strengthening the competition for SME clients, etc., promotion strategy, place strategy including channel settings and management, customer development, etc., service marketing strategy, are discussed. Supporting measures of the marketing strategy are also studied in order to protect the implementation, which includes:strengthening the marketing organization and management, strengthening the construction of the marketing personnel, establishing the concept of internal marketing, and strengthening the implementation control. Finally, findings and further research are pointed out.Taking Qingdao Branch as an example, in the marketing strategy implementation process, market subdivides, target market choice and market position strategy, as well as the more detailed product strategy, place strategy and service market have certain reference value. The research is of great importance for Nanyang commercial bank Qingdao branch to further reform and optimize marketing strategy, and also provides a reference for Nanyang commercial bank to improve marketing capability in entire China.