Study On Marketing Strategy For Target College Market With Bank Of China-Jilin Province

Along with the development of Chinese financial market, commercial Banksincreasingly fierce competition in the game, all the various financial product novel,diverse, and highly humanized service. Since the accession to the WTO, China’sfinancial market will face unprecedented competition and cruel, cup duo piecephenomenon between Banks is difficult to avoid. At present, the development of ourcountry commercial bank is faced with great opportunities, at the same time also facesmany challenges. Faced with such a tight financial market situation, commercialBanks will be the important objectives of the development of colleges and universitiesas a customer, target marketing strategy research is to institutions of higher learningwill become commercial Banks to realize new development of the important topics inthe future.This paper mainly through the bank of China, jilin province, the selection oftarget market of institutions of higher learning in combination with the current, ourcountry banking industry market increasingly appear, competition heats up, producthomogeneity of demand diversity trends and characteristics, analysis of the bank ofChina jilin branch marketing present situation and main problems that exist in themarketing work, and study how to develop in line with the market situation ininstitutions of higher learning for the target market marketing strategy. First analysisof institutions of higher learning target market banking market supply and demandrelations, mainly including banking market supply of colleges and universities,colleges and universities bank business major suppliers, as well as the banking marketdemand three aspects. For target market positioning in institutions of higher learningunder the premise of studying the target market marketing strategy formulation, thebank of China jilin branch institutions of higher learning target marketing strategyformulation mainly through the following seven aspects:(1) the choice of targetmarket;(2) the target market positioning of target market product strategyformulation;(3) target market product strategy formulation;(4) of the target marketprice strategy formulation,pricing policy is correct or not directly affect the operatingprofits of commercial Banks, commercial Banks is the most sensitive factors;(5)target market channel strategy formulation;(6) target market marketing strategyformulation;(7) strategy for target market. Finally.According to the target market marketing strategy, research how to specific implementation of bank of China, jilinbranch institutions of higher learning target market marketing strategy, from jilinbranch marketing idea promotion, the improvement of jilin branch marketingorganizations, and the marketing personnel training, jilin branch of jilin branchpartner stimulation and the matching cost of jilin branch marketing five aspectsspecific implementation strategy.