The Research Of Marketing Strategy On Intermediary Business Of Agriculture Bank Of China, XX Branch

With China’s WTO entry, its financial market become more and more opening and liberalization, and the competition between the various commercial banks become more and more fierce. The significance of traditional deposits and loans business in commercial banks will be reduced. Intermediary business will become a important developing and competitive field for commercial banks. Due to the combined action of higher opening-up, prosperity of city commercial banks, diversification demand of market and intense market competition, the various commercial banks should make a new marketing tactics to take the place of the old way.As in the location of monopoly for a long time, the four big state-owned commercial banks have many marketing problems in intermediary business filed. As one of the four big state-owned commercial banks, the business development of Agricultural Bank of China(ABC) has a rapid progress after listing on Shanghai and Hong Kong at the same time. But the business development of Sanmenxia XX branch of ABC which is located in the central plains region is still slow because of poor economy development. Through the analyses of its’ inside and outside environment, we can find out that its slow business development is caused by two aspects:unsound marketing strategy, and lack of effective way of implementation.The following workable countermeasures are put forward as the solution of these problems:First, improve the marketing strategy, subdivide the current market of XX branch, evaluate these market segmentations, and identify the market target and market position of it target; then, the paper designs the marketing strategy of product, price, place and promotion; at last, the paper discuss the way of implementation and control for ABC XX Branch.