Research On The Marketing Strategies Of The Intermediate Business For ICBC J Provincial Branch

With the thorough development of market economy and increasing level ofOpening-up, the external environment of high economic growth and large credit scale thatChinese banking industry relies on for a long time has been changing a lot. Traditionaldeposit and credit business is no longer adapted to strengthening core competitive powerof commercial banks. Because of its low risk, small cost and high revenue, theintermediate business becomes the commercial banks’ priorty of improving the businessstructure, increasing the profit and evading the risk. But there’s still a big gap of theintermediate business between Chinese commercial banks and western countries’.J Provincial Branch of Industrial and Commercial Bank of China is chosen as theobject of research in this thesis. Modern business management and marketing theories areused as a tool. This thesis discusses how to increase the marketing capablities of ICBC JProvincial Branch’s intermediate business and then drive the development of theintermediate business. And the marketing strategies which are adpated to the currentmarket situation and features of J Provincial Branch are presented.The macro-environment and industrial environment of Chinese commercial banksand the internal conditions, the intermdiate business’ current development and the SWOTmatrix are analyzed. Applied with marketing theories, the STP strategies and6P mixstrategies are given to form the marketing of J Provincial Branch’s intermediate business.Finally, points of six aspects including ideology, organizational stucture, brandconstruction, human resources, management of cost and risk and information technologyare given as the protection of implementing the marketing strategies.