Strategy Of The Company's Business Marketing XX Branch Of Bank Of Communications

Bank of communications was founded in January1908(the thirty-fourth year of the rein of Emperor Guangxu of the Qing Dynasty). is one of four major Banks in early China. On July24,1986, the State Council approved to re-establish the bank of communications, as China’s financial reform pilot units. Bank of Communications is China’s fifth-largest state-owned commercial banks, its XX branch as one of the important branches of the Bocom system has gone through23years of struggle, and has made considerable development. But with the changes in the Chinese economy, the acceleration of China’s financial reform, living environment and great changes have taken place in internal conditions, prior to the formation of the business model has not adapted to the new era of commercial banks under the requirements of their own development, but can not meet the social development of the commercial banks, the XX Branch of Bank of Communications as a branch of the fifth largest state-owned bank in this historical background, how to break through,to seek their own development, has become an important problem for the organization, this is the meaning of this research.The following works is mainly done in order to carry out the research about XX branch of Bocom in company business marketing strategy. First, carried on the thorough research of commercial bank marketing theory, carefully analyze the origin, the development of bank marketing theory and theory characteristic.On this basis, analyzed7p,4c and4r, service marketing representative commercial bank marketing theory, the case analysis for the next step in the theoretical basis. Second, the basic situation of XX branch of Bocom, development course, industry status, focusing on the status of the line of its business, its nearly five years of the business indicators for comparative analysis, found its inherent laws. After investigation found that company business has important strategic significance for XX branch, it is the most important segment of the entire branch. Third, using SWOT analysis, this article based on the actual situation of the modern marketing theory, combined with the XX Branch of Bocom in business around macroeconomic trends, customer distribution, financial policies, industry competition analysis, existing conditions under the Bank’s organizational structure,product structure,discusses the existing problems in the structure of the marketing mix, we have the advantage of facing, weaknesses, opportunities and threats, comprehensive environmental situation and its focus on strengthening field.Through the analysis of the branch of internal and external conditions, it clear that the XX branch of Bocom in business marketing strategies, and market positioning. locking the business development in line with the bank’s target market and target customer base, while further emphasized internal service departments to provide adequate logistical support the company’s business development. Through a series of studies,the XX Branch of Bank of Communications should be based on the local market for the industry, energy, automotive, equipment manufacturing, high-tech industries, authorities, institutions, large and medium-sized enterprises to target customers, through the7P marketing theory analysis, seven aspects of the product, pricing, channel, promotion, personnel, physical evidence, process specific strategies for guiding ideology, to carry out the marketing work. Research and Exploration of this article about the XX Branch of Bank of Communications, the next step in the development of the business to play an active role,to guide the line of company business to meet the shortfall and raise the overall competitiveness, at the same time provide a reference for business transformation and growth of the state-owned banks, promote the healthy development of the banking industry.