The Research Of The Marketing Strategy Of Corporate Banking Of A Bank, Fuzhou Branch

With the successful entrance into WTO and the overall opening of banking to the world, more and more foreign banks got into China. A Bank (China) Co.,Ltd. had become one of the headmost foreign banks applying for converting into foreign owned subsidiary bank incorporated in PRC, signaling their focus of future business development being placed in China. In2001, A Bank, Fuzhou Branch officially established and became the4th branch of A Bank in mainland China and an important window of A Bank of the West Coast, and it also played a positive role in the business development in Fujian Province. Corporate Banking was the main profit contributor of A Bank Fuzhou Branch. Since the establishment of A Bank Fuzhou Branch, experiencing the overall opening of RMB business for foreign banks, the wave of restructuring of the State-owned banks, as well as the rapid expansion of Joint-stock commercial banks, competition in financial industry is becoming more intense. It’s an important issue that how to organize and operate the marketing activities of the Corporate Banking in such a competitive environment. Hence, it is necessary and important to study the marketing strategy of the marketing activities of Corporate Banking of A Bank Fuzhou Branch and push it into the advanced position in the competition in the future according to the modern theories of marketing.Making use of the theory of modern marketing, from macro to micro and external to internal, this paper analyses the Corporate Baking marketing activities of A Bank Fuzhou Branch and indicate the problems; and through the SWOT. analyzing the internal advantages and disadvantages of internal and the opportunities and threats of external, the growth marketing strategies of A Bank Fuzhou Branch is confirmed. And on the basis of the confirmation of the target market and the market position, the suggestions of the Corporate Banking market strategy of A Bank Fuzhou Branch are raised according to the problems mentioned in the previous text.