| With the development of economic globalization, liberalization andinformatization, as the main revenue source of commercial banks, corporate businessplays a key role in the sustainable development of commercial banks. Consequently,to accelerate the development of business marketing and to gain more customers’acknowledgement is the consequent choice for commercial banks to survive thegrowing strong market competition. At the same time, due to the special role ofcommercial banks in the development of the national economy, their operationperformance exerts direct influence on the sound development of the nationaleconomy and social harmony and stability.This paper sets Tianjin Branch of XX Bank as the object of study. Through thecomparison of business between XX Bank, Tianjin Branch and local interbank and acombination of market marketing theory, this paper synthetically analyzes thefinancial and market environment of Tianjin. Then it sets the corporate organizationalstructure and management mode of Tianjin Branch of XX Bank as an example anddraws lessons from excellent practices and experience of corporate businessmarketing strategy by domestic and foreign banks through comprehensive comparisonand case study. Further, it analyzes the macro and micro environment, industrialcompetition situation, external challenge and opportunity confronting Tianjin Branchof XX Bank, and puts forward suggestions on how XX Bank can deepen thedevelopment of corporate business marketing.This paper is divided into seven chapters. The first is introduction; the secondchapter introduces the researches on marketing theory of domestic and foreign banks;the third chapter is about the general information of corporate business of XX Bankand Tianjin Branch; the fourth chapter conducts SWOT analysis of the businessdevelopment environment of Tianjin Branch; the fifth chapter introduces the strategicmarketing objective of Tianjin Branch; the sixth chapter introduces the marketingstrategies and supporting measures of Tianjin Branch; the seventh chapter is theconclusion.This paper analyzes the common industrial problems faced by the developmentof Tianjin Branch of XX Bank, aiming at working out the three aspects: how corporate business can find new sources for revenue under such new macroeconomicsituations as financial disintermediation and interest rate liberalization, etc.; how tofigure out marketing strategy adaptable to the regional marketing reality with acombination of the regional development environment of Tianjin and Binhai NewArea; how to formulate perfect corporate business marketing system on the basis ofhardware and software in a scientific manner. |
