The Study On The Marketing Finacial Services Business Process Outsourcing Of K Company

With accelerating economic globalization, the intensified competition between enterprises and the increasing operation pressure, financial institutions made fine division of labor. Financial institutions, supporting by the rapid development of modern technology, separated the non-core business from the whole part, invested less information technology and maximized savings in operation costs and improve efficiency, which made financial business process outsourcing develop rapidly. K Information Technology Co., LTD (K) is one of the main enterprises engaged in financial BPO services in China now, and has high quality reputation in BPO services, getting large share of the market. However in recent years the transference of the company’s overall strategies and the less competitive strength in outsourcing services often made increase of the price fail and the new project hard to get the bid. No matter in existing market and emerging market, the company showed the declining competitiveness.Taking Anhui region of K as the research subject, the paper aims to analyze the existed problems in Anhui region. Combing macro environment influencing marketing in Anhui region, the trading environment, the customers’needs and the competitors’situations, the paper uses transaction costs theory, modern marketing management theory, and core competitiveness theory to analyze it and develop the marketing strategy for Anhui region from the product, price, channels and provide the direction for the launching of financial BPO in Anhui region.According to the analysis, the paper draws up several plans in products. Enhancing the professional talent introduction; innovate to enhance the core competitiveness of products; constructing the standardization process of product; providing more business training support for the implement department. In price part, reducing the management costs by using the advantage of scale; reducing redundancy of project staff; carrying out the average regional profit of policy, allowing individual projects reach the company’s profit margin requirement. In channel part, emphasizing on already cooperated customers’relationship and developing the potential customer from the old ones; opening up more channels and focusing on rural commercial banks, rural credit cooperatives, insurance agencies, securities institutions, and trust companies, etc;. In promotion part:enhancing the quality of service; providing the value-added service; and carrying out "full marketing" strategy.The innovation of this paper is to select not been studied company as the research subject and draw up many kinds of marketing strategies fitting for the rapid develop of the company in great development potential market, enabling enterprises to maximize competitiveness and get high market share.