Research On Marketing Transformation Strategy Of Corporate Business In QDSB Branch Of CCB

With the reform of China’s economy, especially after joining WTO, the competitive situation of financial market has been changing rapidly. The development of modern commercial banks’ business is facing unprecedented challenges with the evolution of financial disintermediation, interest rate marketing, and the Internet financing. As one of the original four state-owned banks, China Construction Bank(here after CCB), also impacted by growing competitions in the industry, interest rate marketing and financial disintermediation. Since 2013, those facts, like economy downturn, frequent corporate business risks, tightening credit and Internet financing, suggest the traditional marketing strategies no longer adapt the advanced development. The original marketing mode, which indicates as simplex product pricing and customer-marketing, unmatched domestic-foreign business, singly relying on loans to pulling up deposit and simplex bank count statement, cannot adapt to the development of bank business and customers’ needs any more. Therefore, the primary and important method for CCB’s development is to make scientific and effective business marketing strategies.Accordingly, this paper analyzes the marketing environment of QDSB, identifies the marketing strategy of corporate banking transformation, based on the study of CCB QDSB branch, to put forward the benign development by illustrating strategy management and marketing theory. This paper can be outlined as six chapters. First of all, this paper states the research background, research significance, current situation and main contents elaboration. The second chapter mainly focuses on demonstrating the theories of marketing transformation in terms of transformation, marketing and strategy analysis. Followed by is the analysis of marketing environment of QDSB through the analysis of situation, internal and external environment and SWOT analysis. Fourthly, the paper illustrates the strategy formulation, described as STP strategy, strategy combination, etc. The fifth chapter represents supplement measures of corporate business marketing transformation strategy, such as the customer-centric concept, strengthening the management and control of business, culture innovation, cultivating innovative talents and branding. Last but not the least, the conclusion is summarized in Chapter six. This paper looks forward to promoting the process of corporate business’ s transformation, as well as the great-leap-forward development by reconstructing the marketing framework.