Research On Marketing Strategy Of China Construction Bank Jiiin Hunchun Branch

In2013“Guidance on Chinese Banking’s Implementing New SupervisionStandards” was formally enforced. It confirmed the policy framework of ChineseBanking’s implementing new supervision standards. The new capital adequacy ratiostandard included in the new supervision standards imposes long-term capitalsupplement pressure on banks；the mobility supervision standard prompts thetransformation of bank businesses；supervision standard of provision rate andleverage ratio suppresses commercial banks’ impulse of credit expansion. Under thisbackground, many small and medium-sized joint-stock Banks have sought to reformand innovation, constantly improve and strengthen its own service marketingstrategy, the competition of the whole financial market is bigger and bigger. Inaddition, with the advancement of marketization of interest rate in our country, Thebanks can decide Interest rates on deposits and loans themselves, and finallyStrengthen the competition between Small and medium-sized joint-stock commercialbank and State-owned commercial Banks.Today, financialproducts in different banks is becoming the same, in order to win in the competitionthe State-owned commercial Banks must Strengthen the marketing practice toimprove its core competitiveness.In the view of our branch, we should positivethinking, find out tr our own development path and establish the feasible marketingstrategy.,This paper analyzed the macro political and economic environment, mediumregional industry environment and micro internal environment of, ChinaConstruction Bank Jilin Hunchun Branch summarized the current status of itsmarketing and the existing problems and designed targeted marketing strategy plan.Firstly, during the two months of preparation and the soft opening of nearly threemonths, survey on potential and existing customers, the author made the importantconclusion that in the bank’s marketing management practice, there are problemsincluding low brand value, weak control over channel, backward promotionmechanism and low efficient service. Secondly, combining literature research and the relevant academic researchresults, based on the qualitative analysis, we used the PEST model to study andsummarized macro environment of research object and found that the overallpolitical and social environment is positive, however economic downward trend isobvious. In the rapid development of modern technology such as Internetcloud-computing today, various commercial bank product homogeneity phenomenonis obvious. Using porter’s five model tool to analyzed and summarized, the mediumindustrial environment of research object.There is a big threat on the substitute ofresearch object, there is a high degree of substitution on monetary fund, the fund tobe cast surely and RMB financial products. Analyzed and summarized the enterpriseinternal environment factors such as human, organization and technology.Thirdly, in light of the results of the analysis on internal and external environmentand on the basis of quantitative analysis, this paper utilized STP model in furtherdivision of the research object’s market, selection and orientation of target marketand finally fixed the orientation of serving as the helper of high quality of small andmedium-sized enterprises whose wealth is growing and the fortune steward ofindividual customers whose wealth has reached a certain stable amount.Finally, combined with practical work the author meet in other branches onmarketing and management problems, the author refined experience worth to learn.For the high quality of small and medium-sized enterprises and wealth growth,mature individuals. Put forward the strategy of optimization of the marketingstrategy design, completed the thesis research purposes.