Research On Company Business Marketing Strategy For Industrial And Commercial Bank Of China Ltd. Jilin Branch Business Department

Company business is one of the important business modules in commercial banks. Nowadays, competition between the banking industry becomes more and more fierce, and how to enlarge and strengthen the company’s business is critical to all the commercial banks. Industrial and Commercial Bank of China Ltd. Jilin Branch Business Department is responsible for the overall planning and implementation of the company business development in Changchun municipal. However, due to the change of economic situation, industrial restructuring and the rise of Internet banking, to make profit relying on large customers is facing serious challenges. Keeping the continued growth of company business and ICBC’s advantages among Changchun banking industry is the urgent task for Industrial and Commercial Bank of China Ltd. Jilin Branch Business Department.Currently, there exist some problems in the company business marketing process of Industrial and Commercial Bank of China Ltd. Jilin Branch Business Department, the problems are as follows: first, high concentration of customers, such as over-reliance on large customers, lack of high-quality resources reserves and little contribution of the SME’s, all the issues lead to the slow growth of main business indicators. Secondly, the customer meticulous management level is not high, such as inefficiency in the use of marketing system’s large amounts of data, in completion of the market segmentation, unclear selection of target market and inaccurate market positioning and so on, resulting in the unclear developing direction of company business, and the company business marketing results unsatisfactory. Third, the marketing ability of the customer managers needs to be improved. In the current marketing process, the customer managers prefer product marketing to service marketing. The awareness of service marketing is still insufficient.Customer manager’s service marketing is not timely, or comprehensive. This also affects the company business development.In this paper, Industrial and Commercial Bank of China Ltd. Jilin Branch Business Department is the main object of study, and marketing management theory is the basis.From the marketing problems of Industrial and Commercial Bank of China Ltd. Jilin Branch Business Department,this paper focuses on the opportunities and challenges of the business marketing. This paper’s context is clear, and logic is rigorous. First, there are the combination of Changchun’s macro environment analysis, comparison between other state-owned commercial banks and the ICBC, and SWOT analysis. The SWOT analysis focuses on business marketing’s advantages, weaknesses, opportunities and threats of Industrial and Commercial Bank of China Ltd. Jilin Branch Business Department. The analysis involves the branches, staff, products, systems and regional development; It combines the STP strategy and the current status of the business market in Changchun to make the market segmentation of company customers, to determine the target market and to realize the market positioning; Finally, using of7 P service marketing theory, which consists of product, price, place, promotion, people, physical evidence and service process, to make an integrated service marketing strategy. There are measures of marketing system, examination systems and personnel to ensure the effective implementation of the service marketing strategy for the future company business development. This will have certain significance to Industrial and Commercial Bank of China Ltd. Jilin Branch Business Department.