Research On Company Business Market Positioning And Marketing Strategy Of Ccb SC Branch

CCB(China Construction Bank) is one of the five big state-owned banks in China, with 38 primary branches, SC branch for one of them. In the past,SC branch’s company business had inherited CCB’s competitive advantage in the industry of infrastructure construction such as energy and transportation, and being leading the way in the race with other banks in SC province. But in recent years, competition in domestic banks has being more and more fierce,with dramatic changes happening.For a long time,SC branch’s development was relying too much on some large traditional industries,central cities,and big customers;and meanwhile,SC branch always neglected business development in other industries and cities,especially in small and medium-sized customers.As time goes by,the disadvantages of SC branch’s weak foundation and unbalanced structure of company customer appeared increasingly.With the big customer resource drying up, SC branch’s growth ability has being suffering huge impact. SC branch must take measures to adjust its customer structure and marketing strategy.The purpose of this paper is to explore SC branch’s marketing opportunities of company business in each market segment, analyze the target market positioning, and put forward some suggestions about marketing strategy and policys for improvement,through comparing SC branch’s customer structure with other banks. SC branch should insist on the original advantage to retarget market positioning,with its role from the professional bank in the national infrastructure construction to the integrated bank in the country’s new economic development;and optimize the market structure in terms of regional,industry and customer size scale. SC branch should take the aggressive marketing strategy in the next step,and improve the marketing policys from the aspects of product,price,place and promotion.Significance of this paper lies in: to help SC branch achieve target market segmentation and the accurate market positioning,perfect customer structure, and expand space of business development;and finally make sure that SC branch keep the sustainable and healthy development under the background of China’s economic transformation and banks’ upgrading competition.