Research On Marketing Strategies Of Credit Operations In The Changchun F.A.W Branch Of BOC

When financial crisis sweeps across the whole world in 2008, China’s financial industry withstand challenges succesfully and the overall strength increased significantly.In the new normal situation, how to realize the steady and healthy development of the financial sector is still a major task during Thirteenth five-year plans.as the main body of financial,the developments of banks are facing with great opportunities and challenges.As the main source of commercial bank credit business, the main business of profits, have great effect on the operating performance of commercial Banks.Bank of China Changchun automobile factory branch has set up more than 20 years.with rapid development of the credit business is facing with some problems at the same time.An important issue of Jilin Changchun FAW Branch of Bank of China is how to combine its resources and capabilities, credit marketing strategy formulation, forward-looking grasp of the economic and social modernization transformation opportunities, to create sustainable competitive advantage, to become a leader in the local credit market recognized.Based on Bank of China Changchun automobile factory branch as the research subject, firstly, we outlines of plant branch and its business operations.Secondly, from the product, price, place and communicate, four aspects to analysis the marketing status of credit business of the automobile factory branch.In the end, there are four problems in the automobile factory branchas credit business about product innovation, market positioning,marketing channels unblocked, personnel quality, professional and other issues.Through macro environment and micro environment analysis of the automobile factory branch credit business, SWOT analysis method applyed,we draw the advantages and disadvantages of the automobile factory branch credit business development as well as the challenges and threats.In the process of marketing strategy selection of automobile factory branch credit business, we can to provide other businesses of the automobile factory branch and the development of other Banks with certain significance.