Marketing Problems And Optimization Design On Intermediary Business Of The Agriculture Bank Of China,N Branch

Broadly speaking, Intermediary business refers commercial bank acting collection, payment other matters entrusted service. Banks do own funds, just relying business, technology, institutions, reputation talent advantages contract payment other matters entrusted, providing various financial services fee according business. Intermediate business do banks funds, credit. Intermediary business as one of the important products in financial innovation, with its low cost, small risk and high yield characteristics, its importance are increasingly growing in terms of service clients and generate revenues.For commercial banks, intermediary business has become the most important aspects in future development and competition, the discretion of intermediary business revenue has become the key to lasting survival.Under the background of leap-forward development, Banks are scrambling to develop intermediary business, intermediary business sprang up, varieties of coverage is becoming more and more comprehensive, intermediate business income increasing proportion in the total revenue. But compared with foreign commercial banks, there are a lot of problems for Chinese commercial banks in intermediary business: the management concept and service concept, the marketing concept with the foreign commercial Banks and even some emerging domestic commercial Banks has certain gap. For the agricultural bank of China(ABC), the types of intermediary business is increasingly diverse and completely.In recent years,the speed of the intermediary business revenue growth is 5% to 10% at an annual, which increasing proportion in the total revenue. Despite ABC has many breakthroughs, but there is a large distance in the management concept, service concept and marketing concept.ABC should be combined with the market situation, strategic planning, financial innovation, From the perspective of meeting the different needs of customers to value service and marketing.ABC should change the traditional marketing concept and method in the past, combining the reality of the ABC, giving full play to the advantages of state-owned commercial Banks, developing a long-term intermediary business between marketing strategy and the short-term business marketing strategies, to keep ABC healthy, stable and sustainabledevelopment in the fierce competition.Based on the agricultural bank of China,N branch(ABC, N branch) as the research example, the author using the international conventional 4P’s marketing strategy, combined with its own working practice and experience to find out the existing problems, and to design its current marketing strategy.In this article, from the target market, producting structure, flexible pricing, perfecting channel and appropriate sales promotion has worked out a proper fitting ABC,N branch intermediary business marketing strategy. Making ABC,N branch middle business income improved, finally achieve the purpose of the long-term, stable and healthy development.