Research On Inter-bank Business Marketing Strategies Of Shandong Branch Of China XX Bank

Inter-bank business of commercial banks refers to the financial business which,with financial institutions as the business partners and inter-bank fund flow as the core of service development, gives play to the business linkage capacity of financial institutions to market their financial products. inter-bank business of commercial banks in China basically took shape along with the accession of China to the WTO and the initial inter-bank business mainly included inter-bank deposit, inter-bank borrowing and agent service. With the development of the capital market,strengthened financial regulation and increasingly rapid interest rate liberalization,business structure of China’s commercial banks is constantly undergoing changes.Among them, inter-bank business has gradually form the structure in which inter-bank cooperation is the main part and cooperation between trust and banking, cooperation between bank and fund, cooperation between bank and insurance company,cooperation between bank and leasing company, cooperation between bank and financial company, cooperation between bank and futures company and various other inter-bank businesses coexist. Moreover, cooperation between commercial banks and non-financial institutions is also increasingly close.At present, the overall international financial environment is dominated by mixed operation. However, separate operation is practiced in financial industry in China and the main businesses of China’s commercial banks are still traditional ones.inter-bank business has not taken shape for a long time in China’s commercial banks and most commercial banks have not paid enough attention to inter-bank business.inter-bank business, featured with unbalanced developed, serious homogeneity, lack of originality and highly limited products, can barely adapt to the development of current complicated international financial situation. Therefore, it has become an important research topic for the development of China’s financial industry to implement the market-oriented marketing ideas, emphasize and formulate effective marketing strategies, refine target customers, conduct accurate market positioning,meet requirements of customers, obtain market recognition, reduce costs and improveoverall competitiveness.With inter-bank business of Shandong Branch of China XX Bank as the research subject, thorough study of experience of domestic and foreign commercial banks and other financial institutions in inter-bank business and SWOT analysis of internal and external inter-bank business environment of Shandong Branch of China XX Bank are conducted in this paper. The strengths, weaknesses, opportunities and threats facing Shandong Branch of China XX Bank in conducting inter-bank business are obtained.By referring to experience of domestic and foreign banks in inter-bank business, the inter-bank business development ideas are formed. The differential marketing strategy of energetically developing high-end customers with high contribution and loyalty,actively expanding medium customers with medium contribution and loyalty and giving consideration to low-end customers with low contribution and loyalty is defined and the measures to accomplish targeted product strategies, price strategies,channel strategies, promotion strategies and marketing strategies are proposed. It is expected to make Shandong Branch of China XX Bank get the upper hand in the competition of inter-bank business and also provide reference for commercial banks to effectively market their inter-bank business.