Research On Institutional Banking Business Marketing Strategy Of Dalian Branch Of Z Bank

Company banking clients and private banking clients, institutional banking clients and financial trade clients together constitute the four major commercial banks in customer groups. In recent years, with the continuing and stablize development of the national economy, China strengthens the reform of fiscal treasury management system and promotes the development of Medical care, Peoples livelihood, Culture and Social public utilities. This will help to provide a broad business cooperation space for commercial bank, institutional banking business has become one of the core business of modern commercial Banks. Dalian branch of Z bank was established in 1988.Its development institutional banking business for a long time, but it is still in infancy. The market and customer development is inefficient. Therefore, the research on institutional banking business of Dalian branch of Z bank is of great significance.This paper is based on institutional banking clients of Z bank Dalian branch as the research object, and reference the literature of domestic and foreign. By visiting research conducted in the form of data collection to analyze the development present situation of this bank's institutional banking business by multifaceted ways to find out the four problems existing in development of Z bank. Secondly, this paper combined with the internal and external environment to analyze the marketing strategy of localization. Eventually determine the marketing strategy of Z bank Dalian branch. Product strategy including innovation and enhance the products fall to the ground, and according to the different characteristics of institutional clients'needs to complete the product matching. Pricing strategy is including special pricing for institutional clients deposit and electronic project pricing. Channel strategy including optimization management system, set up information platform, and collaborative system. Security strategy is including the establishment of an independent marketing management mechanism, optimization of team construction, strengthen assessment motivation.Through the marketing strategy design for Z bank Dalian branch, this paper provides reference for Z bank to achieve the goal of the business stable, healthy and sustainable development, make the Z bank to obtain more initiative in market competition. At the same time, this paper also to provide the reference for the other 110 banks in the same system.