Research On Marketing Strategy Of Dalian Bank

With the gradual opening of financial policy, some foreign banks, five state-owned bank and city commercial banks have been into the Dalian market, the Dalian banking market competition is becoming increasingly fierce. The Bank of Dalian to use marketing strategies to improve the Bank of Dalian’s financial product characteristics and service level, to meet the needs of different customers to solve the problem of the Bank of Dalian to become. This paper to the order of Bank of Dalian as an example, the integrated use of STP strategy, the analytical method of SWOT and 4P marketing theory of Bank of Dalian, the marketing environment of Bank of Dalian, marketing strategy aspects of detailed analysis, and thus make the marketing strategies of Dalian bank guarantee measures.This paper analyzes the status quo, as well as the marketing environment, existing problems and SWOT analysis of Dalian Bank, strategy formulation of Dalian Bank’s marketing, and it proposes to improve the strategy of Dalian Bank’s marketing. Firstly, this paper expounds the concept, management process, STP strategy,4P marketing theory and SWOT analysis method of marketing. Secondly, focusing on the analysis of the external marketing environment, internal marketing environment and SWOT synthesis of Dalian Bank. Thirdly, with the Dalian Bank’s marketing practice, the development of Dalian Bank’s marketing strategy, including from the target market segmentation, product, price, channel and promotion, etc.. At last, combined with the actual situation of Dalian Bank, it gives the strategy for improving Dalian Bank’s marketing includes Optimizing the organization structure of marketing, as well as improve marketing team building and strengthening the building of enterprise culture of Dalian Bank’s marketing. Therefore, it is very important to study the marketing strategy of Dalian Bank in the aspects of improving enterprise’s popularity, enhancing enterprise competitiveness and expanding the enterprise sales profit.In this paper, other electric enterprises of the same industry in improving the marketing strategy will have a certain reference value.