Marketing Strategy Study On Intermediate Business For X Bank In Dezhou City, Shandong Province

Currently, along with the four state-owned banks to gradually transition to a world-class financial firms, many emerging joint-stock banks, city commercial banks rise, foreign banks gradually expand their business to the mainland by a first-tier cities, the competition of the Commercial Banking has been heating up, especially the traditional areas of credit, various financial institutions homogeneity. Compared with foreign financial institutions, business development level among China's commercial banks is relatively low, is becoming a strategic focus on the future development of China's commercial banks. Now, major financial institutions have to be included in the intermediate and long-term business development plan to become always want to support future business growth. How to make full use of marketing strategies to effectively enhance the performance of intermediary business development be put on the agenda of major financial institutions. This paper uses the theory of marketing development of intermediary business analysis and discussion for a bank of Dezhou, based on the current situation of financial institutions Dezhou business development. Will use a combination of quantitative and qualitative research methods to a commercial bank in the middle of business development, and further enhance the study of scientific and effective, and has important practical significance.Compared with the traditional deposit and loan business, intermediate business with a stable income, low-risk, no occupation of its own funds and so on. In this paper, the system analyzes the status quo of China's commercial banks in the middle of business development, based on the theory summarized academia and analytical models on intermediary business and marketing, compared to the domestic and international business and marketing research in the middle of evolution and focus, fully absorb the existing research results. Then, this paper points out the bank marketing environment problems and use EFE matrix, AHP to analyze internal and external environment. On this basis, through targeted customer segmentation, target market selection and positioning, terms of product portfolio strategy, pricing strategy, channel structure, marketing strategy and other marketing strategies for the bank intermediate business were discussed in detail. Finally, this paper selects Dezhou College, the steel market, Huang Ming Group as the case, discussed in detail in the middle of the Bank differentiated marketing business and to assess marketing effectiveness, identify problems and shortcomings, raise the risk points, to develop a detailed solution, which verifies the validity of promoting business development through the middle of marketing theory.