Research On Supply Chain Financial Marketing Strategy Of CITIC Bank Changsha Branch

With the competition of global economic integration between the depth of the modern enterprise has evolved from a single enterprise competition between the competition including suppliers,manufacturers,retailers,including the supply chain.Achieve logistics,information flow as well as the rational allocation of capital flow in the supply chain would undoubtedly overall competitiveness of the supply chain,thereby greatly enhance "supply chain finance" came into being.In the further deepening of financial markets and interest rates gradually accelerating trend of the background of large enterprise groups to broaden the financing channels by issuing bonds,lowering the wishes of a substantial increase in financing costs.Supply chain finance can enhance the value of the entire supply chain,can completely become the new financial instruments banking business growth a top priority,but also the problem of financing for SMEs to provide a solution,how to carry out marketing for supply chain finance business has a problem faced by the banks.This paper selects CITIC Bank Changsha branch as the research object,by analyzing the causes of the problem and its supply chain finance marketing the Present,and draw on advanced international marketing strategy theory and successful practice,Changsha branch of China CITIC Bank proposed marketing strategy of supply chain finance.Firstly,domestic and foreign commercial banks to study supply chain finance marketing strategy briefly reviewed that China CITIC Bank Changsha branch of the need to strengthen the financial supply chain marketing strategy? For in-depth study,this paper then analyzed the Changsha branch of China CITIC Bank financial supply chain marketing,internal and external environment,including the macro environment analysis,industry competitive analysis.Investigation of the paper then advance through CITIC Bank Changsha branch of the development process and marketing initiatives,we analyze the causes of the current problems and CITIC Bank branch in Changsha,supply chain finance marketing presence.To solve these problems,this paper CITIC Bank branch in Changsha,supply chain finance market positioning,and then from the product strategy,pricing strategy,channel strategy,promotion strategy put forward several recommendations for improvements.Finally,in order to guarantee the smooth implementation of the marketing strategy,proposed the implementation of safeguards.Supply chain finance business is focused on the business of commercial banks in the field of supply chain finance banks also focus on marketing planning and implementation.This article is only from the actual work of CITIC Bank Changsha branch of view,the other domestic commercial banks supply chain finance business marketing strategy developed to provide a reference.