The Marketing Strategy Research Of China Construction Bank Nan Chang DH Branch's Trust Agency

At present,the external economic environment is complex and changeable,On one hand,commercial banks have to face the downturn of economic which brought the decline in the quality of assets;On the other hand,the impact of interest rate liberalization on the bank's profits are also emerging.How to break the current predicament,to create a new profit growth point has become a priority.Agent sales trust fund,is an effective way for commercial banks to strengthen cooperation with the third party financial institutions,expand the source of profits,and achieve their own transformation and development.Therefore,in order to achieve further enhance the trust products sales,putting forward an effective agent trust fund marketing strategy for basic commercial banks has the theoretical significance and practical value.This paper use bank marketing theory and "STP" marketing theory as a theoretical basis.With the research object of China Construction Bank Corp DH branch in Nanchang,this paper using literature research method,investigation method and SWOT analysis method,tries to put forward the marketing strategy which can be used for reference to improve the sales performance.The first part of the paper is an introduction which introduces the background and significance of the topic,and briefly introduces the research status of the field in China and abroad.The second part is related concepts and theories.First,the concept and development of agency trust are introduced in detail;Second,introduces the development of trust business in China and the history of the cooperation between commercial banks and trust company;Third,this paper briefly introduces the service marketing theory and the "STP" theory.The third part analyzes the marketing environment of DH branch by using the SWOT analysis method.Combing the DH branch advantage in brand,customer base,equipment and disadvantages in location and people;Recognition threats from the industry or the Internet Financial and existed.opportunities.The fourth part,by using the theory of "STP",separate the customers in the customer life cycle,the relationship with the bank and the customer risk preferences.According to market segmentation results and the characteristics of trust products,select the target customers and then determine its market position.In the fifth part of the article,by using the "7PS" service marketing theory,put forward the marketing strategy from the product,pricing,channel,promotion,personnel,process and tangible display.In the sixth part,the paper puts forward three safeguards: the guarantee,strengthen the training and risk control.