Research On The Marketing Mix Strategy Of Credit Bond Underwriting Business In Liaoning Area Of SJ Bank

Under the current world pattern,global financial globalization and interest rate marketization have been started around the world.However,the traditional business shrinking of the commercial banks under the traditional financial order is becoming more and more serious.The new challenge of survival is coming.Transformation is the main theme of the development of Chinese commercial banks in the past ten years.From wholesale to retail,from commercial banks to investment banks,from savings and loans to large capital management,from separate operation to mixed operation,the story of transformation has never been completed.Today,under the impact of the new normal,especially the Internet economy,the traditional commercial banks are facing new choices again,and how the plot develops.Every bank and every bank owner is likely to write different scripts.With the continuous change of the financial order,domestic commercial banks to improve its mode of thinking in continuous optimization,is not suitable to abandon the traditional savings loan model,other intermediate business choice of savings and loan,and then continue to invest energy development,trying to make a profit growth as the key point to help commercial banks to maintain a certain the choice of competitive ability,which is the result of commercial banks inevitable.SJ bank's credit bond underwriting business is developed in this big background.For the SJ bank,it is now a key development focus.This article from the status quo of credit bond underwriting business with the development situation of the credit bond underwriting business of SJ bank is discussed in detail,based on the analysis of the environment and the core problem existing at present,combined with the 4C marketing theory,from the convenience of customers based on customer demand,cost,customer and communicate with customers in four aspects to put forward the implementation the specific direction of marketing strategy:First,through the market segmentation and market positioning of SJ bank's credit bond underwriting business,we have determined the target market of SJ bank's credit bonds,and summed up the marketing direction.Secondly,according to the above analysis,according to the target market of credit bond underwriting business,combined with 4C marketing theory,the corresponding marketing strategy for SJ bank credit bond underwriting is put forward.Finally,in view of the marketing strategy proposed above,some supporting measures which can help the marketing strategy of the credit bond underwriting business can be better implemented.It mainly includes the construction of customer relationship system,the adjustment of credit bond underwriting business organization structure,and the improvement of performance appraisal plan and specific business process.