The Marketing Strategies Of Army-related Business By A Commercial Bank Against The Background Of Civil-military Integration

Military customers have always been the important high-quality customers of commercial banks.Depending on the huge amount of funds and stable source of deposits,the military customers have made great contribution to the continuous flow of commercial banks.In the face of a series of challenges,such as the acceleration of interest rate liberalization,revitalization and the centralizationhe of government's stock of capital,more competitive co-operation projects,decline of profits and the rising rate of non-performing assets and so on,the role of the military business operations in support in the development of commercial banks will become increasingly prominent.In recent years,the new leadership led by general secretary Xi Jinping has paid more and more attention to the national defense construction of the armed forces,and regarder the integration of military and civilian development as the national strategy.The army's national defense construction has been intensified.With the reform of the financial management of the army and the deepening of the army's preparation,the future military business will become an important source and a new point of growth of the public deposits for the commercial banks.Researching on the marketing strategies of the military business can not be underestimated for commercial banks to improve their market share,ensure the stable source of revenue and gain competitive advantages.With the policy supportiong and financial product innovation,the current domestic commercial banks carry out military business operations,but the client centered ideas still stay on the surface,the business cooperation is based on the traditional settlement business,generally speaking,is not conducive to the further development of cooperation in the banking business development and promotion.This paper take the A commercial bank as an example,from the actual situation,based on combing the related literature at home and abroad,through the PEST and SWOT tool to analyzes the commercial bank's internal and external environment,combines with the STP marketing theory,7Ps marketing,relationship marketing theory,designs to meet the the business development of A commercial bank's marketing strategies,and puts forward the corresponding measures.Based on the example of the development of A commercial bank's military business,this paper analyzes the problems existing in the development of commercial banks' military business from the aspects of operation management and marketing services,and studies the formulation of marketing strategies.Eliciting problems from individual cases and seeking countermeasures from the angle of commonness,it has a certain theoreticalsignificance to explore the development law of the banking and military business under the background of civil-military integration,and also has some reference value for other domestic commercial banks to explore the development of the military business.