Research On The Marketing Strategy Of CITIC Bank G Branch

At present,our country is at a new starting point for the 40 th anniversary of reform and opening up,and is entering a new stage of comprehensively deepening reforms,expanding opening to the outside world,and promoting high-quality economic development.The financial industry is faced with the general requirements of structural adjustment,return to origin,risk control and strict supervision.How to adapt to the country's macro situation and the development strategy of the general branch,constantly adjust and optimize its own marketing strategy,and adapt to changes in the market are important issues faced by grassroots branches of commercial banks.This article analyzes the current macroeconomic environment facing the banking industry,economy,society,technology,and the market and industry competition environment faced by the G-Bank of China CITIC Bank.Starting from the status quo of products,prices,channels,promotions,services,etc.The problems and causes of marketing strategies were analyzed.It was found that the G-branch bank experienced a lack of innovation in product strategies in the marketing process,the price strategy was easily affected by financial disintermediation,online channels were not adequately valued,and the promotion model did not match customer needs and services.Level and tangible display problems such as poor performance.The causes of the problems mainly include the limitation and restriction of the management mode of the general branch,the unsuccessful construction of teams and teams,and the inefficiency of information collection and transmission.According to the problems existing in the marketing strategy of the G-sub-branch,this paper puts forward specific measures for improving the marketing strategy.In terms of product innovation strategies,the G-Sub-branch should improve itself from the in-to-balance sheet transformation to off-balance-sheet products,from heavy assets to light assets,and from traditional credit providers to integrated service providers.In terms of channel optimization strategies,we should actively integrate online and offline marketing channels,make full use of peer-to-peer cooperation and bank-enterprise cooperation and sharing channels,broaden channels through social and public service platforms,and strengthen interaction with government social departments to develop new channels.In the price differentiation strategy,we must adopt a competitive pricing strategy that suits the market environment,a flexible pricing strategy that balances the overall interest,and a value-based pricing strategy that includes value-added services.In the promotion of diversification strategy,we must start from commercial advertising,business promotion,Public relations and personnel sales are improved in four areas.In terms of customer service enhancement strategies,we should do a good job of customer-level service work,improve financial technology services,implement dynamic identification service strategies,and formulate comprehensive and detailed service processes.In response to the causes of the G-sub-branch marketing strategy,this paper puts forward safeguard measures for improving marketing strategies,including internal system and mechanism guarantees,personnel and organizational guarantees,capital and technical guarantees,etc.,to ensure that G-Subsidiary Banks improve the marketing strategy-related measures and promote Branches smoothly achieved marketing transformation.