Research On Marketing Strategy Of ZB Bank's Public Service

Public business service should be one of the most traditional business segments of commercial banks.The market expansion and development of public business directly determines the profitability and sustainable development ability of commercial banks.ZB Bank is the predecessor of Zibo City Commercial Bank,was established in August 28,1997,as the fourth batch of urban credit cooperatives formed by the local joint-stock commercial banks.On February 13,2009,Zibo City Commercial Bank was formally approved to change its name to "ZB Bank" by the China Banking Regulatory Commission,Although ZB Bank has made great progress in recent years,ZB Bank has a lot of deficiencies in the market expansion of public business.With the increasingly fierce market competition,it is urgent for the scientific development of ZB Bank's own business strategy for public business.Based on the modern marketing theory,this paper analyzes the marketing work of ZB Bank from the external environment to the internal situation,and puts forward the problems in the marketing work.SWOT analysis,ZB Bank for the public business market competition external opportunities,threats,internal advantages and disadvantages,thus determining the ZB Bank's growth marketing strategy,and then determine the target market and market positioning on the basis of the corresponding Summed up the ZB Bank on the public business marketing problems,put forward for the ZB Bank of the public business marketing strategy recommendations.