Research On Marketing Strategy Of S Branch Of China Merchants Bank

CMB(China Merchants Bank)is the first joint-stock commercial bank wholly owned by corporate legal person in China with a total assets of over 4.7 trillion yuan and over 1200 outlets.S Branch of China Merchants Bank is directly under the head office of a branch,administered 36 operating agencies.The total number of employees are more than 1600 people.For a long time,S Branch has achieved a good ranking among its peers in the special status of corporate affairs inherited by major state-owned enterprises in S Province.However,with the drastic changes in the overall economic situation,the days of domestic banks and their peers are getting worse and worse.As competition comes more and more intense,problems gradually arise from the unsatisfactory customer structure,poor customer base and poorly defined target position of S branch.For example,the performance growth relies excessively on the traditional industries and major customers,neglecting of other industries,small and medium-sized customer business expansion.In addition,the growth of new major clients is relatively slow.The major customers in the stock market are basically capitalized.It is even more difficult to obtain a share in the already fierce competition.Only by the continuous improvement of their own level of competition can they survive in a complex environment.As a result,S branch's marketing strategy has reached a crucial moment.In this paper,we intend to explore and analyze the marketing opportunities that may exist in different markets through analyzing the current environment.And the upgrading of strategies should be in line with the development of S branch.This paper argues that S Branch of China Merchants Bank should reorient the target market to the integrated banking based on its original advantages and optimize its market positioning based on the choice of the dimensions of the region,industry and customer size.The next step,S Branch should target at marketing,product improvement,pricing,channel and promotion.The product line should be further improved and a star product that can adapt to different types of customers should also be created.According to the needs of SMEs,S Branch should focus on the introduction of credit factories and building SME an exclusive brand.What's more,innovating the supply chain of products and building product brands are still needed.Other steps are still important.Strengthen the use of product portfolio marketing is a good method.Different pricing strategies for different customer groups.Accelerate the construction of branches and outlets appropriately.Separation of front and backstage can help strengthen the centralized production organization and management.Speed up the construction of self-service banking.Focus on the upstream and downstream of large corporate customers,according to differentiated customer base to achieve accurate marketing model.The practical significance of this dissertation is to help S Branch of China Merchants Bank to improve the customer structure of public service,realize the reasonable target market segmentation and positioning,continuously open up new business space and promote the healthy and rapid development of S branch business.