Research On Marketing Strategy Of SZNY Commercial Bank

In recent years,the commercial banks of our country have made a good development through the continuous deepening of reform.The strength of the banks has been continuously improved,the types of financial products are constantly enriched,and the personnel of the marketing team are expanding continuously.But in the actual operation,the marketing management of commercial banks is not perfect,and the marketing strategy still stays in the past,which leads to the weakness of the product competition and the narrow marketing channel in the marketing process of commercial banks.After years of active exploration and summary,marketing strategy has developed some new developments.The marketing concept of "customer centered" and 4P marketing strategy composed of product strategy,price strategy,channel strategy and promotion strategy have been widely used in all walks of life,and have achieved certain results.In the current new situation,the further improvement of the marketing strategy of commercial banks has a very positive effect on the commercial banks to improve the marketing efficiency and expand the market share.Under this background,this paper launches the research of SZNY commercial bank's marketing strategy.First,this paper studies and discusses the related concepts and marketing theories of commercial banks.Then,based on the current situation and problems of SZNY commercial banks in marketing management,the present situation of product strategy,the current situation of price strategy,the current situation of channel strategy and promotion in the marketing of SZNY commercial banks are combed from the perspective of 4P.Strategy status.Then,this paper analyzes the actual marketing cases of SZNY commercial banks,and thinks that there are some reasons for the marketing of SZNY commercial banks,because of the lack of professional quality marketing personnel,lack of product innovation ability,lack of effective communication channels and communication ways,and imperfect marketing service system.The main problems are as follows:(1)the marketing product is not matched with the customer's needs;(2)the product is homogeneity serious;(3)the staff and the customers are not enough to communicate;(4)the promotion means are backward.In order to optimize the marketing strategy of SZNY commercial bank,this paper adopts the SWOT analysis method to sum up the advantages,disadvantages,opportunities and threats of the marketing strategy of SZNY commercial banks.From the advantage,SZNY business has a rich management experience and a humanized marketing management way,but SZNY commercial bank has the disadvantages of small network coverage,limited scope of service,lack of talent reserve and so on.Finally,according to the above analysis,this paper puts forward the optimization idea of the marketing strategy of SZNY commercial bank,formulating specific detailed rules and regulations of SZNY commercial bank's product,price,channel and marketing strategy,and puts forward the policy implementation safeguard measures from the aspects of system guarantee,talent guarantee and infrastructure protection.