Analysis Of State-owned Bank Z's Marketing Strategies On Small And Medium-sized Real Estate Enterprises

The weaker bargaining power and bargaining propensity of small and medium-sized real estate companies can provide commercial banks with higher business benefits.However,at present,state-owned commercial banks fail to achieve effective business contacts with small and medium-sized real estate companies,making it difficult for both parties to conduct business development.Small and medium-sized real estate companies cannot enjoy stable funding supply or abundant financial instrument supply from state-owned commercial banks,while the latter are unable to enjoy the higher quoted revenue that the former can provide.Based on the summary of the common characteristics of real estate financial businesses and the features of financial businesses for small and medium-sized real estate companies,the research locates the strategic position of such businesses using the Boston Matrix for analysis.Also,the research adopts the SWOT analysis to stud y the necessary strategies for state-owned enterprises who make their foray into such businesses.As last,the research optimizes the marketing procedures backed by the ECRS analysis.In the light of the Boston Matrix analysis,the author comes to the finding that for the Branch Z of the State-owned Bank A,the financial services of small and medium-sized real estate companies are problematic.The business itself has the characteristic of high growth rate,but due to its own reasons,Z has caused the problem of a relatively low market share.By way of the SWOT analysis,the author further concludes that Z has advantages in terms of historical evolution,physical location,customer gro ups,business experience,etc.,but also has the disadvantages of single marketing approach,distraction of professional teams,and relatively long process of internal approval.Z has shown strong market opportunities in terms of overall business volume,c ustomer base,and types of new business.Meanwhile,it is confronted with internal and external threats,such as fierce internal and external competition,low customer loyalty,high requirements of timeliness,and loss of business backbones.For state-owned commercial banks providing financial services to small and medium-sized real estate companies,taking the Branch Z of the State-owned Bank A as an example,this paper contains proposals of the optimization measures of marketing process and strategies:(i)comprehending national policies in advance,(ii)strengthening project identification,(iii)enhancing the management of the report process,(iv)creating demands with investment banks,to improve comprehensive service capabilities,(v)winning recognition of customers with professional capabilities,and(vi)constantly paying attention to potential risks.Those may serve as the directions of strategy optimization to develop advantages,inhibit disadvantages,grasp opportunities,and countering threats.