The Study On Intermediary Businss Marketing Of ABC Shangluo Branch

Intermediary business,assets and liabilities are three components in the operation of modern commercial banks.With the progressively keen competition between counterparts and the gradual shrinking of interest difference between deposits and loans,commercial banks have shifted their focus on enhancing the development of intermediary business for the purpose of strengthening market competition,expanding the space for survival,improving the services,facilitating the process of internationalization as well as realizing the operation theory in the uniformity of security,liquidity and profitability.The paper sets forth the current status of intermediary business of state-owned commercial banks with the elaboration on the status,the problems and the root cause of restriction in the development of ABC Shangluo branch.With the analysis of both outside and inside conditions of the intermediary business in Shangluo branch,it states the key elements that tie the development of it,and illustrates the discrepancy strategy of it.By using the Five-Forth model,it points out that the dev.strategy should be set up in accordance with the current circumstance,while the future must be planned with full consideration of potential changes in the competition forces.Furthermore,with the application of the theory of Three-Dimension,it carries out the orientation study on the key business,product,clients,main competition in the intermediary market as well,and clarifies the target market and market orientation for Shangluo branch.Finally,with the market competition theory,marketing theory and business innovation theory,the author gives out the innovation design for intermediary business,and suggests the detailed proposals to Shangluo branch.The paper specifies the target market and product orientation of intermediary business of ABC Shangluo branch.It is supposed to be both referential and applicable to other commercial banks.