P Bank's Company “Non-Loan” Customer Deposit Marketing Strategy Research

In recent years,due to the changes in China's economic environment,China's economic policy orientation has entered a period of smooth transition from a period of rapid growth.At the same time,China's financial industry has also entered the era of strict supervision.Especially in 2018,it is more and more difficult for commercial banks to obtain high-yield assets.All commercial banks are facing the transformation and development of the company's business,due to strong supervision by the state.Commercial banks must return to their original sources.The traditional model of interest-based difference is to re-escape the historical stage.In order to maintain revenue,commercial banks must obtain low-cost liabilities.Therefore,the public“non-tire” customer deposits are lower.The cost and the characteristics of risk-free asset occupation have become one of the key areas of competition in the banking industry.The public “non-loan” customer deposits are of great significance to support the healthy development of commercial bank asset business and to supplement the liquidity security of commercial banks.Through the long-term first-line public customer deposit marketing practice,combined with the theoretical research of the relevant deposit marketing strategy,this paper introduces the P-bank's public “non-loan” customer situation,aiming to analyze the customer deposit marketing in the “non-loan” Through the actual problems encountered in the strategy,and through the analysis and research of the problems,the paper puts forward suggestions for improving the public “non-loan” deposit marketing strategy,and provides ideas for P Bank to open up the “non-loan” customer deposits.It also provides reference for peer-to-peer financial institutions in public“non-loan” customer deposit marketing.This paper is divided into six chapters.The first chapter is the introduction.It mainly introduces the purpose and significance of this paper,and introduces the related literature review and research methods.The second chapter analyzes the current marketing environment of public loan-free customers through the macro environment,market potential,customer needs and marketing examples.The thirdchapter mainly describes the current status of P-bank's public “non-loan” customer deposit marketing.The fourth chapter analyzes the problems existing in P-bank's public “non-loan-based” customer deposit marketing strategy through 7P'S strategy analysis.The fifth chapter proposes multi-dimensional and all-round improvement suggestions and solutions for the problems raised in the fourth chapter.design.The sixth chapter writes about the need for commercial banks to strengthen the formulation of “no-loan” customer deposit marketing strategies in the new era,and the prospects of P-banks in the “non-loan” customer deposit marketing.At the same time,because the individual “no-credit” customers and the “non-tire-employed”customers are quite different in nature,the main research object of this paper is the“no-loan” customers,and the “non-loaners” involved in the article are all client of Company.