An Optimizing Research On Marketing Strategy About Bill Business Of Bank Of China Hainan Branch

In recent years,thanks to the rapid growth of China's economy and the increase of enterprises' demand for short-term financing,China's bill business has developed rapidly.As a financing tool between enterprises and banks,the bill can undertake the function both settlement and financing.Meanwhile,by virtue of high liquidity and stable income,the bill becomes the focus of competition in domestic financial institutions.But since the year of 2016,many cases on bill business occurs with huge amount across the country,which attract high attention from the regulators.The CBRC and other regulators have issued a number of regulatory policies continuously to vigorously regulate the bill business of commercial Banks.In the period of economic downturn,it is particularly important to develop the bill business by carrying out a series of measures to support the substantial economy,especially the small and medium-sized enterprises.By taking the bill business of Bank of China Hainan Branch as an example,this thesis analyzes the past research on marketing strategy at home and abroad and business development status.Meanwhile,this thesis focus on the resources in the development of bill business of Bank of China Hainan Branch and optimize the marketing strategy by applying the theory of SWOT and 7P.The article consists of seven parts.The first part is to introduce the background and significance of the article,and the status and development trend at home and abroad as well as ideas and methods of the research.The second part is the concept of bill business,research process and some marketing theories.The third part is the status quo of bill marketing management of Bank of China Hainan Branch.The fourth part is to analyze the marketing environment of bill management of Bank of China Hainan Branch.The fifth part proposes the optimization design of bill business marketing strategy of Bank of China Hainan Branch.The sixth part is the guarantee measures of bill marketing strategy for optimization in Bank of China Hainan Branch The seventh part is the conclusion and prospect of the research.