Research On Marketing Strategy Of Institutional Banking Financial Domain For CT Bank JN Branch

Institutional banking,company banking,personal banking constitute the current commercial bank's three main business,Institutional banking customers belong to the bank's preority clients because it includes four kinds of clients: the government departments,armed forces,public institutions and legal entities.The customers of financial sector which belongs to the class of government departments playing an extremely leading and guidance role in the financial fund.For the financial is the source of government funding,banks always place the financial clients in the position of first priority.Although the development of institutional banking financial domain for CT bank JN branch begins to take shape,but it still has many marketing problems due to lack of guidances of systematic marketing strategy.As the core domain of institutional banking business,the study on the marketing strategy of financial sector is conducive to the promotion and development of the whole institutional banking business.This paper chooses the financial domain of institutional banking in CT Bank JN branch as the research object,reviewed the relevant literature at home and abroad,combined the current marketing situation of financial sector in JN branch and found out many problems therein such as the unfulfillment of product application,overmuch restrictions on authorization and pricing,insufficient business stability,weak marketing public relation and etc.This thesis also adopted marketing theory comprehensively to analyze the marketing environment of the financial sectors in institutional banking of CT Bank JN branch in macro and micro,and combined SWOT analysis to find out the strengths,weaknesses,opportunities,threats of the financial banking in JN branch and proposed suited marketing strategy for it,as well as developed the implementation of safeguards measures for the marketing strategy.This paper argues that JN branch should adopt multiple strategy of product for different types of financial business such as settlement agent,fund management and comprehensive financing,conduct a comprehensive comparative analysis of pricing for different types of financial clients,set up hierarchical marketing system,promote the establishment of information communication and electronic channels,enhance the professional image and strengthen advertising marketing,as well as implement supporting measures in the aspects of organizations,institutions,systems and personnel to achieve breakthrough and promotion of the institutional banking financial domain in JN branch.This paper set up a professional marketing system for the JN branch in the financialsector of institutional banking,the marketing mix strategy proposed is operational which will help JN branch to carry out the marketing of financial sector in institutional business better,promote its market shares and brand influence among regional banks with same trade or business.Meanwhile,it is hoped that it can provide a reference for the marketing of the financial sector in institutional banking for other branches and commercial banks with same trade or business.