Marketing Strategy Of Corporate Deposit Of A Bank,Fujian Branch

In 1914,A Bank set up the first branch in Fujian.After a hundred years of development,A Bank of Fujian Province has built a stable foundation and established a high level of business development in the financial industry of Fujian Province.However,with China's economic recession,there has been a certain degree of decline in the banking operation since 2014.At present,after more than 30 years of rapid business development in China,the old development model has started to show its downside:The absolute excess capacity and relatively advanced infrastructure has caused the fiscal stimulus policy diminishing;it resulted with a radical monetary policy in recent years which caused the co-existence of assets price bubble and inflation pressure,as the result,the future of monetary policy will have very limited operational space;the third is after Trump won the election,hispolicy may imply that the US dollar trend will go strong again,China's foreign trade environment will continue feeling the pressure.Although China's economy has stabilized and picked up in 2016,the transformation has not been completed into a higher level.The next few years will be a relatively difficult period for China's economy.It is also the key point for A Bank Fujian Branch to adapt to the new environment and adjust its business strategy.Based on the theory of commercial bank marketing,with more than ten years' work experience in public deposit marketing,this paper analyzes the deficiencies of A Bank Fujian Branch's marketing strategy for public deposit business in view of the current market environment.Then,through the SWOT analysis model,A Bank of Fujian Province should adopt the strategy of SO as well as the WO and WT strategy to carry out the completion of internal system,business structure adjustment and long-term development layout.On this basis,this article further divides public deposit service into sub-market categories,indicates that the A bank Fujian branch should liberate itself from the historical burden,improve the internal mechanism,adjust the deposit structure,cultivate talents,and develop the external layout for long-term deposit growth,focus on "administrative deposits","deposit flow" and "specific period deposits" to establish marketing,in order to have the next rapid economic growth period.Finally,the paper makes the proper strategy recommendations in the four aspects of marketing strategies:Product,Price,Place and Promotion.