Research On The Optimization Of The Corporate Business Marketing Strategy Of The Business Department Of The Shaanxi Branch Of Industrial And Commercial Bank Of China

With the interest rate market,financial disintermediation and customer choice diversification,technology innovation and Internet plus customer consumption habits change,in order to win the initiative in the fierce market competition,the bank must pay more attention to business marketing management efficiency,improve marketing services business,the Shaanxi branch of the business department of marketing business transformation is imminent.Under this background,it is necessary to implement the construction bank business marketing transformation,around to a comprehensive bank,multi service,intensive development,innovation and transformation of wisdom bank bank development strategy,customer-centric,market-oriented,enhance their competitiveness in the market.In this paper,the Industrial and Commercial Bank of China branch in Shaanxi Province Department of the company's business as the main research object,using marketing management theory,on the basis of the present situation and problems o f business marketing company Shaanxi branch of the business department,mainly expounds the opportunities and challenges faced in the marketing business.At present,the Shaanxi branch of the business department mainly has the following problems in business marketing process: one is the high degree of customer concentration,such as over reliance on large customers,high-quality insufficient resources and small and medium-sized enterprises smaller contribution,leading business indicators slowdown.Two is the customer management level is not high,not including a large number of customer data in marketing systems for effective analysis application,market segmentation,target market selection problem is not in place is not clear and the market positioning is not accurate,resulting in business marketing direction of the company is not clear,the marketing effect is not ideal.Three,marketing capabilities of marketers need to be improved.At present,public account managers are still focusing on product marketing and marketing awareness,but not timely and comprehensive service marketing for company customers,and also affect the development of company's business.This paper uses the advantages and disadvantages,opportunities and threats of the company's business marketing environment of Shaanxi branch of the business department of the SWOT analysis,followed by the use of STP strategies for market segmentation,target market selection and market positioning,determine the future direction of marketing business,finally the application of service marketing theory of 4P for its current operating conditions.Service marketing strategy for its development.Shaanxi branch of the business department business steadily increased,but to further strengthen our brand marketing consciousness,enhance business brand market influence,especially to enhance the competitiveness and influence of banks in the business areas,and constantly improve the company's business brand image,marketing work from multi dimension propulsion.Through the above theoretical and practical combination of business marketing,the degree of binding can deepen the theory and practice,can also provide the realistic basis for the relevant theoretical research,especially in the commercial bank marketing from product marketing to gradually change the key stage of service marketing,service marketing through the combination of theory and practice,positive of great significance to the development of the theory.According to the actual situation of the research as a reference,timely attention to changes and changes in the business service marketing strategy of the same industry,the same type competitors make,maintain and expand advantage,provide more financial products and services items for more business customers,speeding up the capital consuming business changes to the capital saving business,the transition from high carbon finance low carbon development model to the financial development model,to achieve the company business development marketing from the "red sea strategy" to "Blue Ocean Strategy" and "green" strategy,comprehensive management benefit as much as possible to maximize the optimal,with minimum capital consumption to achieve mutual understanding in the competition in the industry ".