Marketing Mix Strategy Research On Z Bank Business-Trade Pass

The banking industry as one of the pillar China financial industry,the rapid development in recent years,in addition to the four major state-owned banks,China Merchants Bank,Minsheng Bank,industrial bank,national commercial banks are expanding rapidly,followed by more banking products continue to emerge,which makes the competition between banks has become increasingly fierce.As a traditional business area of banks,personal finance has always been the main battleground for banks to compete.Among them,bank cards and POS(Point Of Sale,sales terminals)are popular financial products that all banks are developing vigorously.In recent years,individual customers for the bank card and POS product demand continues to rise,all commercial banks in the issuance of bank cards and fast POS products at the same time,ignoring the importance of product innovation,which leads to more and more card products in the homogenization of the market,reducing the bank card products attractive,the per capita possession of bank card number growth slowed down,in this context,Z Bank(State Bank)personal finance department developed the "Z bank trade business,which is dedicated to the wholesale market,trading market and other comprehensive market merchants launched a bank card products.This paper will focus on the Z bank's adaptation to market changes and analysis of the market rules,and then successfully design the marketing mix strategy of business and business,and put forward the safeguard measures for the implementation of marketing strategy.This paper mainly follow the basic research thinking of theory research,putting forward the problem,analyze problems and solve problems ",in the analysis of the case before the first reference to a large number of domestic and foreign related literature and study to the related theory of commercial bank marketing,service marketing,and the related literature and theory,established the theoretical foundation in this paper,the target market strategy and marketing mix strategy theory and service marketing theory;and then through the macro environment for trade and business in the micro environment analysis defines the environment for the development of business;after using the SWOT analysis of the Z bank trade business advantages and disadvantages and the challenges and opportunities to analyze and draw the corresponding conclusion and through analysis the target market strategy,define the target market and product positioning of products;the problem and After the analysis,this paper successfully put forward the marketing combination strategy of Z bank business and the corresponding implementation guarantee measures.Based on the study of the marketing strategy,the marketing of commercial bank,commercial bank service marketing theory,analysis,macro and micro environment with the Z bank trademanager SWOT product analysis and target market strategy theory put forward the marketing combination strategy of Z bank trade business and the implementation of the specific safeguard measures,is combined with concrete the case of product marketing combination strategy theory and service marketing theory application.Through the study of business marketing strategy of Z bank business,can provide the design and marketing of personal financial products for banks,domestic commercial banks in the future application of the specific product marketing strategy and service marketing theory to design marketing strategy to provide a reference,has certain practical significance to carry out the bank's actual marketing business.