Research On The Marketing Strategy Of N Bank's Cash Management Business

With the end of the 12th five-year plan,China has entered the new normal economic situation.At present,China’s economy is on the process of systematic structural adjustment.Under the new normal,Banks stand at a new crossroads,facing new challenges and opportunities.Therefore,implementing the strategic adjustment of assets structure and business structure,continuing competition for resources in the traditional credit market become more important for banks to increase business scale and enhance the market competitiveness.Since banks mainly profit comes from the corporate business,the competition for the companies is serious.In order to improve customer service quality,cash management business development has become one kind of inevitable choice.Therefore,cash management business has increasingly become the new battlefield for the commercial bank market competition.Major domestic commercial banks have launched their own cash management system and service.In this paper,the first-hand information from N bank branch and cash management business customers are collected,and overall present situation and marketing problems are analyzed,and then the causes of these problems are studied.Then,based on the theory of cash management business and STP theory,the suitable cash management business marketing strategies and suggestions are proposed.finally,some implementation solution through three aspects:staff motivation,business training,improving the business process are summarized.This study can help other bank to develop cash management business and find new business growth point.