Research On Optimization Of Marketing Strategy For Domestic Factoring Business Of NJ Bank

For commercial banks,the traditional profit model that relies on poor deposit and loan is facing unprecedented challenges in the face of the contradiction between scale expansion and capital restrictions,as well as the decline in the quality of credit assets.As an important part of supply chain finance,the domestic factoring business can not only consolidate the high-end customer market,but also tap new customers through the core customers upstream and downstream,invigorate the dormant accounts receivable in the market,and increase the source of bank profits.It is a powerful starting point for the profit growth of commercial banks,and it can also greatly ease the problem of financing difficulties for small and medium-sized enterprises.How to carry out marketing for domestic factoring has become an urgent problem for banks to solve.This paper takes NJ Bank as the research object,and through the field research on the promotion of NJ Bank's marketing initiatives to develop domestic factoring business,puts forward many problems faced by NJ Bank's domestic factoring business marketing.Including small profit scale,low approval efficiency,staff without motivation,low customer satisfaction.This paper analyzes the causes of marketing problems of NJ bank's domestic factoring business.In order to solve these problems,this paper adopts the field research method,based on the marketing combination theory,From the four aspects of customer demand oriented product strategy,differentiated pricing strategy,comprehensive distribution strategy,and symbiotic promotion strategy,the core elements of NJ Bank's domestic factoring business marketing are put forward,and the specific measures for the optimization of NJ Bank's domestic factoring business marketing strategy are elaborated.In order to achieve the NJ bank domestic factoring marketing strategy optimization.Finally,domestic factoring business credit management system,risk control means,domestic factoring business information management system as a safeguard measure of marketing.The domestic factoring business is the key business of NJ Bank under the current situation of tight bank credit resources.The marketing of domestic factoring is also the area where NJ Bank should focus on planning.Based on the daily marketing work of NJ Bank,this paper provides some reference for other domestic commercial banks to optimize their domestic factoring marketing strategies.