Research On Marketing Strategy Of Credit Business Of BOCOMM Shandong Branch

At present,with the steady progress of interest rate liberalization and the gradual tightening of supervision in China,the credit business of commercial banks has gradually lost high yield,the interest margin has gradually narrowed and the industry competition has further intensified.Simultaneously,the traditional marketing strategies of bank can no longer meet the current development needs.By the integrated use of case study and comparative study,with Bank of Communications Shandong Branch as an example,through the longitudinal comparison of the change of the cost of capital and the marketing strategy,through the transverse comparison of market position and competitive advantage of current and potential competitors,this paper compares the capital source channel,customer group,financing rates to deeply analyze the strengths and weaknesses of the current marketing strategy.Bank of-Communications Shandong Branch.,as the earliest joint-controlled commercial bank,is currently list the fifth-largest now.It's credit business follows the industry leaders in terms of-products,pricing,channels,and promotion.The follow-up strategy has greatly saved the cost of new customer and new product development,but due to the limitation of customer source and marketing analysis ability,it's product pricing lags behind industry leaders and it is unable to obtain a higher premium in the industry's initial growth period.Meanwhile the direct follow-up limited the marketing channels,insufficient analysis of pre-product risk and risk identification lag.The Porter's five-force model and SWOT analysis matrix are used to comprehensively analyze the external environment and internal advantages and disadvantages of the bank.In the external environment,interest rate liberalization has narrowed the interest margin of commercial Banks and continuously reduced the profitability of credit business.At the same time,Internet finance has brought obvious impact on the traditional credit business.Although the current political and legal environment is relatively stable,and national and regional development strategies provide The development advantages,the banks are relatively threatening.Bank of communications Shandong Branch has the advantages of strong financial resources,stable personnel,advanced management and high informationization level.In the marketing of credit business,it should give play to the advantages of scale brand management and avoid the threats brought by the impact of external economic environment.Using the 7Ps model,the paper deeply analysis whether they should continue to adopt follow-up strategies in product,pricing,channels,promotions,personnel,processes,physical evidence and many other aspects.The credit business marketing strategy that the bank should adopt is:proper follow-up of product strategy,play the advantages of Bank of Communications outlets and management,and create differentiated characteristic products;pricing strategy continues to follow,saving labor cost and time cost of product pricing research;channel strategy part follow and expand channels through online and offline cooperation.At the same time,continue to build service advantages by building marketing teams,improving collaboration capabilities,optimizing credit business processes,and promoting paperless office to save service time.Do a good job in marketing assurance in assessment,finance,information,etc.,and provide strong support for marketing.This article is a supplement to the specific application areas of following marketing strategies.The article provides a new paradigm for bank managers to transform and upgrade,market competition and risk prevention,and provide guidance and reference for their management.It has certain guiding significance for commercial banks to deal with the impact of interest rate marketization,maintain competitive advantages and form core competitiveness.