Research On Customer Marketing Strategy Of ZG Bank Henan Branch In Medical And Health Industry

From the establishment of commercial Banks to the current good situation,the marketing development of bank corporate business is closely related to the profitability and sustainable development ability of commercial Banks.As one of the traditional profitable businesses for commercial Banks,the corporate business has always been the core area of business expansion and development for these major Banks.In recent years,the macro-economic and financial situation is complex and changeable.With the continuous deepening of supply-side structural reform,the interest rate liberalization and the financial informatization and so on,the market competition is more intense,Commercial Banks are facing greater challenges and newer opportunities in the management of public business.What is more,the financial technology has provided stronger impetus for the corporate business during the big data time.This paper focuses on how ZG bank in HeNan province adjusts and optimizes its marketing strategies for the big corporate clients in the medical and health industry.On the basis of modern marketing theory,this paper has completed the research content of four parts successively.Firstly,I analyze the macro environment of ZG bank's development in the medical and health industry from four aspects including politics,economy,society and technology with the help of PEST model.Secondly,analyzing the development status and existing problems of ZG bank's public business in the medical and health industry of HeNan province.And then,through the combination of expert interviews and case studies,this paper makes an in-depth study of ZG bank's corporate customer marketing strategy in the medical and health industry from three aspects,including market segmentation,target market selection and market positioning,using the STP theory.Lastly,according to the 7PS marketing theory,marketing strategies are made from seven aspects including product strategy,price strategy,channel strategy,promotion strategy,personnel strategy,physical evidence and process strategy.Finally,in order to guarantee the implementation of ZG bank's marketing strategy of HeNan province,our bank has made clear requirements from several aspects of the implementation of corporate human resource allocation,process optimization and strategic integration.And then,a matching guarantee mechanism from the above four aspects was built,which included marketing organization,human resource management,risk management and corporate culture and so on.The purpose of the research is to help ZG HeNan bank continuously play its advantages and make up for its weaknesses in the development process,so as to achieve ideal marketing effects and provide reference for ZG bank to improve its comprehensive competitiveness.