Marketing Strategy Research On Corporate Financial Products Of S Branch Of Industrial And Commercial Bank Of China

With the rapid development of economy and society,the financial industry is booming and improving,a large amount of precipitation funds emerged in the capital market.The profit space of traditional model of commercial banks,such as deposit and loan interest margin,is more and more limited,but the profitability is weaker and weaker and the competition among peers is increasingly fierce.Corporate finance business is more catering to the market demand,it is superior to general deposit business,and develops rapidly.It has become the must-compete business of all major commercial banks and occupies an increasingly important position in commercial banking business.However,domestic commercial banks in China have serious homogeneity of public financial products,and great peer competition pressure.In addition,the impact of Internet finance on traditional financial industry has exposed many problems in the marketing of public finance services for commercial banks,limiting their business development and profitability.Therefore,it is of academic and commercial value to study the marketing strategies of commercial banks for public financial products.This paper took the public finance business of S branch of ICBC as the research object,look into this enterprise's basic information and inspect the present situation of its marketing management,find out this enterprise's assets,liabilities,income,share of market of the Corporate Financial Products,organizational structure,basic infornation of employees,management system,etc,find out the problems of marketing,based on the related theories of Marking,used PEST analysis and porter's five forces model analysis method,with the aid of SWOT analysis tools,explored the expansion strategy,re-target the market segmentation,develop target positioning for the middle and high-level customer groups,develop exclusive corporate financial products,establish an unique,and high-level brand image,significantly increase the minimum purchase amount and incremental amount,greatly improve the level of product revenue and service quality,strengthen the integration of channels,take application of multi-dimensional marketing means.The research results have practical reference value for commercial banks to carry out marketing portfolio strategy of public financial products.