Research On Marketing Strategy Of GANSU Agircultural Bank Of China

Under the traditional banking business philosophy,domestic commercial banks rely heavily on traditional deposit and loan business.For a long time,major banks have regarded deposit and loan business as their operational focus,and the difference between deposit and loan as the main profit growth point,especially the dependence of the four major banks on the deposit and loan business.In recent years,with the gradual opening of China's financial market,the introduction of a series of new policies such as interest rate liberalization and deposit insurance system,the competition among major commercial banks has become increasingly fierce.The role of traditional deposit and loan business in business operations is important.The nature is greatly reduced,and the intermediate business has become an important area for major banks to develop first because of its flexibility,low risk and high profitability.Agricultural Bank of China is no exception.Although the intermediary business has developed rapidly since its listing in July 2010,it still has a certain gap compared with other domestic commercial banks and Western commercial banks.Under this background,this paper studies the agricultural development behavior of Gansu Agricultural Bank,and studies the overall development status and marketing strategy of Gansu Agricultural Bank's intermediary business,and seeks the problems in the marketing process of Gansu Agricultural Bank's intermediary business development.Propose the corresponding optimization plan and formulate the safeguard measures for the smooth implementation of the implementation plan.By combing the relevant theoretical basis of marketing,this paper summarizes the existing theoretical research results at home and abroad,clarifies the research focus and research basis of this paper;introduces the basic profile,organizational structure and marketing model of Gansu Agricultural Bank,from Gansu Agricultural Bank The intermediate business product strategy,price strategy,channel strategy and promotion strategy analyze the market environment in which Gansu Agricultural Bank's intermediary business marketing is located,thus discovering the main problems existing in Gansu Agricultural Bank's intermediary business marketing process and looking for the causes of the problems;On this basis,the SWOT analysis method is used to analyze the internal and external environment faced by the current agricultural business development of Gansu Agricultural Bank.It is proposed that Gansu Agricultural Bank should make full use of the brand advantage of the state-owned big bank,tap the existing rich customer resources and increase product innovation.Use the online and offline channels of ABC to improve the influence of the promotion of intermediate business products.At the same time,in order to better tap the value of customers,it is necessary to segment the target market to achieve precise targeted marketing.This will enable Gansu Agricultural Bank's intermediary business marketing strategy to be more perfect,and ultimately promote its market share in the fierce market competition;The safeguard measures for the optimization strategy of the intermediary business marketing strategy of Gansu Agricultural Bank,from setting up a new marketing awareness,improving the technical level to promote product innovation,channel integration,strengthening human resources protection,cultivating professional talents and formulating perfect risk prevention measures In terms of the development of the intermediary business of Gansu Agricultural Bank.The dilemma faced by Gansu Agricultural Bank's intermediary business marketing is also a problem faced by traditional commercial banks.The results of this research can provide a reference for Gansu Agricultural Bank to accelerate the pace of transformation and find new economic profit growth points.If Gansu Agricultural Bank solves the current intermediary business marketing The problems existing in the market will be able to occupy the market share in the fierce market competition,promote the long-term stable development of the intermediary business,and realize the rapid increase of the income of the intermediary business of the whole bank,making the market position of Gansu Agricultural Bank more stable.