Research On Supply Chain Financial Marketing Strategy Of Shanghai Pudong Development Bank

In the context of economic globalization and “mass entrepreneurship and innovation”,supply chain finance is a specific financial category,which is different from traditional bank credit services and financial activities including venture capital.Supply chain management is a comprehensive financial activity based on capital flows,information flows and logistics in the supply chain.With the continuous upgrading of supply-side industrial structure reform,the development of supply chain finance has become an important way to serve the real economy better.Supply chain finance has become an important solution for the country's “de-virtualization” industry development.However,due to the late start of China's supply chain management,the marketing strategy of supply chain financial products is still in its infancy.The business marketing strategy of commercial banks is still a product-centric financing strategy.In the process of business circulation,it only plays the processing of checks and remittances.The role of the cash business has a lower business growth point.As an important link in supply chain finance,commercial banks can effectively solve the short-term needs of SMEs in financing problems in the process of promoting the development of supply chain financial services,reduce the cost of supply chain processes,and improve work efficiency.Therefore,the development of supply chain finance business by commercial banks has become an effective means to solve the financing difficulties in the inclusive financial business.This paper aims to study the supply chain financial marketing strategy of Shanghai Pudong Development Bank.Through the use of supply chain finance,marketing strategy and other related theories and marketing analysis tools,this paper analyzes the internal and external environment of Pudong Development Bank Beijing Branch and the status quo of supply chain financial marketing,pointing out The bank's existing marketing strategy is insufficient.From the perspectives of target market,product strategy,pricing strategy and promotion strategy,it proposes suggestions for improving the bank's existing marketing strategy.It points out that banks should build a big data technology platform and continuously enrich the supply chain.Products,clear product positioning,master core risk points,manage risk management,transform supply chain financing marketing model,transform from single core enterprise to integration of upstream and downstream enterprises,optimize service processes,optimize organizational structure,and enhance product innovation.Increase the promotion of existing supply chain products and finally get the implementation and guarantee system of the marketing strategy of Shanghai Branch of Shanghai Pudong Development Bank.