Research On Marketing Strategy Of Supply Chain Finance Bussiness Of China Construction Bank Xinjiang Brabch

Supply chain finance is a new product and service project launched by financial institutions,as well as an innovative product of financial institutions.This financial product has great market potential.Supply chain finance can bring development funds to many parts of the supply chain,and will become a market seized by financial institutions in the future.Supply chain finance appeared late in China and has not been widely used.In recent years,it has received the attention of relevant experts and scholars,and the research results are very limited.This paper takes Xinjiang Branch of Construction Bank as the research object,refers to the analysis and research of the supply chain business currently carried out by Xinjiang Branch,the main purpose of which is to propose the development of supply chain finance for Xinjiang Branch.The effective strategy of business development will provide reference for more commercial banks in China to carry out supply chain financial business,better serve SMEs in the supply chain,and achieve win-win situation.Through 4P theory,this paper studies in detail the industry environment of Xinjiang Branch in the process of developing supply chain financial business,and how to give full play to its own advantages,through the combination of marketing strategies,and puts forward effective measures to improve its performance.This paper makes a comprehensive analysis of the supply chain financial business of Xinjiang Branch by using the methods of system analysis and case analysis.After a lot of analysis and demonstration,this paper puts forward that in the process of developing supply chain finance business strategy,Xinjiang Branch must do well in Ideological guarantee,personnel guarantee,organizational guarantee and information system guarantee in order to better develop supply chain finance business and promote the rapid development of Xinjiang Bank.