Corpration Finance Marketing Strategy Research On China Minsheng Bank Dalian Branch

China Minsheng Bank Dalian Branch is the first branch established by China Minsheng Bank in the Northeast.Since its establishment on June 10,1999,various kinds of businesses have developed steadily and rapidly.In 2017,the Dalian Branch of Minsheng Bank had a net income of 611 million yuan.,accounting for 48% of the branch's net income,net interest income of 529 million yuan from the deposit and loan business,interest income accounted for 86% of the bank's business income.However,under the circumstance of de-leverage and risk prevention,the financial industry is faced with the chain difficulties such as“difficulties in obtaining deposits,difficulty in obtaining assets,difficulty in obtaining funds,difficulty in achieving income,and difficulty in customer satisfaction”.At the same time,with the continuous development of China's interest rate marketization and the continuous improvement of Internet finance,the bank's business space has been continuously compressed.It is difficult for banks to expand their market size and earn profits by making spreads.For the new market,Minsheng Bank Dalian Branch needs to re-plan the bank's public business.This paper first surveys the literature in the fields of marketing and financial-commerce,and then with the help of existing research and relevant marketing theories such as SWOT analysis,segment market approach,target market strategy,etc.,elaborates not only the company's macro-level opportunities and challenges but also its micro-level advantages and disadvantages,in order to clear the strategic object of the company's marketing development,which is to center on strategic enterprise and to selectively support the small and medium-sized private enterprises.Based on the analysis of existing circumstances of China Minsheng Bank Dalian branch,a complete marketing strategy that covers areas of products,prices,channels and promotions in accordance with the goal of strategic subjects is proposed.In addition,a series of improvement measures such as corporate culture construction,employee performance excitation,and so on are also proposed to ensure the effectiveness of marketing strategies.This paper aims to propose corresponding marketing strategies and safeguard measures towards the case of China Minsheng Bank Dalian branch,and then goes on to provide detailed contents and standard procedures in the its marketing practice so as to improve the company's marketing management as well as to offer reference to other banks marketing development.