Research On The Credit Marketing Strategy Of G Bank Xingtai Branch

In recent years,with the development of banking industry and the further deepening of financial system reform,city commercial banks have implemented cross-regional management strategies.Accompanied by this,the credit market has gradually changed from the seller's market to the buyer's market.The structure of the credit market has undergone significant changes,and the competition in the banking market has been constantly upgrading.In addition,due to the challenges of securities,insurance,trust,fund,leasing and other businesses,as well as the impact of Internet banking,China's commercial banks,especially urban commercial banks,are facing enormous challenges.Therefore,this paper chooses the credit marketing strategy of city commercial banks to promote the healthy development of city commercial banks.This article takes the credit business of G bank Xingtai branch as the research object.Based on the theory and practice of marketing,a series of analyses are carried out.Firstly,this paper introduces the current situation of credit marketing in G bank Xingtai branch,and uses the theory of 4PS marketing combination to make a comprehensive analysis to find out the existing problems in G bank Xingtai branch.Then,through the use of PEST environmental analysis theory and Porter five-force model theory to analyze the macro micro credit marketing environment of G bank Xingtai branch to provide background for the optimization of credit marketing strategy of G bank Xingtai branch.Finally,this paper optimizes the credit marketing strategy of G bank Xingtai branch from four aspects: product,price,channel,and promotion,and provides the guarantee measures for the smooth implementation of the strategy.