Research On Marketing Strategy Of H Bank

The society and economy can not keep development without the participation and improvement of the financial industry.Since Reform and Opening-up,the domestic financial industry has developed rapidly.As an important part of the financial industry,commercial banks are developing at a faster speed.In order to cope with market pressure on commercial banks,many commercial banks not only increase product categories but also keep the optimization and improvement from all aspects such as service and marketing.In terms of the current operation status of domestic commercial banks,there are still certain shortcomings in marketing management of the domestic commercial banks.These problems have caused difficulties in improvement of core competitiveness of these banks and relatively narrow marketing channels,seriously influence the further development and expansion of the commercial banks.In recent years,many marketer and experts and scholars have proposed the "customer-centric" marketing concept after their in-depth analysis and study on the development status and operation strategies of the commercial banks.At the same time,they has combined the customer-centric marketing concept with the 7P marketing strategy to form the complete marketing strategy,which has been used for reference and adopted by many commercial banks,having some achievements.The research in this thesis takes H Bank as the research object to carry out in-depth study and analysis on the marketing strategy adopted under the background of increasing competition in commercial banks.The first chapter of this thesis provides detailed instructions for the background and significance of this thesis research.The instruction of the background of the thesis research can reflect the significance and academic value of this thesis research better.The second chapter discusses all concepts and basic theories required by this thesis research,mainly including two aspects of relevant concepts about marketing strategy and basic theories of it.The third chapter mainly analyzes and discusses the external environment of H Bank in the marketing process.The fourth chapter analyzes all current internal conditions of H Bank and the conditions which include the aspects such as the technical equipment,tangible assets,and customer resources owned by H Bank.The fifth chapter uses SWOT analysis method to analyze the existing conditions and resources of H Bank deeply and understands the four aspects of H Bank of strengths,weaknesses,opportunities and threats so as to provide more help and theoretical guarantee for the formulation and improvement of marketing strategies of H Bank.Meanwhile,it uses STP analysis method to discuss and analyze the market segmentation,target market,and market positioning of H Bank in details.Based on all existing analysis and research,the sixth chapter develops the marketing strategies more suitably for market business development of H Bank according to the current marketing situation of it and uses 7P marketing theory to optimize and improve links such as product strategies and pricing strategies in marketing.The last chapter comprehensively analyzes the various guarantee measures required by H Bank during the implementation of its marketing strategies,including information technology guarantee,human resource guarantee,and organization structure guarantee,etc.so as to provide more guarantees for the implementation of marketing strategies by H Bank.