Study On Interest Rate Marketization Strategy Of B County Branch Of Bank Of China

Marketization of interest rate is the interest rate pricing decisions to the market,the market capital supply and demand both sides according to their own situation and that of financial market trends judgment independently regulate the level of interest rates,finally formed on the basis of the central bank policy interest rates,money market rates for mediation,is determined by market supply and demand of various interest rates market interest rate system and the market interest rate management system.With the continuous advancement of interest rate liberalization reform,the operation and development of commercial Banks are under great pressure,which also brings challenges in operation management,risk control,business innovation,system reform and other aspects.Especially since 2012,China’s interest rate liberalization reform has changed from silence to sound.For state-owned commercial Banks,interest rate liberalization reform has not only affected their income structure,but also had a profound impact on their customer structure and customer asset structure.The state-owned commercial Banks in the county are the basic marketing position of the state-owned commercial Banks,so it is of practical guiding significance to analyze the improvement of their strategies in response to interest rate liberalization.In this paper,B county branch of bank of China is selected as a case to study the interest rate liberalization strategies of state-owned commercial Banks in the county.In learning strategy cost control theory,Michael porter five analysis model of basic theory,basic theory of differentiation strategy,based on the 4 ps marketing theory,by understanding the basic situation of the county branch of bank of China B,refer to the related data analysis of the bank of China B county branch external economic environment,competition environment and the marketization of interest rate of bank of China,the impact of B county branch.An in-depth analysis is made of the relationship between the operation competition of bank of China county B branch and the economic development of county B,government policies,financial industry competition,customer structure and other factors.Then,the current target market strategy of bank of China county B branch is analyzed to find out the areas that need to be improved.Finally,some Suggestions are put forward from the aspects of controlling strategic cost,differentiated response strategy,focusing strategy,expanding distribution channels,and strengthening policy implementation and transmission.Directly used to guide the daily operation of B county branch of bank of China,so as to deal with the market competition in a more active manner and increase the market share.County economies have their own characteristics.This paper expects to take the bank of China county branch in B county as an example,and to provide theoretical basis for other county state-owned commercial Banks to improve their strategies.Other county-level state-owned commercial Banks can refer to the improvement of the coping strategies of bank of China county B branch,and improve the coping strategies according to their own characteristic businesses and regional characteristic economy,so as to keep up with the reform process of interest rate liberalization,serve the local economy more actively,and gain an advantageous position in the market competition.