The Research About The Strategy To Promote The Marketing Execution Of GB Bank FP Branch

Nowadays,the competition among the banking industry is more and more fierce.With the differences between Banks becoming smaller and smaller,the strength of execution determines the success or failure of Banks.This paper focuses on the improvement of corporate marketing execution of FP branch of GB bank,a large commercial bank.First of all,the development of FP branch in the past five years was reviewed,and the problems existing in the development of its short board business on public deposits were analyzed.In order to make a comprehensive and objective evaluation of the branch's marketing execution,a balanced scorecard model was introduced to establish an evaluation system covering finance,customers,internal operations,learning and development.This paper uses this system to make a systematic analysis and evaluation of the marketing execution of FP branch.The results show that the continuous decline of FP branch to the public operating index is the result of the comprehensive effect of customers,internal operations,learning and development indicators.In order to solve FP branch of marketing execution on the problems of the items,this paper combined with the author's practical experience to explore the influence toward FP branch of the basic elements of marketing execution,found the leader of the marketing execution ability,marketing executive culture,talent cultivation mechanism,performance appraisal and incentive mechanism of branch marketing execution level influence,and puts forward four corresponding inside the FP branch has A relatively universal toward enhancing its marketing execution level of concrete practice.As a research result of the author combining MBA study and work experience,this paper has guiding significance for practical work.As the author's work experience increases,the research results will continue to improve.