Research On Marketing Strategy Of Corporate Deposit Business Of Postal Savings Bank Of China,QHD Branch

With the further opening of financial market,the increasing speed of interest rate marketization and the increasing competition among banks,the business environment of commercial banks is facing profound changes.Looking at the current financial market in QHD,in only five years,QHD has expanded from 11 financial institutions to 16 at present.While the balance of corporate deposits of PSBC Qinhuangdao branch,only accounts for4.03% of the total scale of the city,ranking eighth in the city.Facing the fierce competition among banks,it is an important means to make a scientific marketing strategy for corporate deposits to enhance the market competitiveness.Based on this,this paper takes PSBC Qinhuangdao branch as the research object to study the marketing strategy of the bank's corporate deposit business.First of all,this paper introduces the background and significance of the research,combined with the research status at home and abroad,describes the main contents and methods of the research.This paper expounds the related concepts of the bank's marketing of corporate deposits,introduces the marketing strategies and analysis methods,and provides sufficient theoretical support.Secondly,according to pest model and Porter five forces model,the external environment and industry competition environment of PSBC Qinhuangdao branch are analyzed,and the internal environment is investigated.The SWOT model is used to analyze the internal and external environment of the branch and get the best strategic choice.Finally,the STP analysis method is used to put forward the market positioning of the branch's corporate deposit customer marketing,the 7PS theory is used to analyze the current situation and problems of the PSBC Qinhuangdao branch's corporate deposit marketing,and the combination strategies of product,price,distribution,promotion,personnel,tangible display and process management are put forward,and the corresponding safeguard measures are put forward.It is hoped that the research in this paper can make up for the shortcomings in the marketing development,and then expand the competitive advantage and improve theeconomic efficiency in the fierce financial competition environment.At the same time,it can provide the corresponding reference and help for the domestic commercial banks(especially the state-owned banks)in the continuous development of economic environment to organize the marketing of corporate deposit business.