Research On Intermediary Business Marketing Strategy Of NY Bank W Branch

In view of the current situation of the domestic market,this paper bases on the related theoretical basic research of the financial marketing strategy.Takes the market environment of the NY bank W branch as an example,this paper discusses the marketing strategy of intermediary business in the environment of interest rate marketization.First of all,this paper is based on the related theories of marketing and intermediate business marketing of domestic and foreign commercial banks.The necessity of the development of commercial banks is clarified.Secondly,This paper studies and analyzes the operating characteristics,market environment,product types and other factors of NY bank W branch.Using the SWOT analysis model,the paper summarizes its main advantages in many aspects,such as the variety of products,the solid customer base,and the sufficient channel of personnel,etc.,as well as the management process efficiency is poor,the incentive system is not perfect,the risk prevention and control means is insufficient and so on the aspect existence question.According to the situation of its region,this paper puts forward some important measures,such as developing key business with high income,pricing for different customer groups,and laying out key areas with high stickiness of customers.Finally,considering the characteristics of the bank,this paper puts forward some suggestions on supporting safeguard measures according to its actual needs.