Research On The Marketing Strategy Of Receipt Business In Harbin Branch Of A Commercial Bank

China's economy has entered the "new normal" stage,and the banking industry is speeding up the development and reform process.Faced with the contraction of loan credit scale,the receipt business has become an important object for various financial institutions due to its counter-cyclical,stable capital source and low risk.A commercial bank Harbin branch in the heat of the single market environment,comply with the current single market development trend,and actively explore and seek for A commercial bank Harbin branch of single business marketing strategy,in this paper,A commercial bank Harbin branch single business marketing situation analysis step by step,and find the single business marketing the problem of internal and external causes,as defects existing in the single business marketing,puts forward the corresponding single business marketing strategy and safeguard measures,then for commercial Banks to introduce more customer resource,provide new passenger train of thought,will be the purpose of this study.Based on the research results of domestic commercial Banks on the development status of receipt business,this paper deeply analyzes the development status of receipt business of Harbin branch of A commercial bank,and analyzes the product structure,business pricing,marketing channels and service communication mechanism of receipt business of Harbin branch of A commercial bank.The comparison of survey data shows that the transaction scale of receipt business of Harbin branch of A commercial bank is relatively low,the rate of merchant turnover is large,and the strength of competitors is strong,which reveals the current marketing characteristics of receipt business of Harbin branch of A commercial bank.Then,dig into A commercial bank Harbin branch single business problems,such as the main single single product type,offline accept single business price have no competitive advantage,single business marketing channel is relatively narrow,taking single business service measured higher problem,and then single business from internal and external two aspects analyzes the causes of problem respectively.Finally,on the basis of marketing theory and combined with the actual marketing situation of the receipt businessof Harbin branch of A commercial bank,the "3P+C" marketing mix strategy is proposed,and the strategy construction and improvement design related to the receipt business of Harbin branch of A commercial bank are respectively carried out from the four aspects of product,price,channel and communication service.