Research On The Improvement Of Credit Business Marketing Strategy Of China Minsheng Bank Wuxi Branch

In recent years,the development of market economy has become mature,and the competition between enterprises has been fierce.Under this circumstance,the importance of capital for enterprise development is obvious.Major enterprises in financing also gradually tend to turn to financial disintermediation and direct financing.In addition,with the rapid development of the Internet,the credit business of traditional commercial banks is increasingly impacted by Internet finance.So fierce competition has also appeared in the corresponding financing market.Under this external environment,the survival pressure of traditional commercial banks,which always take credit interest as the main income point,is gradually increasing.It can be seen that in order to further develop on the basis of survival,China's traditional commercial banks need to carry out effective transformation,so that they can adapt to economic restructuring and financial reform more quickly,and strengthen their risk tolerance and control ability.As a prefecture-level secondary branch of joint-stock commercial bank,Wuxi branch of China Minsheng Bank is the largest secondary branch under the jurisdiction of Jiangsu province.Due to the continuous influence of various adverse factors such as financial disintermediation and risk exposure in some regions,its business competence has been declining annually,and its profits have been decreasing,so has EVA.As a result,the branch is forced to invest less capital in human resources.According to this,the income of employees and the enthusiasm of some employees continue to decline.Therefore,under the current economic background,it is of certain theoretical and practical significance to conduct in-depth analysis and research on the credit business marketing management of Wuxi branch of China Minsheng Bank.First of all,this paper expounds the marketing theory and management theory of modern enterprises.Combining this with the current economic and financial situation in China,this paper analyzes and studies the credit business of Wuxi branch of China Minsheng Bank.This paper points out the existing problems in the credit business of this branch,and uses the SWOT analysis method to identify the advantages and disadvantages of this branch in the developing process from the macro and micro levels,so as to better discuss how it should seize opportunities in the future,using its own advantages to avoid risks and further develop.Based on the conclusions of the analysis and research in this paper,STP analysis method is adopted to scientifically position the credit business of this branch.The positioning is mainlycarried out from four aspects,namely,strategy,customer,industry and region.the positioning is mainly carried out from four aspects,namely,strategy,customer,industry and region.After the marketing target is determined,7PS marketing mix strategy theory is applied to put forward targeted marketing opinions and suggestions on the credit business of this branch,hoping to play a certain role in the effective development of the credit business marketing activities of Wuxi branch of China Minsheng Bank.