Research On Government Business Development Strategy Of A Bank Shanghai Branch

In recent years,due to the slowdown in macroeconomic growth,the growth rate of domestic savings deposits and corporate deposits has narrowed to a certain extent,and government institutional deposits have consistently shown stable and good growth.At the same time,the government agencies' clients docking a large number of social resources can provide strong support and guarantee for the sustainable and balanced development of the overall business of the future commercial banks.A Bank Shanghai Branch's government agency business started late,and the institutional client department was established in 2015.After more than two years of operation,although it has achieved certain results,its market share still accounts for a relatively low proportion.This paper first introduces and analyzes the current status of government operations of A Bank Shanghai Branch,and highlights the main problems in the current operation of A Bank Shanghai Branch.At the same time,it interprets the external policy and economic environment of the development of government institutions in A Bank Shanghai Branch,and analyzes and draws on the successful marketing experience of the government C Branch of A Bank Shanghai Branch,and proposes that it is suitable for A Bank Shanghai Branch.The development strategy of government agency business: It is recommended that A Bank should expand its differentiated competitive advantage,establish its own competitive brand in the government institutional customer base,and at the same time,from the government-type enterprises,local bonds,and government-guided funds in the new policy context.In terms of increasing investment in local credit resources,as the most important element of government agency group operation,marketers need to strengthen talent introduction and internal training.Finally,they put forward corresponding suggestions on the orientation of the assessment mechanism.It is necessary to take into account long-term development and multi-dimensional guidance.The author believes that the research in this paper will not only have practical significance for the good development of the government business of A Bank Shanghai Branch,but also has certain reference value for the development of other government agencies that also act as jointstock commercial banks in Shanghai.