Study On The Marketing Strategy Of The Business Marketing Of The Bank Of Lanzhou

With the continuous improvement of social and economic level and the continuous development of China undefineds financial market,the consumption habits of Chinese citizens are becoming more and more mature.Bill collection and liquidation,credit card consumption has become an important form of payment and consumption mode,is an important part of new social and economic activities.From the banking point of view,receipt business has been regarded as a subordinate business of bank card business for a long time.However,under the new financial consumption mode,receipt business has become an independent business type,and began to provide a large number of intermediate business income for banks.In addition,the product system and marketing system with receipt business as the core have a more and more significant impact on customer consumption habits.Lanzhou Bank,relying on the financial consumer market in Gansu Province,has been committed to building a high-quality receipt business system.Especially in the recent period,the overall market of receipt business has shown an upward trend,the fusion rate of order collection scene has been increasing,and the personal payment habit has been gradually updated with the change of payment scene.In this case,Lanzhou Bank is facing a more complex and changeable market situation.This paper takes Lanzhou Bank receipt business marketing as the research object,and optimizes the marketing strategy on the basis of in-depth investigation of the present situation.The research of this paper mainly includes the following aspects:At the beginning of this century,the bank of lanzhou began to launch the business,from the business development in the whole market share in lanzhou is relatively good.In order to better gain market share and improve the competitiveness of the product market,Lanzhou Bank also attaches great importance to the marketing work of the bank,which has also achieved certain results.However,due to the changing external environment,the existing marketing strategy has been difficult to meet the needs of the current market development of bank receipt business.Thispaper takes the bank of lanzhou as the research object,and makes a comprehensive analysis of the type of the bank's order receiving business,the development of the business and the marketing status of the receipt business,and finds that there are many problems in the product type,product pricing,marketing channel and promotion methods of the order receiving business through the analysis.The fourth part is about the strategy formulation,in order to ensure the pertinence and feasibility of the marketing strategy formulation.At the same time,in order to ensure the smooth implementation of the marketing strategy of Lanzhou Bank's order receiving business,this paper also points out that it is guaranteed from the aspects of establishing and perfecting the organization,strengthening the construction of enterprise culture and perfecting the management of customer relationship.This paper takes the marketing of the order-receiving business of lanzhou bank as the research object of this paper,makes a perfect supplement to the relevant theory of the marketing of the order-receiving business of the city commercial bank at a certain level,and preliminarily establishes the marketing strategy for the order-receiving business of the city commercial bank,which can make up for the deficiency of the existing theoretical research,which is of great theoretical significance to the follow-up research of the academic circles.At the same time,the research of this paper can solve the problems existing in the marketing of Lanzhou bank's order receiving business,make the marketing strategy more targeted and effective,fully mobilize the enthusiasm of various resources and marketing staff of the city commercial bank,and realize the continuous improvement of the market share of the Lanzhou bank's order receiving business.At the same time,it can provide some reference value for other city banks in China to optimize the marketing strategy.