Research On The Optimization Of Marketing Strategy Of Bangkok Bank Beijing Branch

After nearly 60 years of exploration and practice from the concept of bank marketing originated from 1958,the theoretical framework has been gradually improved and the application in practice has become increasingly mature.With the continuous improvement of China's market economic system,the financial industry has gradually refined and diversified the application and practice of marketing theory.The marketing activities for intangible financial products and services are not only the need of the innovation and development of the financial industry,but also the inevitable result of market choice.In recent years,Chinese Banking Sector has implemented a series of measures for opening up to the outside world.During the process of opening up,the financial opening process constantly move forward and has made significant progress.Open financial market environment for the development of the Bangkok Bank Beijing Branch has brought more opportunities,at the same time,its domestic market competition will be increasingly fierce,facing more and more financial institutions,financial products are multifarious,based on this,how to foothold in the market and maintain their own characteristics,forming a unique product advantages for Bangkok Bank Beijing Branch,how to play their own advantages to expand market share in the appropriate financial market environment,both test are put forward for the bank's strategic positioning,and effective marketing strategy is the foundation for stable development bank and the key to improve its core competitiveness.Based on the former's experience of the present situation of the marketing strategy and choose Bangkok bank Beijing branch which is represented for foreign banks in China as an example,mainly according to the author's practical experience,in-depth analysis its marketing status,aims to find out the problems existing in the marketing strategy of Bangkok Bank Beijing Branch and put forward the optimization suggestions for the related problems.Firstly,this paper makes a full analysis of the external opportunities and challenges and internal advantages and disadvantages of Bangkok Bank Beijing Branch by using the SWOT analysis tool to find out the problems faced by Bangkok Bank Beijing Branch in the current marketing strategy.Secondly,the comparative analysis is carried out by referring to the research experience of the marketing strategies of China Construction Bank,Agricultural Bank and Rural Commercial Bank.At the same time,by means of questionnaire survey,this paper analyzes the suggestions and opinions of customers and employees on the marketing strategy of Bangkok Bank Beijing Branch.Finally,combined with the market economic environment and policy background,the marketing strategy mix of Bangkok Bank Beijing Branch was optimized from product level,price level,channel level,promotion level,participant level,physical evidence level and process management level.The main purpose the research on the marketing strategy of Bangkok bank Beijing branch is to put forward opinions and suggestions for the future development of Bangkok Bank Beijing Branch,and on the other hand,it also has certain reference significance and value for other foreign banks in the new situation in the development of marketing strategy.