Research On Corporation Business Marketing Strategies Of Liao Cheng Branch Of HF Bank

To corporation business contributes more than 60%of the bank’s operating income.As the bank’s most important market and profit source,its development plays a key role in the bank’s operating performance and market competitiveness,and it also to a large extent determines the survival and development of the bank.However,with the current deepening marketization of interest rates and financial disintermediation,diversifying of corporations’ financing channels,and rising of online finance,traditional business model of to corporation business is facing huge challenges:while deposits and loans are being severely diverted,The cost of absorbing deposits continues to rise,and interest rates of loans are gradually decreasing.At the same time,with increasingly diversified financing channels,corporations’ dependence on banks is gradually de creasing.Facing unfavorable external changes,the competition among banks for high-quality and corporation customers has become increasingly fierce.Therefore,to maintain competitiveness in to corporation business with healthy and stable development,it is necessary to change the original to corporation business marketing strategy as soon as possible.HF Bank,which grew out of Yantai Housing and Savings Bank,is one of the twelve national joint-stock commercial banks,and the only local national joint-stock commercial bank in Shandong Province.Through consistent development,HF Bank current has total balance of assets of 1.2 trillion RMB,with two banks directly under central bank,16 first level central bank,and a total of 336 affiliates.Since its establishment,HF Bank Liaocheng Branch’s corporation business has been one of the focus of the branch development strategy,and has achieved good performance with the support of the central bank and major corporation customers in its jurisdiction.Within this context of the above,Liaocheng Branch’s shortcomings in terms of weak customer settlement foundation,high capital cost,and weak product innovation capabilities have gradually emerged,it is necessary to change the original to corporation business marketing strategy to improve the competitiveness of corporate business.This article conducts a comprehensive and detailed analysis of the current status and deficiencies of to corporation business marketing strategies of Liaocheng Branch of HF Bank,including the status of to corporation business,organizational promotion structure,business product structure,and practical problems of structure,customers,products,and channels.problem.Then use the PEST analysis method to evaluate the branch’s to corporation business marketing environment,and conduct a comprehensive SWOT analysis of the advantages,disadvantages,opportunities and threats of HF Bank Liaocheng Branch’s to corporation business marketing.Then,through STP analysis,clarified the target market of Liaocheng Branch’s to corporation business,identified its marketing position,and finally,pointed out the marketing strategy and specific safeguard measures it should adopt in to corporation business.This article hopes that by improving and perfecting the marketing strategy of Liaocheng Branch of HF Bank’s to corporation business,it will help Liaocheng Branch maintain a healthy and rapid development of its to corporation business in the increasingly fierce market competition.