Research On Marketing Strategy Of XY Branch Of China Minsheng Bank

"Marketing" is the only action of selling profit to highlight the characteristics of brand quickly,to expand markets,to increase efficiency and to defeat the rival in the trade area.Its essence is to take customer needs as a starting point,integrating internal and external environmental factors,educating and instilling awareness to customers through a combination of means,guiding customers to choose,like and loyal to their products,and eventually forming a secondary promotion channel to expand corporate influence.Facing the current financial environment of unstable global economic situation,market opening and strict regulatory policies,banks,as the traditional financial institution,need marketing strategy adjustment to rapid transformation,holding the market foundation and upgrading comprehensive competitiveness.As an important part of the domestic financial market,joint-stock commercial banks have both disadvantages of scale and customer resources and advantages of flexible management structure and rich experiences in marketing medium,small,and micro firms.Therefore,relying on the national policy environment and exerting own advantages are the main goals of marketing strategy research for joint-stock commercial banks.This article uses the XY branch of China Minsheng Bank as an example.These are five parts in research content.First,The article has introduced research background significance and domestic and foreign Research status;Second,The article explain the relevant theoretical basis;Third,it summarizes the current development of the bank from five aspects of the bank outlets quantity and distribution,deposit scale,loan scale,revenue contribution,number of customers,analyzes the current marketing status of the bank from seven aspects of product,price,place,promotion,people,process management and physical evidence and extracts the existing problems in marketing at the stage of emergence;Fourth,the policy environment,economic environment,social cultural environment,and technical environment were analyzed with the help of PEST theory.The micro market environment was analyzed from existing competitors and potential competitors.The current marketing problems were extracting to give the marketing strategies from aspects of product,price,place,promotion,peo,process management and physical evidence based on the theory of 7Ps.Through the research in this article,I hope that it can provide effective theoretical tools for the establishment of brand image and customer relationship maintenance of China Minsheng Bank XY Branch,and provide a useful reference for improving the theoretical perfection of marketing strategies in the field of similar commercial banks.