Research On ZX Bank Credit Business Marketing Strategy

With the development of China's financial market and the deepening of interest rateliberalization,traditional commercial banks are facing great challenges.Credit business accounts for a large proportion of bank income and is an important source of bank income.Therefore,the quality of credit aqssets has a profound impact on the sustainable development of Chiaa's banking institutions,and credit marketing startegy is the kgy to dctermine the income oferedit business.Under the background of financial market opening,a large number of foreign banks have poured into China's financial market,resulting in intensified competition.At the same time,with the continuous improvement of external supervision,the capital operation of banks is restricted by various factors.As a result,thetraditional credit marketing mode has exposed many problems,such as unclear strategic positioning of credit business,single product,etc.,shich can no longer meet the needs of the market in the new era.Innovation and reconstructinof credit marketing mode is one of the problems that our commercial banks need to solve ungently at present,and it is also an urgent demand under the current situation.This paper takes ZX band credit business as the research object,analyzes themarketing status and existing problems of ZX bank credit business.Including the backward concept of credit marketing,lack of innovation in credit produets,lack of professionalism in themarketing team,single credit marketing channcls and insufficient segmentation of the credit market.Based on credit business marketing theory,PEST analysis method is used to analyze the macro envinonment of ZX bank credit business develoment from four aspects of environment,cconomy,society and technolgy.five forces model is used to analyze the micro cnvironment of ZX bank credit business development from five aspects of supplier's bargainingpower,purchaser's bargaining power,new entrants threat,substitute's threat and competitor's competition degree.SWOT analysis method is used is used to analyze the internal and external environment of ZX bank credit business from four aspects of advantages,disadvantages,opportunities and threats.Finally,according to STP and 7Ps marketing strategies,combined with the actual situation of ZX bank,credit business marketing strategies are improved from six aspects of credit business products,prices,promotions,channels,personnel and process,and targeted marketing strategy selection suitable for ZX bank credit business is put forward,and safeguard measures are given.This study makes a multi-angle analysis of ZX Bank's credit business marketing strategy and puts forward targeted optimization strategies,which is of considerable research value.Credit business is one of the most important business of ZX Bank,which directly affects the financial business development of ZX Bank and the overall operating performance of the bank.The marketing strategy and implementation guarantee of ZX Bank credit business proposed in this study are conducive to improving ZX bank credit business and can provide some reference for the development of credit business of other similar banks.