Research On The Marketing Strategy Of ICBC X Branch

With the continuous deepening of industrial structure adjustment,the business environment of commercial banks has undergone great changes in recent years.The implementation of interest rate liberalization policy and the entry of internet financial institutions have brought challenges to the operation of commercial banks.In small and medium-sized cities in China,with the entry of other commercial banks,the original monopoly position of state-owned commercial banks is broken,and competition in the local banking industry begins to intensify.In this context,it is urgent to find a marketing strategy suitable for the development of state-owned commercial banks in small and medium-sized cities.This paper selects the X branch of ICBC as the research object,and studies the marketing strategy transformation of state-owned commercial banks from the perspective of grassroots branches.Firstly,it sorts out the relevant theories and the research status of bank marketing strategy.Secondly,it expounds the general situation and the current marketing strategy of X branch.Thirdly,it summarizes the opportunities and challenges of X branch,as well as the internal competitive advantages and disadvantages,then constructs the SWOT analysis model.Fourthly,it puts forward specific suggestions for the improvement and optimization of X branch marketing strategy from the aspects of product,price,place,promotion,person,process and physical evidence.Finally,it provides supporting measures for the marketing strategy transformation of X branch.After research and analysis,it is proposed to select these marketing strategies:enhance the product competitiveness through the way of Product precision and product combination;establish efficient information collection and adjustment mechanism and adopt the differential pricing strategy;enrich the offline marketing channels and improve the utilization rate of online channel;enrich the forms of promotional activities and enhance the effectiveness of promotion methods;guarantee the efficiency of marketing process;strengthen the professional quality training ofmarketing personnel;Optimize the sales environment and provide detailed services.