Research On Marketing Strategy Of Saving Deposit Of Bank Of FS Anshan Branch

Since the reform and opening up,China’s economy has developed by leaps and bounds.As a banking type of China’s banking industry,city commercial banks have undertaken a series of functions such as supporting the local economy,serving small and micro enterprises,and payment and settlement.In recent years,affected by factors such as trade protectionism,the tightening of U.S.monetary policy,and the rise of geopolitical risks,the global economic growth rate has slowed down compared with the previous few years.In addition,the global economic environment has been affected by the epidemic,and the economic downward trend is obvious.In recent years,due to the continuous expansion and development of city commercial banks,there are a total of 14 city commercial banks in Liaoning Province.However,the size and business of each city commercial bank are not the same,resulting in fierce competition and the development of Internet finance,Traditional banks have been hit hard.Faced with such an environment,if the Anshan branch of FS Bank takes a place in the Anshan market,it becomes an important research topic to develop a set of innovative,feasible and applicable marketing strategies to deal with the pressure from all walks of life inside and outside.In this paper,the research object of FS Bank Anshan Branch,through literature analysis method,questionnaire method and comparative analysis method,based on marketing theory,introduces the real data of FS Bank Anshan Branch.First,the PEST analysis method is used to analyze the external environment faced by the Anshan branch of FS Bank,and the Porter five forces model is used to analyze the competition situation and challenges faced by competitors.Then,using SWOT analysis method to analyze the advantages and disadvantages,opportunities and threats of FS Bank Anshan Branch.Then use STP theory to segment the savings deposit business of FS Bank Anshan Branch from several factors such as behavior,psychology,and geography,and clarify the choice and positioning of the target market for the savings deposit business of FS Bank Anshan Branch.Based on the 7Ps theory,the product strategy,price strategy,channel strategy,promotion strategy,personnel strategy,process strategy and tangible display strategy were analyzed in depth.By summarizing the actual problems in the marketing process of the savings deposit business of FS Bank Anshan Branch,Put forward a set of feasible marketing mix strategies.Subsequently,based on the current level of development of FS Bank Anshan Branch,safeguard measures for the implementation of this marketing mix strategy were proposed.Finally,draw conclusions and prospects.It is hoped that the research in this article will provide a strategic basis for the promotion of the savings deposit business of FS Bank Anshan Branch.