The Marketing Strategy Research On The Comprehensive Financial Services For Corporate Customers Of LN Branch Of Bank A

With the deepening of China’s market economy and the increasing impact of foreign financial institutions on China’s traditional banks.Inter-bank competition is increasingly fierce,especially for comprehensive financial services for corporate clients.Under the influence of internal and external environment and fierce competition,how to improve the marketing competitiveness of the corporate business of bank A of LN branch has become a practical concern of bank managers.Clarify the competitive position of bank A of LN branch as one of the four state-owned banks in the comprehensive financial services market for corporate customers in Liaoning province.Then,on this basis,the appropriate marketing positioning and development decisions should be made to improve the existing marketing strategies on the basis of the existing marketing strategy.The research results of this paper are not only beneficial to the development of bank A of LN branch,but also useful to other commercial banks.The research object of this paper is the comprehensive financial service marketing strategy for corporate customers of LN branch of bank A.Under the background of increasingly fierce market competition and weak growth of Princess body business share,this paper analyzes the current situation of comprehensive financial service marketing for corporate customers of LN branch of bank A.First of all,this paper introduces the basic situation of LN branch of bank A,including corporate assets,corporate liabilities and corporate intermediary business,and analyzes the marketing status of comprehensive financial services for corporate customers by means of questionnaire.Secondly,it analyzes the marketing environment of comprehensive financial services for corporate customers of LN branch of bank A.This paper analyzes the marketing environment of LN branch’s comprehensive financial services to corporate customers from three perspectives of external,internal and SWOT analysis.The external environment includes five parts:politics,economy,society,technology and competitors;in the internal environment,it analyzes four parts:organizational structure,product structure,customers situation and corporate culture.The SWOT analyzes advantages,disadvantages,opportunities and challenges of public business.Finally,the marketing strategy of comprehensive financial services for corporate customers of LN branch of bank A is formulated.This paper makes STP analysis on the comprehensive financial services for corporate customers of LN branch of bank A,determines the selection target and market positioning of financial services for corporate customers,and analyzes the marketing strategy of comprehensive financial services for corporate customers through 7PS theory.The guarantee measures of comprehensive financial service marketing for corporate customers of LN branch of bank A are put forward from risk control,human resources,information technology and corporate culture.