Research On TLB Net Worth Products Marketing Strategies Of ICBC Baoding B Branch

Since 2017,policy efforts to deleverage and strengthen supervision in the financial sector have been increasingly intensified,and the operating costs of domestic commercial banks have been rising.On April 27,2018,The People’s Bank Of China,the China Banking and Insurance Regulatory Commission,the China Securities Regulatory Commission and the State Administration of Foreign Exchange jointly issued,the Guiding Opinions on Regulating Asset Management Business of Financial Institutions(Note: Commonly known as the "New Rules on Asset Management")were adopted.The new rules on asset management breaks the "rigid payment",and under the influence of a series of measures such as promoting the transformation of wealth management products to net value,the growth rate of wealth management funds declines,and the pressure on ICBC to absorb and collect deposits becomes increasingly prominent.As "Tianlibao" net worth financial products of ICBC(Note:hereinafter referred to as "TLB")have advantages such as fewer regulatory restrictions on interest rate pricing,higher yield and marketization than traditional deposits,they have become a new tool for ICBC to compete for customers and achieved rapid growth in business scale.However,at present,ICBC’s "TLB" financing business has been launched for a relatively short period of time and the related regulatory policies have yet to be improved,so the development of all its aspects is not yet mature.Therefore,there is an urgent need to explore how to better develop the "TLB" business so that it can become a good tool to absorb idle funds from the public and relieve the pressure on the liability side of banks.To solve these problems,this paper takes ICBC Baoding B Branch as a research object,on the basic of analyzing the relevant research data and the current situation of the marketing of "TLB" business.It starts from ICBC Baoding B Branch and its "TLB" business development,adopting literature research,data analysis and other research methods,On the basis of analyzing and summarizing the relevant research theories on financial management development at home and abroad.In order to optimize the marketing strategy,PEST and SWOT analysis are also conducted in this paper to fully understand the internal and external environment of ICBC Baoding B Branch,and analyze the strengths,weaknesses,opportunities and challenges of its "TLB" marketing.The problems in the marketing of "TLB" products are obtained through the analysis of relevant research data.Supported by STP market segmentation theory and 7PS marketing theory,and combined with the causes of problems and environmental reality,marketing optimization measures are proposed,Taking into account both the causes of problems and environmental reality,marketing optimization measures are proposed in this paper,in order to help ICBC B Branch to solve the current problems of "TLB" marketing strategy and promote the steady and healthy development of ICBC Baoding B Branch "TLB" financial business.The measures also provide useful reference for other commercial banks to better develop similar net worth financing business like "TLB".