| The commercial banking system plays an absolutely dominant role in China’s social and economic life and plays a vital role in the sustainable growth of China’s economy.The slowdown of economic growth,the increase of non-performing loan rate and the market-oriented reform of interest rate have become the main challenges that China’s banking industry will face in the future development process.Moreover,the development of Internet finance and the rapid integration of the financial needs of the current era have also become an unprecedented challenge for China’s banking industry.In order to achieve sustainable development,China’s banking industry should explore differentiated competition mode,actively carry out strategic transformation,and constantly carry out product innovation and technology upgrading to adapt to the development of the times.The fundamental nature of commercial banks’ operation is to absorb deposits and issue loans,and the main components of these two businesses are corporate business,which is also the main source of deposits and profits for commercial banks.However,the current banking development environment is faced with serious product homogeneity,limited pricing methods,and complex service and business processing processes,which have reduced the profit margin of commercial banks.And the malicious competition among some banks has resulted in a situation of strong customers and weak banks,which has gradually led to a vicious circle,which has led to a sharp decline in the profit margin of commercial banks,hindered marketing and increased difficulty.This paper takes Jinan Branch of Bank Z as an example and combines the current development environment of commercial banks in China to formulate corresponding marketing strategies for the development of commercial banks’ corporate business.Firstly,the PEST model is used to analyze the macro and micro environment of the corporate business marketing of Bank Z Jinan Branch,and then the STP marketing theory is used to carry out the corresponding market segmentation and target customer selection,which provides guidance and suggestions for the design of corporate business marketing strategy of Bank Z Jinan Branch.Combining with the previous research,the paper makes reasonable use of the 7Ps marketing theory,and puts forward improvement measures for corporate business marketing strategies from seven aspects: product,channel,personnel,pricing,promotion,tangible display and service.According to the current development situation of Bank Z,the paper puts forward digital reform suggestions,and puts forward targeted marketing strategies in "three platforms" and "five sectors" based on the characteristic business of Bank Z.Finally,the corresponding safeguard measures are formulated for the implementation of the bank’s corporate business marketing strategy.The purpose of this paper is to analyze the problems existing in the development of corporate business of commercial banks by applying the relevant theoretical basis of corporate marketing,explore the corresponding corporate marketing strategy improvement guidelines,and put forward practical and reference value improvement suggestions for Bank Z Jinan Branch to get out of the current dilemma of corporate business marketing. |
