Research On The Optimization Of Corporate Credit Product Marketing Strategy Of Xinyi Sub Branch Of Bank NJ

With the rapid development of the Internet economy,market competition is becoming increasingly fierce,and the development of traditional commercial banks is constantly challenged.In order to seize the market share,banks are constantly coming up with new product types and ever-changing promotion methods.To further develop on the basis of survival,urban commercial banks need to launch effective marketing strategy optimization of corporate credit products.Firstly,based on the theoretical research on marketing strategy and literature review at home and abroad,this thesis analyzes the current situation of marketing corporate credit business in Xinyi Branch of NJ Bank,and analyzes the internal and external environment of marketing corporate credit products in Xinyi Branch of NJ Bank based on PEST and SWOT analysis,respectively,and conducts a questionnaire survey and interview with the president,account managers and other relevant staff of Xinyi Branch of NJ Bank as well as the stock customers.We analyzed the problems,the severity of the problems and the recognition of the causes of the marketing of corporate credit products in Xinyi Branch of NJ Bank by means of questionnaires and interviews in four aspects: products,prices,promotions and channels,respectively.Secondly,based on the preliminary theoretical research and questionnaire interviews,this thesis analyzes the problems and causes in the marketing of corporate credit products of NJ Bank Xinyi Sub-branch.Specifically,the thesis analyzes the problems in the marketing of corporate credit products of NJ Bank Xinyi Branch in terms of product strategy,such as few types of products,lack of precision,no innovation and insufficient online products;in terms of price strategy,such as high interest rate,single pricing and outdated pricing system;in terms of promotion strategy,such as single promotion method,lack of novel promotion vehicle,insufficient professionalism of promotion personnel and low brand awareness;and in terms of channel strategy,such as low brand awareness.In terms of promotion strategy,there are problems such as single promotion method,lack of novel promotion carrier,insufficient professionalism of promotion personnel and low brand awareness among the public;in terms of channel strategy,there are problems such as few outlets,slow business process,insufficient utilization of existing resources and low comprehensive quality of credit business personnel.The main causes of product strategy are homogenization of products,lack of market segmentation and positioning,single type of customers and weak product technology;the causes of price strategy are high cost of capital,unscientific pricing mechanism and lack of information technology in credit business;the causes of promotion strategy are lack of rich promotion methods,insufficient development of novel promotion vehicles and lack of quality and motivation of credit personnel.The causes of the problems of promotion strategy include the lack of abundant promotion methods,the lack of development of novel promotion vehicles,the lack of quality and enthusiasm of credit personnel,and the weak awareness of brand marketing services;the causes of the problems of channel strategy include the need to improve direct sales channels and distribution channels,the low conversion rate of credit business online marketing,the lack of internal management planning and the lack of professional training and management.Finally,this thesis proposes specific measures to optimize the marketing strategy of corporate credit products of NJ Bank Xinyi Sub-branch in view of the above problems and causes.Market segmentation,target market and market positioning are taken as the prerequisites for the optimization measures,and then the marketing strategy optimization of corporate credit products of NJ Bank Xinyi Branch is carried out in four aspects: product,price,promotion and channel,respectively.In terms of product strategy optimization,four optimization measures are proposed: optimizing product structure,enhancing product precision,differentiating product portfolio marketing and promoting product innovation;in terms of price strategy optimization,three measures are proposed: strengthening peer pricing tracking,scientifically formulating pricing mechanism and establishing loan interest rate pricing system;in terms of promotion strategy optimization,four measures are proposed: enriching promotion methods,innovating promotion methods,improving personnel professionalism and establishing brand image;in terms of promotion strategy optimization,four measures are proposed: enriching promotion methods,innovating promotion methods,improving personnel professionalism and establishing brand image.In terms of optimization of promotion strategy,four measures are proposed,such as enriching promotion methods,innovating promotion methods,improving personnel professionalism and establishing brand image;in terms of optimization of channel strategy,measures are proposed,such as broadening business channel construction,introducing network marketing channels,vigorously developing cross-marketing and strengthening sales team.After the optimization measures,this thesis proposes four measures to ensure the optimization of strategy in terms of organization,talents,system and technology.This thesis analyzes the problems in marketing corporate credit products in Xinyi Branch of NJ Bank,analyzes the problems and causes and proposes optimization measures,hoping to provide some reference for improving the marketing of corporate credit products in Xinyi Branch of NJ Bank and to provide some reference for marketing corporate credit products in other financial institutions.