Research On The Development Strategy Of Bond Underwriting Business Of Shaoxing Branch Of HU Bank

In the context of deepening the structural reform of the financial supply side,the Central Bank has repeatedly emphasized supporting the development of direct financing,broadening financing channels for small and medium-sized enterprises,adjusting the structure of the financial system,increasing the proportion of direct financing,and reducing the dependence of small and medium-sized enterprises on indirect financing channels.At the same time,due to the combination of multiple factors such as the real economy of financial concessions and the marketization of interest rates,the deposit and loan spreads of commercial banks continue to narrow.Bond underwriting is the most important source of income for commercial banks’ intermediary business.Through this business,it can drive profit growth and demand deposit precipitation,enhance the stickiness of high-quality customer business,and enhance the comprehensive competitiveness of commercial banks.In this context,this article conducted an in-depth study of the bond underwriting business of HU Bank Shaoxing Branch,and analyzed the actual work through theoretical knowledge,with a view to solving the problems existing in the work and rapidly improving the underwriting performance of HU Bank Shaoxing Branch.This article starts with the concept of debt and bond underwriting business,combines the development status of underwriting business at the three levels of HU Bank’s head office,Zhejiang Province,and Shaoxing,and the issuance of debt financing tools in Zhejiang Province,focusing on the strengths and weaknesses of HU Bank’s Shaoxing Branch in developing underwriting business,as well as the existing opportunities and challenges.Secondly,using STP theory,the market segmentation,target market selection,and market positioning of the Shaoxing debt financing instrument issuance market were conducted to determine the competitive advantages of the existing products of HU Bank Shaoxing Branch.Based on the above research and analysis,the development goal for the underwriting business of HU Bank Shaoxing Branch is to enter the first echelon of the main underwriter market in Shaoxing in the next three to five years,and to propose targeted development strategies using the 4P theory.Product strategy: First,increase the marketing of ultra-short term financing bonds to leverage the scale of bond underwriting business with investment resources;Second,actively promote the use of innovative products to meet customers’ diversified debt issuance needs;Third,continue to promote the debt financing plan and increase the source of underwriting fee income.Channel strategy: First,participate in bidding with a consortium of securities companies to improve the probability of winning the bid;The second is to build a peer circle of friends and join the underwriting syndicate;Third,inventory customer mining and cross marketing.Price strategy: For mainstream debt financing instruments,innovative products,and debt financing plans,adopt bottom line pricing,market pricing,and premium underwriting strategies to conduct business cooperation with issuers.Promotion strategies: First,bond underwriting roadshows to enhance visibility;The second is to launch innovative product training camps to promote exchanges between banks and enterprises;The third is to configure a package of products to provide comprehensive financial services throughout the project lifecycle.Finally,in order to ensure the smooth realization of the underwriting business development goals of HU Bank Shaoxing Branch,a guarantee mechanism has been established in five aspects:system support,department collaboration,benefit sharing,team building,and risk control.