Research On Credit Service Marketing Strategy Of Biomedical Companies In C Rural Commercial Bank

Commercial banks are also an important way for companies to seek financial support.At present,the development of China’s financial industry is prosperous,the market competition among commercial banks continues to intensify,the competition for customer resources is also increasingly fierce.In the competition of high-quality customers,the bank’s credit marketing strategy is the key to success or failure.In recent years,the biomedicine industry has developed rapidly,and the products such as monoclonal antibody drugs,immune drugs and molecular drugs are emerging one after another.With its high technology level,high industry barrier and great development potential,biomedical companies have become the object of favor and competition of commercial banks.This dissertation took the credit marketing of biomedical companies of C Rural Commercial Bank as the breakthrough point of research.Through the questionnaire survey of the credit granted biomedical companies and the interview with the customer manager of C Rural Commercial Bank,this dissertation summarized the marketing present situation of biomedical companies of C Rural Commercial Bank,and pointed out its underlying problems: First,the products were simple,the coverage of corporate customer groups was not wide enough;Second,the product change was not timely,not timely according to the market situation dynamic adjustment and adapted to the development of the industry;Third,interest rate pricing was not systematic and price control was not in place;Fourth,the growth rate of biomedical industry customer group was weak;Fifth,the popularity of the product had not reached expectations.The exposure of these problems also reflected that the market investigation and analysis of C Rural Commercial Bank in biomedical credit products were not deep enough and the pricing scheme was not fine enough;In the publicity of credit products,the channels were not fully developed,and the efficiency of physical outlets and online services was not brought into full play;In the marketing of credit business,the staff’s financial service consciousness was not deep enough,and the business ability was not professional enough.This dissertation summarized the development experience of biomedical industry at home and abroad,and drew lessons from the research results of the financing situation of the biomedical industry at home and abroad.Based on the development trend and development environment of China’s biomedical industry,combined with the current policy development support and regional development planning of biomedical companies in the region where C Rural Commercial Bank is located,this dissertation applied STP theory and 7Ps theory in marketing,and put forward the idea of forming differentiated credit marketing strategies from the optimization and improvement of seven aspects such as product transformation,interest rate pricing,media publicity,channel expansion,personnel quality,tangible display and process approval,hoping to improve the competitiveness of the credit marketing of biomedical companies of C Rural Commercial Bank.Finally,according to the differentiated marketing strategy,this dissertation put forward the implementation guarantee suggestions from four aspects.Such as the construction of product,approval and post-loan system;Personnel training plan supporting,assessment and incentive mechanism coordination;Implementation of circuit breaker mechanism and credit risk management;Coordination and improvement of external mechanism.These suggestions may facilitate the smooth implementation and landing of differentiated marketing strategies,and effectively promotes the steady growth and orderly development of biomedical credit business of C rural commercial bank.It was also hoped that through the implementation of differentiated credit marketing strategies,C rural commercial bank would become a bank with business characteristics,highlights and brand image.