Research On Corporate Business Marketing Strategy Of GF Bank Z Branch

Under the guidance of the state,the domestic economy is more open,so the number of new enterprises is increasing.The corporate business of banks is to provide financial services for enterprises.The huge commercial market has attracted the establishment of many financial institutions,leading to intensified competition in the industry.At the same time,with the rise of the Internet,the business model of commercial banks has become more diversified,affecting the change and development of the business model of commercial banks.Through the research on the marketing strategy of commercial banks’ corporate business,this paper explores its development mode to adapt to the market demand,so as to cope with the impact of the market on commercial banks’ corporate business and ensure the sustainable development of bank corporate business.This paper takes the corporate business of GF Bank Z branch as the research object.Firstly,it expounds the research background,significance and purpose,and reviews the relevant theories of corporate business and marketing strategy.Secondly,based on the analysis of the current situation of corporate marketing of GF Bank Z branch,through the form of questionnaire survey marketing problems,found that GF Bank Z branch has serious product homogeneity,lack of targeted pricing,inefficient marketing channels and less promotion means of marketing problems;Furthermore,PEST analysis was used to explore the macro environment of GF Bank Z branch,and Porter’s five forces method was used to analyze the micro environment of GF Bank.The current advantages,disadvantages,opportunities and threats of GF Bank Z branch were analyzed and summarized,and the SWOT matrix of GF Bank Z branch was constructed.On this basis,define the target customer group of GF Bank Z Branch according to STP theory,combined with the SWOT analysis,from product,price,channel and promotion four aspects to perfect the existing marketing strategy combination,according to the characteristics of the approaches to product different focus on product diversified portfolio,micro,small and medium enterprises of product innovation and product pricing,In particular,in terms of loan interest rate,comprehensive product pricing is carried out based on RAROC pricing model to strengthen the risk management of new customers,and customer cooperation is deepened through the application of target interest rate and prime interest rate.Finally,the strategy implementation is guaranteed from human resources guarantee,scientific and technological information guarantee,technical support guarantee and corporate culture guarantee,so as to improve the marketing ability of GF Bank Z branch for corporate business.In this paper,I conducted a field study in GF Bank Z Branch to study the marketing strategy of GF Bank Z Branch,optimize the marketing strategy to adapt to the development of the new trend of the current society,improve the proportion of GF Bank’s business to the public,promote the benign development of GF Bank Z Branch’s business to the public,play a leading role for other branches,and also play a reference role for other similar banks.