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The Bank Credit Marketing and Sales Strategy Study of the Agricultural Bank of China Foshan Branch

Author: LiHongMei
Tutor: TuJin
School: Southwest Jiaotong University
Course: Business Administration
Keywords: Foshan ABC Credit market Marketing Strategy Research
CLC: F832.4
Type: Master's thesis
Year: 2005
Downloads: 195
Quote: 3
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Abstract


Commercial bank credit business marketing, refers to commercial banks to guard against credit risk, credit asset preservation anchored by market research and the cultivation of good credit customers will be directed to the flow of credit assets of selected customers a high-quality credit management activity. As China continues to open up financial markets and the deepening financial reform, competitive banking system formed. In order to fierce competition in the credit market foothold, Foshan ABC has initially established a modern marketing concepts, marketing methods also tend subdivision from extensive, but with western banks in developed countries, there are still large gaps. I use modern marketing theory, a lot of Foshan interbank market surveys, research work, through a detailed analysis of the credit market, Foshan ABC facing internal and external marketing environment, accurate market positioning, the development issue challenging and realistic marketing strategic objectives. Meanwhile, more detailed planning, elaborated Foshan ABC should take six credit marketing marketing strategy: customer satisfaction strategy, product strategy, pricing strategy, channel strategy, marketing strategy, CIS strategy; analyze the marketing process and the main difficulties arise problems and the corresponding solution strategy. This paper aims to enhance Foshan ABC credit business marketing concept, marketing mix strategies to improve the level of use, as well as to expand its market share in the future, enhance the core competitiveness and achieve sustainable development, such as providing an idea. This thesis advocated are: credit marketing is a systematic project, it must establish a \; strategic plan should be comprehensive and must be with the bank's development goals, resources and the environment to adapt; marketing process in combination with the use of a variety of strategies should be flexible and adapt to the market; while to work out with the whole marketing activities supporting the feedback and risk control system is also very important. This thesis objection are: lack of scientific modern marketing concepts, marketing efforts as the credit is a simple product to sell; in the absence of scientific research foundation, impractical to develop a

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CLC: > Economic > Fiscal, monetary > Finance, banking > China's financial,banking > Credit
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