| Project Title: | Research on Marketing Strategy Optimization of CY Commercial Bank’s Credit Business |
| Author: | Miss Song Linfei |
| Advisor: | Dr. Zhang Li |
| Degree: | Master of Business Administration |
| Major: | International Business Management |
| Faculty: | Graduate Schools |
| Academic year: | 2022 |
| Url:
Published: |
Conference Conference Proceedings National and International Academic Conference “Empowering Innovtion and Sustainability in the Next Normal” 27 November 2021 |
Citation
Song, Linfei. (2022). Research on marketing strategy optimization of CY Commercial Bank’s Credit Business. (Master’s independent study). Bangkok: Siam University.
Abstract
With the social economy and individual economic development, China’s financial industry environment is undergoing changes mainly reflected in the reform of the financial industry and the development of the new financial industry. The traditional business model of commercial banks has had difficulty to applying the requirements of the new financial environment. Since the improvement of computer technology and its related derivative technology, new financial enterprises have been forming to seize the credit market of commercial banks. Therefore, commercial banks should adapt to the change in the financial environment, absorb the advantages of the new financial industry with their conditions, and create a high-quality credit business marketing strategy.
Based on a large number of excellent research results and using Chao Yang Bank as the research object, this paper analyzed the current situation and environment of their credit business marketing of Chao Yang Bank. The questionnaire effectively reflected the existing problems in the marketing strategy of Chao Yang Bank and divide the existing problems through the 7PS service marketing combination strategy, product, pricing, channel, promotion, public relations, personnel, and process. Through STP analysis, the causes of the problems were analyzed, and targeted optimization schemes were put forward, respectively. The research in this paper optimized the credit marketing strategy of Chao Yang Bank and also provides a value reference for the development of personal credit businesses and the development of marketing strategies of other commercial banks.
Keywords: commercial bank, credit business, 7PS, STP strategy.
Research on Marketing Strategy Optimization of CY Commercial Bank’s Credit Business
Master of Business Administration (International Program), Siam University, Bangkok, Thailand