Strategic Marketing Plan for Huishang Bank in Anhui Province

Abstract

Huishang Bank Corporation Limited Company was founded on December 28, 2005, and it has operated since January 1, 2006. Before it was established, it merged with six cities' commercial banks and seven urban credit banks in Anhui Province. It then became the first regional bank which had developed from city commercial bank in China. In the last five years, Huishang bank has already got significant progress, and it entered top 500 global banks in 2010.

This thesis focuses on the strategic marketing plan for Huishang bank. The main research problem is "How Huishang bank could develop and earn more market share". The main research method is a qualitative resarch and the empirical part includes an interview to get the useful information.

The thesis is divided into five parts. In the introduction chapter, the main situation of Anhui Province and Huishang bank has been introduced. In the theoretical part, the internal and external marketing analysis, marketing process, marketing strategies and principle of marketing are explained thoroughly. In the empirical part, main bank data and data analysis have been provided. Then SWOT analysis has been made according to these data. The detailed strategies were made depending on the bank market position, operational plan and other suggestions.

The thesis result provides useful strategies, which could help the bank keep developing its operation.