Marketing Situation of Industrial and Commercial Bank of China Limited (ICBC) Anhui Anqing Branch
Zhang, Sheng (2011)
Savonia-ammattikorkeakoulu
2011
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2011121518545
https://urn.fi/URN:NBN:fi:amk-2011121518545
Tiivistelmä
Industrial and Commercial Bank of China Ltd. (ICBC) is the largest bank of the four state-owned commercial banks in China. The bank has many provincial branches and one of them is the Commercial Bank of China Ltd (ICBC) Anhui Anqing Branch situated in the City of Anqing. The objective of this thesis was to study the market situation of ICBC Anhui Anqing Branch in Anqing city and to find out the main problems in the operation of the bank.
Both a quantitative questionnaire survey and qualitative interviews were carried out to gather background information about the business performance of ICBC Anhui Anqing Branch. Based on the results of the survey and the interviews, a SWOT analysis was made to provide an overview on the performance of the bank. The theoretical part of the thesis introduces marketing strategy and planning, marketing communication and branding as well as environmental analysis.
In conclusion, general observations on the market situation of ICBC Anhui Anqing Branch are provided based on the results received by means of the survey and interviews. Furthermore, suggestions for improving the bank's business situation are given taking the specific environmental aspects, industrial development and cultural features into consideration.
Both a quantitative questionnaire survey and qualitative interviews were carried out to gather background information about the business performance of ICBC Anhui Anqing Branch. Based on the results of the survey and the interviews, a SWOT analysis was made to provide an overview on the performance of the bank. The theoretical part of the thesis introduces marketing strategy and planning, marketing communication and branding as well as environmental analysis.
In conclusion, general observations on the market situation of ICBC Anhui Anqing Branch are provided based on the results received by means of the survey and interviews. Furthermore, suggestions for improving the bank's business situation are given taking the specific environmental aspects, industrial development and cultural features into consideration.