The Research On Marketing System Of Commercial Bank

With the increasingly sharp competition in finance trade and the increasingly variety of customer needs in China, it is an irresistible general trend for commercial bank to change its management concept and build up marketing system, taking customer needs as starting point , taking customer satisfaction as target. According to the basic knowledge of marketing, considering the knowledge of enterprise strategy, the paper designs marketing system of commercial bank and proves its practicality and workability through designing marketing system of Bank of China, Langfang Branch.First, it introduces marketing origin and development and marketing theory, puts forward new ideas such as customer value and customer satisfaction. It also introduces developing process of foreign commercial bank's marketing, the marketing mode of the United States and Japan. Through discussing the present situation of our country, it points out necessity and heavy demand for commercial bank to build its marketing system.Second, it puts forward bank marketing's concept, analyzes bank marketing's feature and marketing environment. Based on bank profit chain theory, it puts forward three essential marketing factors: internal marketing, traditional marketing and interactive marketing. According to the features of finance trade, it expounds the process of designing marketing system of commercial bank, discusses the process of making bank strategy, marketing strategy and marketing factors strategy in detail. Finally, it designs marketing system of Bank of China, Langfang Branch, adopting the way of BCG matrix and SWOT analysis.In the end, it discusses marketing management process of commercial bank based on market-driving theory. It also designs the organization structure of Bank of China, Langfang Branch, delimitates accountability of every department, and designs implementation and control process of marketing plan.Its innovations lie in designing marketing system of commercial bank based on bank profit chain theory, designing marketing management process of commercial bank based on market-driving theory, and designing marketing system and marketing management process of Bank of China, Langfang Branch in detail.