The Research On The Commercial Bank's Fund Marketing Of Our Country

Although Commercial Bank has gone through several hundred years, the marketing management and theories of it have formed gradually in the western developed countries from the middle of 1950s this century. For example, in U.S.A, Marketing of Commercial Bank has already experienced four stages, which separately are the Public Relationship in 1950s and 1960s, the spread of Advertisement and Business in 1970s, the development of Marketing Culture in 1980s and the stage of Satisfying and Creating Customers' Demand in the late of 1990s. The marketing has become the inalienable component of the developing strategy and business style of Commercial Bank. In china, Marketing was taught from the early of 1980s. However, the idea of marketing was not used in Commercial Bank until the commercialized reform in special banks and the establishment of some share-holding Commercial Bank and from the beginning the banks put stress upon the promoting of the bank products. For a long time, taking deposits has been the oriented target of our banks and our banks have paid great attention to how to improve the efficiency of the debt business by positive marketing, while the capital business having been ignored. According to the management theory about capital and debt, through the coordinate management to capital and debt, Commercial Bank will accomplish this object that the balance between the revenue from the profit capital and the expenditure in the issue of debt should be maximized. Therefore, in view of this situation that our banks lay particular emphasis on the deposit marketing, we should establish the fund marketing concept and strengthen the management to it.The fund marketing refers to it that after taking the capital funds from the society at a certain cost, Commercial Bank utilize the various combinations of marketing tactics and adopt varied ways at proper price, such as granting credits, purchasing bonds, capital finance in the currencies market and so on, to distribute efficiently these capital funds to those who need capitals. Under the system of planned economy, there was no fund marketing concept because the motion of the capital funds in the bank was determined by the government. Nowadays in China, the system of market-oriented economy has been established and being perfected gradually. As an independent legal agency, the banks should regard the capital funds as a kind of scare resources and improve the efficiency of the fund marketing so that it can deal with severe competitions coming from domestic and foreign other banks. In addition, in the light ofthe situation that indirect finance is the main stream in the enterprises finance in the domestic, carrying on the fund marketing in Commercial Bank successfully is not only the essential condition to maximize their value, but also very significant to put the stable currency policy formulated by the central bank into effect. And promote the rapid development of the whole national economy. This article applies the relative ideas in economics to probe the issue of fund marketing in our country initially.The whole paper consists of four parts.The first section theoretically analyzes the fund marketing of Commercial Bank. Other than the serving objects-currency, currency capitals and correlative serves of currency, currency capitals, the management of Commercial Bank is the same to it of enterprises, and the fundamental marketing thoughts of general enterprises are appropriate to the marketing of Commercial Bank. So it is necessary to make out the meaning of marketing and Commercial Bank's marketing. Then the paper demonstrates the meaning and characteristics of Commercial Bank' fund marketing. Commercial Bank' fund marketing is to optimize the distribution of funds owned by banks through marketing strategy and methods. And compared to marketing activities made by general enterprises, Commercial Bank' fund marketing is characterized by comparative strict macro environments, specific marketing object, interactive products, short and direct channels, limi...