The Analysis Of Commercial Banks' Marketing Strategies In China

Different from the marketing in general sense, commercial bank marketing is a development into financial areas; it is a kind of market-oriented management, which aims to satisfy customers' requirements with profitable financial products and combination of different strategies, and last to realize commercial bank's benefit targets. Through more than twenty years' open and reform in China, every commercial bank has to pay attention to its marketing now. Especially after China's enter into WTO, no commercial bank can survive in fierce financial competitions without proficiency at and emphasis on its marketing.With social progresses, technology developments and extensive applications of the Internet, the marketing will become more and more important to commercial bank; commercial bank will create more and more ways to prospect the change of society; marketing techniques to satisfy the need of customers will be more challenging. This paper analyzes the present condition of the commercial banks' marketing strategy with emphasis on four aspects: product, price, place and promotion.In the first part, the author makes a systematic and theoretic exposition of the commercial banks' marketing, analyzes its essences and characters, then introduces five developing stages of western commercial banks' marketing and the most typical modes in the United States and Japan. Part two to part five is the main body of this paper, which makes a systematic analysis to commercial banks' marketing theoretically and empirically from product, price, place and promotion respectively,and poses suggestions to its strategy based on its present condition. The last part is the conclusion of this paper.Commercial banks' marketing is a developing subject. Based on scientific research and analysis, the author poses some constructive suggestions to commercial banks' marketing strategy, and puts special emphases on their feasibility according to the present condition. The author hopes that these suggestions can supply some help to the people engaged in the commercial banks' marketing.