The Marketing Strategies Research Of The Medium And Small Commercial Banks

Chinese medium and small commercial banks have been developing for 17years with the marker of the reopening of Communication bank in 1986. These banks have showed their energy through the difficult growing under the restriction of traditional economic and financial system.Chinese bank group system which consisting state-owned commercial bank, shareholding commercial bank, and city commercial bank has been formed in the beginning of the new century. The medium and small banks have gradually found their own place and concluded some successful experiences and methods in the competing with the big state-owned banks.In this article, at first, the author analyzed the functions of the medium and small banks, and their requests to the marketing.She also pointed out the essence of the Bank marketing is servicing marketing. Comparing with the marketing activities of common enterprises, the bank marketing is different in condition, targets, the characters of the product, plans, predicts and the numbers of the laborers dramatically . Accordingly, the consumption of the financial consumers is different with ordinary material consumers'. This kind of consumption has its advanced features such as the high risk of consume perception, information source coming from word-of mouth and the difficulty of the quality recognizing.Combining with the progressing experience of the these banks in the United States, Britain, Japan and Germany, the article shows that, the successful medium and small commercial banks have three characters generally, that is, the specific market's function, characteristic vocational works and superiority in regional competition. Compared with them, Chinese banks have some problems in obscure location of market, the limited scope of vocational work, and the lack of united planning of the marketing strategy.In the aim of pointing out the market location of Chinese banks, the author analyzed the marketing condition of the banks through three points of view. In macro-condition, she lays emphasis on analyzing the influences (on the bank marketing) of the economic condition, the social culture condition, the politic legislation condition, and the technical condition. And through the analyzing of the market intensive degree and market share, it's obvious that Chinese medium and small commercial banks are still in the inferiority compared with the four state-owned banks. However, the monopoly of these four state-owned bank is gradually broken down.When the city commercial banks and shareholding commercial bank are making great progress, they also faced the double attack of state-ownedcommercial banks and Foreign-funded commercial banks. Exerting SWOT analysis, the author compared the strength, weakness, opportunity and threat of medium and small commercial banks' with state-owned commercial banks' in organized form, management system, politic condition, the extent of vocational works and the technical progress. The author indicated that if the medium and small commercial banks wanted to stand on the competition and get greater progress, these banks must change the market location, turn their serving targets to medium and small enterprises, exert integrated marketing strategy (product strategy, price strategy, distribution channels, sales promotion strategy )and technical superiority strategy, develop intermediary business and OBSA off balance sheet activity of value-added yield.