The Research On Chinese State-owned Commercial Banks Marketing Management

With the deepening of the reform of Chinese financial structure and China's entry of WTO, the Chinese state-owned commercial banks are facing the competition from other banks, such as the foreign banks, the stock-holding commercial banks, and non-banking business, such as insurance companies and security companies. To research and ascertain their marketing strategy and tactic is most important to guide their marketing practice.This article gives an analysis to the characteristics of common commercial bank marketing, based on the theory of marketing and the theoretical development of the thoughts of marketing. Then, the author makes a research into the development stages of domestic and foreign commercial banks' marketing theory and practice. On that basis, the article analyses the problem of the Chinese state-owned commercial banks' marketing. Through these analyses, the author tries to provide practical experience and suggest developing trend to Chinese state-owned banks' marketing.The research on marketing strategy and tactic is subjected to the changes of situations, so the analysis on strategy and tactic must begin with the analysis on situation. The author analyses the macro and micro situation in which the state-owned banks practicing marketing. Macro analysis emphasizes on law, economy financial market and technology, while microanalysis emphasizes on customer, competitor and the public. After the analysis, the author draws a conclusion about the strengths, weaknesses, opportunities and threats facing the state-owned banks. The SWOT model gives a foundation to the banks in their strategy decision.The analysis of marketing strategy and tactic is the core of this article. The marketing strategy analysis includes the market segmentation, targeting and position as well as the market competition, relationship marketing and international marketing. The state-owned commercial banks can adopt various standards to segment the market. As for the targeting of market, the banks must take consideration on the general economic indexes and competition factors; moreover,their choices must fit their public status as state-owned commercial banks. They must target on the high-extremity. As for the positioning market, the banks should not choose a following-up strategy, but insist on a leading principal, emphasizing on their differences between their competitors. As for the competition strategy, the banks have not the unitary advantage on cost, so they must take more considerations on diversification and concentration. They should develop symbiosis with their competitors, allied with various coalitions of foreign banks and share-hold commercial banks. To compete while collaborate, and to collaborate in competition. Basing on the latest relationship marketing theory, the author mentions that the state-owned commercial banks should emphatically implement relationship-marketing strategy, correctly handle 6 markets' relationships, and then realize maximizing of the bank value. According to the experiences of foreign banks, the state-owned banks can also implement marketing internationalization strategy, and this implementation must rely on both government's policies and the banks themselves, not only on the voluntary of the banks.As for the analysis of marketing tactic, the author gives the general analysis on product, pricing, distributing and promotion tactics of state-owned commercial banks based on 4Ps structure in typical marketing theory. It is emphasized that the banks should pay more attention on their product and services innovation, exercise brand tactic, price properly. As for distributing, the banks should not only rely on their inherent advantages, but also upgrade distributing channels; moreover, they must recognize the effecting of development of science and technology, expand indirect distributing channel. As for promotion, the banks should use the experience of Ads of American banks, establishing a good public status for themselves.The marketing strategy and tactic of state-owned commercial banks is a v...