A Study On The Credit Marketing Of Shenzhen Development Bank Co.Ltd

As the establishment of the Chinese market economy and the reforming of the financial system in depth, the Chinese financial businesses not only have to face the intense competitions for the market shares of the numerous financial institutions, but also the enormous pressure due to the globalization of the financial markets, especially the powerful challenges of the foreign capitals after China joining the WTO. In the face of this fundamentally changed financial environment, the commercial banks in China still lack in the theoretical guidance as well as the practical experiences in market managements. Although the commercial banks are different from the general industrial and commercial enterprises, they still have to face the markets, face the customers, and regard making profits as their goals.Therefore, to establish the marketing ideas and to implement the effective marketing managements are the ways for the commercial banks to sharpen their competitive nesses.It has been nearly one hundred years since the introduction of the theory of marketing while has not been involved in modern commercial bank in the west until two decades ago. The commercial banks in our country, however , are lacking in the theoretical guidance and practical experience as well .Especially the realities of the current financial systems are the banks generally face the problem of cultivating the high-quality credit customer groups, therefore, the study of the credit marketing turns into a rather urgent subject.This article takes Shenzhen Development Bank Co.Ltd. as an example, systematically studied the credit marketing of the commercial banks, and put forward the author's own ideas.The first chapter of this article directed by the vanguard theory of marketing, begins with the clear explanation and definition of fundamental theories of banking and marketing. Then it briefly introduced the origin and the developments of the vanguard marketing theories of the commercial banks.Chapter two turns to the analysis of the credit marketing environments of the commercial banks. Based on the retrospect of the developments of the marketing of the commercial banks in China, it emphasizes on the analysis of the opportunities and threats of the macro environments of the credit marketing of the commercial banks. It also analyzes the micros environments of the credit marketing using the Porter Competitive Force Model .Chapter three starts the studies of the real situations of the credit marketing of the Shenzhen Development Bank Co.Ltd. From the analysis of the current situations of the credit marketing in the bank, it analyses and compares the advantages and disadvantages of its internal environment. It also discusses the credit business process reengineering.Chapter four focuses on the strategies of the credit marketing of the Shenzhen Development Bank Co.Ltd., mainly include the market segmentations, the choices of the target markets and the market positioning.Chapter five discusses the combinations of the key elements of the credit marketing of the Shenzhen Development Bank Co.Ltd. Through the analysis of strategies of the credit products, pricing, brands and channels, it puts forwarder the author's own ideas and suggestions to the marketing works of the bank.The last chapter addresses on the issues in the marketing works in the Shenzhen Development Bank Co.Ltd., and puts forward the author's own suggestions and improving ideas, which include the risk controls of credit marketing, the organization structures, the management system of the product innovations as well as the customer relationship management.