The Research On Marketing Strategic Management Of City Commercial Banks

With the development of the financial system reformation of our country, the banking system is coming to shape. The city commercial banks are continuing contributing as a major force to the development of the local economy. However, compared to other commercial banks, most of the CCBs are week in capital, assets and competitive power. Meanwhile, for those foreign banks, joining the competition is only a matter of time after china's entry into WTO. To survive in this rough battle, the CCBs have to hold their share in the market, improve their competence in the competition, largely increase their management benefit, and build up correct marketing notion. Therefore, the- only way for the CCBs to win is introducing effective marketing management. But lacking of systematic marketing theories and tied by the old managing mechanism, there exist lots of problems in the CCBs and they are still on the primary stage of their development. How to put those scientific marketing strategies into effect? How to make huge profit from the marketing strategies? Obviously, the CCBs need to find their own way but, and that is what I am going to discuss about in this paper.The paper includes five parts: (1) An introduction on the background, objective, references and the methods used; (2) A description on the current situation faced by the CCBs of our country. First, I briefly introduced the setting up information about the CCBs. Then I analyzed from CCBs' market share, current structure, management mechanism and operation status, and brought forward CCBs' need of improving competition power and the importance of scientific marketing strategy to the CCBs' development. (3) An exploration on the problems found and the causes; (4)&(5) A discussion on the counter measurement to the problems, which mainly involves a standardized analysis on the macro and micro developing environment for CCBs and a proposal of a compatible marketing management strategy for CCBs.