The Research Of Countermeasures On Marketing Innovation Of Our Commercial Banks

Commercial bank marketing is composed of a series of financial-market-oriented managing activities, in which the commercial banks provide financial products and financial service for the clients by applying various marketing methods and making full use of their own resources, for the purpose of satisfying the clients' demands as well as maximizing their profit. It is an important part of commercial bank management, which plays an essential role in updating financial products and service, increasing market share, reinforcing market competitiveness and expanding client categories.After the entry into WTO, the competition between our banking industry and that of foreign countries is becoming increasingly fierce. Given this background, the research on marketing is extremely significant if our commercial banks want to put themselves in an invincible position. On the other hand, our commercial banks have paid close attention to marketing activities and have already achieved some progress during the recent several years. However, due to the lack of suitable systematic guidance of marketing theories and a late start, we are still insufficient in many aspects. Therefore, it is urgent to launch timely improvement and continuous innovation. In consequence, the research on marketing innovation of our commercial banks bears important theoretical and realistic significance.On the basis of applying the marketing theories and experience of foreign commercial banks as well as closely combining the real marketing situation of our commercial banks, this thesis concentrates on the subject of " The Research of Countermeasures on Marketing Innovation of Our Commercial Banks" and mainly makes some systematic researches from the aspects of the features and experience of foreign commercial bank marketing as well as the analysis of the on-going situation and the marketing innovation countermeasures of the commercial banks in China.Chapter I introduces the marketing concepts and features of commercial banks, and analyzes the experience of the foreign commercial banks. In this way, it stimulates theideology of continuous marketing innovation of our commercial banks.Chapter II gives us a better realization of the insufficiency of the marketing innovation of our commercial banks and brings in some countermeasures reinforcing the marketing innovation of banks by principally introducing the real situation and the current problems of marketing as for our commercial banks.Chapter III is the vital part of this thesis, which puts forward some countermeasures of marketing innovation from the following three aspects: the marketing environment, the marketing theories and the marketing methods of our commercial banks.The author has a burning desire that these theoretical analysis and research will give some enlightenment and promotion to the marketing development of domestic commercial banks.