Research On Marketing Of The Medium And Small Commercial Bank Of China

In recent years, the medium and small commercial bank of China has got flourishing development, and plays a positive role with the economic growth and development of financial circles. However, the medium and small commercial bank of China still faces the enormous market pressure: four major state-run banks cornering the market, numerous financial institutions fighting for financial market share and powerful challenge of the overseas bank after entering WTO. Facing the great change of financial environment, the medium and small commercial bank of China must find own strength and weakness, and adopt correct marketing strategy and tactics to meet challenge. So this paper tries hard to utilize the marketing theory which has been used in the industrial and commercial enterprises, according to the medium and small commercial bank's own characteristics of China and environment at present, analyses to the marketing, and confirms medium and small commercial bank how to carry on market partitioning and how to use marketing to raise competitiveness. This paper includes four chapters altogether, uses the method of standard analysis and demonstration analysis, and strives to make the paper systematic, intact and deepening. Chapter one is a summary of the marketing theory of commercial bank, and this chapter proceeds with origin development of the marketing theory, explaining the theory of modern marketing based on "11Ps" and commercial bank marketing theory, and sums up the marketing characteristics of commercial bank. This chapter is a theoretical foundation of the paper, playing the role of theory guidance. Chapter two introduces the history and current situation of marketing of medium and small commercial bank of China, through the method of demonstration analysis to analyze the market structure of the medium and small commercial bank of China. At the same time, it studies external environment of the medium and small commercial bank of China by means of SWOT analysis. Chapter three is a key chapter of this paper, which discusses the marketing strategy question of the medium and small commercial bank of China mainly, analyses the necessity of marketing partitioning and how to choose the marketing positioning and strategy. Chapter four, based on the discussion of Chapter three, further analyses the marketing tactics of the medium and small commercial bank of China, analyzes the choosing of distribution channel, investigates direct marketing mode of the medium and small commercial bank. At last, it continues to probe how to launch internal marketing and brand marketing.