Service Marketing Researches On Corporate Banks Of China

With the development of the financial system reformation of our country, the banking system is coming to shape. The corporate banks are continuing contributing as major force to the development of economy. However, compared to other state commercial banks, most of the corporate banks 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 corporate banks have to hole shares 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 corporate banks to win is introducing effective marketing management. but lacking of systematic marketing theories and tied by the old managing mechanism, there are lots of problems in the corporate banks 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 corporate banks need to find their own way out, and that is what I am going to discuss about in this paper. The paper includes five parts: (1) an introduction of the theory background and the character of bank service and marketing developing process in foreign and in china. (2) A description on the current prosecution situation faced by the corporate banks. I approved five disadvantages. Firstly, concept is draggling; secondly, orientation is illogical; thirdly, marketing behavior integration is poor. Fourthly, marketing behavior is skin-deep. (3) some influence existing in the buyer of banks which includes internal and external. (4) I bring forward some methods aiming at the disadvantage. These methods are divide into idea and means. The idea methods include four material methods such as using internal marketing. The material methods include eight methods such as making study to marketing. (5) the last part is conclusion. It concludes some useful conclusion.