Bank Of Communications' Research Of The Marketing Contest Strategy

The construction and improvement of the socialist market economy in China has attracted the eyes of the whole world, the result of which lies in the fact that China, owing to its continuous and stable rising of economy, has become a variety of nations'focus of contest in marketing. This contest has been heated especially after China has become one member of WTO.The tendency of economic globalization and financial all-in-one has changed the original situation of contest. The bank industry, part of the comprehensive power and competing power of one nation in the whole, is confronted with intensifying contests.As one stock-system business bank, the bank of communications founded in the 1980s when the reform of the financial system was being deepened appears more complicated and typical from the aspect of the historical background and the present difficulties, compared with other banks with the same system. Consequently, it is of profound significance for the bank of communications to have a deeper research of the marketing strategy and to strengthen the ability to contest, which will be beneficial for the business banks to adapt to the changing financial situation and to keep on developing continuously.This essay, based upon theory of market contest put forward by Mickle Boter and the model of SWOT, has a detailed analysis of the following angles, that is, the general external situation where the bank of communications contests, the structure of the industry competition, and the internal ability to compete including.Therefore, the strategy for the bank of communications focuses primarily on the gatheing strategy of goals, excluding the propriety given to the whole cost and the differentiation. In the course of demonstrating the strategy for the bank ofcommunications, this essay gives priority to the such three points like coming into the market openly, the issue of the subordinate debts and the amalgamation and reconstruction of the markets. Which offers one efficient way to expand the bank of communications, that is, the intervention of the government, the foundation of the financial management corporation, the disposition of the bad properties by means of convertion, lawsuit, and cancel after verification, and develop the ability to compete and manage in such operations like personal finance, bank investment, and those medium operations.Last, but not least, the essay comes to the implement of competing strategy of market, including the reform of the organization structure, the disposition of resources, the measures to avoid risks, the construction of corporate culture as well as the strategic alliance.