The Necessity Research Of Executing The Product-Combination Marketing Strategy For Middle & Small Commercial Banks

China financial market will confront completely opening outward after China being a WTO member for three years. Native banks will face foreign bank challenge in capital, management, products and talents etc. and four big state-owned banks will bring more influence in the financial market after having changed their systems. How to exist and develop quickly under such situation for middle and small sized commercial banks in China that completely rely on the market to survive will be the rigorous issue in the future. In financial field, because of products being almost the same in functions competition turns white-hot in a lot of regions, and most of banks depends on lowing price to promote sales. Financial trade being generally accepted as a high-risk business, and this kind of competition strategy for market share will continuously weaken the bank economy strength in the end and the competition ability will be in the bad situation in the future. Based on general marketing theories and combined with the specialty of the banking, the article analyzes a practical method that can enhance the competition edges for the middle and small commercial banks. The thesis also introduces value-engineering theory, game theory in demonstrating the product design and other correlative fields. By the support of above depiction, the author carries through demonstration analysis with the marketing case happened between the Merchant Bank Yantai Branch and the Yantai Harbor Group Corp. The paper has five chapters. Chapter 1 involves introductions, and primarily discusses the background of topic choosing of the thesis and the research significance. Chapter 2 discusses the marketing development process of the modern commercial banks and the creative mode of the commercial bank marketing theories. Chapter 3 relates to textual key point, which is the commercial bank product combination and the product combination design. Chapter 4 discusses the challenge that commercial banks face and the necessity to execute the product combination design. In Chapter 5 by the support of above depiction, the author carries through demonstration analysis with the marketing case between China Merchant Bank Yantai Branch and the Yantai Harbor Group Corp.