A Strategic Marketing Analysis On Hanzheng Road District For Wuhan Commercial Bank

Commercial bank marketing (CBM) is the combining of marketing theory and commercial bank management theory. The basic contents is about the combination of financial sales and marketing strategy which are built on the foundation of financial market subdividing.This thesis stands on the forefront of the domestic CBM, using the first-hand true data to practice the CBM theory, suggesting many constructive opinions. Which are very useful in the bank marketing.This thesis aimed at the economic and customer's features, studying on the Hanzeng district customers' demanding features and subdividing of local financial market, proclaiming that the Hanzen district customers's demanding are forcus on the banking settlement, service price, target customers's special service, differential service, while they are not keen on the bank credit. After analyzing the competition situation of the Hanzeng district, elaborating on the Wuhan commercial bank's defect and superiority on the individual marketing, company marketing, settlement service marketing, asserts management, supplying the reasons for the next decision on local development.This thesis also undertakes the analyse on market subdividing, product strategy, price strategy, sales distribution strategy, sales promotion strategy, analyzing the local marketing strategy's effectiveness, it point out that the bank's orientation policy in this market is not clear, the high technique product is rare, the products are lack of difference, the customers' information's collection and process management are defect, the pricing method of financial service is not reasonable, the level effect for price can not be fully used, the sales promotion is unsystemic and lack of combining strategy, the developing and maintaining expenses for customers are relatively high, the location for bank branches is not so rational, and they can't archive joint forces to face the market, the management expenses is also too high, the banking card service has not been popularize efficiently.Building on the above basis and combining the CBM strategic theory, this thesis originally argue that at the present the Wuhan commercial bank should adopt the "steadily penetrating strategy". At last, on designing the marketing plan, the thesis combines the local market with the Wuhan commercial bank, putting forwards many constructive and feasible plans, discussing on the marketing system, banking marketing mechanism reforming, combining of the Product, price, promotion, distribution, perfecting the CIS strategy. Suggests some new thought on the marketing strategy reforming, banking service pricing, management of target customers, such as the establishment of differential price and service system for target customers.