A Study On Customer Banking Products' Comparing And Marketing Strategy Of Commercial Banks

As an acceptance of becoming member of WTO, In the year of 2006, Chinese financial market will open to foreign financial institution in an all-round way, and domestic banking will face more active market, more challenging and more drastic competition. This requires domestic financial enterprises put forward marketing strategy, and fully excavate the financial market potential in order to gain favorable position in the competition.This paper is to the research of customer banking marketing of commercial banks. Its purpose lies in: (1) Combining with marketing theory to introduce development of banking marketing. (2) On the basis of marketing theory to probe into the products marketing characteristic of commercial bank as service enterprise. (3) Comparing the structural characteristic of customer banking products between domestic and international main commercial bank, and in the aspect of difference among the main domestic commercial banks' customer banking products and consumption behavior of customer to detect current marketing situation of domestic commercial bank's customer banking products, and try to put forward the corresponding marketing tactics.This paper takes horizontal comparing and marketing survey methods to open out problems and seek solutions. The main research features embody in the following three points: Firstly, it studied empirically the difference intensity of customer banking products on present domestic financial market, and propose the differentia marketing tactics pointedly;Secondly, it obtained the data by the way of questionnaire investigation and portrayed the consumption behavior of bank customer, and confirmed the important function of the state of customer's colony in the commercial banking products at consumption psychological angle;Thirdly, it run through advanced marketing concepts such as " relation marketing " , "service marketing " , " combine marketing " and " database marketing " in the course of whole research.The research's conclusion can be come down to the following several points:(1) The customer banking products of external commercial banks have already got rid of traditional producing in batches on a large scale, turning to the stage offering the individualized, multiplex services to the customer of different estate. It has formed a complete and abundant variety structure, and has a high level of electronization, networklization, added value and knowledge content. What the foreign commercial bank particularly paid attention is to build and manage the brand of customer banking products, and take this as the foundation of one's own sincere management. They also pay attention to the promotion of the overall image of the bank and service quality while keeping the customer's brands loyalty.(2) The customer banking products of commercial banks in China still remain a stage of producing in batches on a large scale, so it has simpler product structures and unobvious products arrangement difference. For example, domestic products are mainly the types of financing and bank credit cards, and the products or service under the same classification has greater homogeneity from form to function. Consequently domestic products can't offer crossing type or assorted type service for customer meeting their various demands. The domestic commercial banks' understanding of banking product brand comes to the surface, so they lack the maintenance of long-term value turning to pursue expediency efforts such as the effects of extensive advertisement.(3) Bank customers' demands on banking products' function and service are different because of their different age, income and family's structure, so for the domestic commercial banks, it is feasible to launch marketing strategy through carrying on subdividing market and confirming the target market to conduct products innovation. Traditional morals and ethical values are influencing the customers' consumption motivation on customer banking products to a great extent. Bank customers demonstrate a characteristic when they choose banking product, which is they are apt to consult and imitate their family and living colony's consumption habit.