Commercial Bank Of Integrated Marketing

This paper discusses the commercial banks, integrated marketing theory, the article mainly divided into four parts.The article first briefly reviews the marketing theory and theory of international commercial banks, the theory put forward on this basis, the concept of integrated marketing commercial banks. Integrated marketing of commercial banks, followed by a theoretical analysis, introduces the definition of integrated marketing, the importance of the basic forms of work, sector coordination and organization forms. Integrated marketing is defined as commercial banks insist on "safety, efficiency, liquidity," the premise of the principle, through the integration of products and resources, to provide comprehensive financial services to the process. Integrated marketing can be divided into three basic forms, direct marketing, joint marketing and assist marketing, integrated marketing needs of front and back coordination between various departments; the basic organizational form for customer service team. The third part is the focus of the article, mainly on the integrated marketing model are discussed, analyzed the integrated marketing of three basic modes:the supply chain financial services, public-private joint marketing, and package-based financial services. The fourth part is a commercial bank integrated marketing case studies to a highway under the Securities Group and an example, a commercial bank-based financial services package through public-private joint marketing and integrated marketing model case of successful marketing Highway Group.