Constructing Of Customer-led Marketing Pattern Of Commercial Banks In China

After China entered the WTO, the economical globalization tendency expanded further. Liberalization of global trade turned into one kind of leadership tendency. Foreign banks entered in and it urged the money market of China to be further active. Advanced marketing idea of the overseas banks also swarmed into our country. At the same time, competition between domestic banks in China has been increasingly fierce. Commercial banks must set up their own appropriate marketing strategy if they want to succeed in current intense market competition under the condition that they study well on the marketing strategy of domestic and foreign banks. In addition, they must persist in "focus on customers" and remember that one will purchase the market as if he wins customers.This article studies on status quo of marketing strategy of domestic and foreign commercial banks based on the analysis of commercial bank marketing theory and customer satisfaction theory. At the same time, it discusses the constructing of customer-led marketing pattern of commercial banks in China with the study on marketing of Huaxia bank Qingdao Branch.In Chapter One, the author makes a brief analysis and retrospect to the related theory including the marketing theory of commercial banks and the theory of customer satisfaction. Through the summary of previous theory, the author would like to set up stable theoretical foundation for the constructing of customer-led marketing pattern of commercial banks in China. In chapter two, the author carries on analysis and review to the current marketing situation of foreign and domestic commercial banks. In the process, the author also analyzes marketing strategy of the representative domestic and foreign commercial banks. Through the analysis and the summary of overall marketing situation of commercial banks in this chapter, the author wants to build foundation for later building of customer-led marketing pattern of commercial banks in China.