Research On CBC Marketing Strategies After WTO

Marketing research is a comparatively new concept in financial field, and its theory and practices are obviously in fashion. Actually, marketing is a combination of art and science. In Kertale's opinion, marketing strategies vary according to demand. Therefore, using the experiences of other countries for reference, a research on the marketing strategies of CBC is a task both theoretically and practically significant in promoting effectively the core competitive ability of CBC.Firstly, this paper analyses the characteristics of CBC's products with that of other enterprises, and discusses its intention on marketing and the differences in nature and behavior compared with that of the others. Moreover, it points out CBC's renewal on marketing concepts through the combinatorial theory of 4Ps, 4Cs, 4Rs and 4Vs. It also states the developing process of both the western commercial banks and the CBC, and has therefore laid a theoretical basis for the following discussion.Secondly, in connection to reality, this paper analyses the existing problems on CBC's marketing process from five aspects: marketing awareness, marketing behavior, marketing location, products innovation, talents mechanism, restriction of inner and outer environment. Then it points out the necessity and urgency of CBC's perfecting its marketing strategies from constitution reform, market demand, market competition and technical aspect. Furthermore, it explores the developing tendency of CBC's marketing and raises the viewpoint that CBC's marketing concepts should vary to time and circumstances.Lastly, based on the changes of international financial market and the developing tendency of domestic marketing theories of CB, this paper discusses the different implications and characteristics of four marketing concepts and strategies: differential marketing, brand marketing, network marketing and rectification marketing. In connection to the current situation of CBC, through the international and domestic marketing cases, this paper concludes: all starts from the market is a prerequisite, financial products innovation is the core, marketing talents are the key, technicalforces are the insurance, overall long-term benefit is the destination. If it can truly hold these intentions, continuously research on market variations, and often adjust its marketing concepts and behaviors, the CBC will certainly improve its core competitive ability.