The Study On The Marketing Strategy Of Bank A Shishi Subbranch

With the entrance into the WTO, banking sector will be widely opened for foreigns' at the end of 2006. Foreign banks will enter into China to compete with the chinese banks. The competition that the commercial banks in the home face will become much tremendous. Bank A is a coutrywide joint-venture commercial bank. Bank A's ShiShi subbranch is subordinated by Quanzhou branch of Bank A and a key subbranch in Quanzhou,It is a main subject to organize and operate the marketing activities. Therefore, It will be informing to study the marketing strategy to direct the marketing activities of Shishi subbranch and push it onto the advanced position in the competition in the future according to the modern theories of marketing and the internal and external environment of Shishi subbranch.This paper summarizes the marketing theories of banking. The theories of marketing include the four"Ps"for the marketing strategy, that is probing, partitioning, prioritizing, positioning, and the four"Ps"for make-up marketing strategy, that is product, price, place and promotion, and the other"P", that is people. This paper analyses the condition and problems of marketing management of Bank A Shishi subbranch, and the importance of improving the marketing strategy. Then this paper analyses the external and internal environment using the external factor evaluation matrix and the internal factor evaluation matrix. And make sure the selection of aggressive strategy of Bank A Shishi subbranch, then make sure the selection of the target markets and marketing location. This paper then presents the concrete improving measure from the aspects of product, pricing, place and promotion. In the last, this paper interprets the measure of improving the marketing strategy management from the aspects of marketing concept, organization, system, human resource and culture.This paper combines the methods of quantitive analysis and quanlitive analysis, comprehensive analysis and comparative analysis, the theory and practice. And this paper takes the theory as the direction, and operates the market survey to study this thesis, presents the marketing strategy and measure to improve the outcome of the marketing of the commerce bank. The author hopes that it will give some direction to the marketing activity of Bank AShishi subbranch and it will give some elicitation and suggestion to other commerce banks in china.