Study On Marketing Tactics Of China' State-owned Commercial Banks

With the further opening up of financial markets, the rapid development of capital markets, the increasingly intensified inter-bank competition and, with China' accession into WTO, the rushing-in of foreign-capital banks, China' financial markets are shifting gradually from sellers market to buyers market and the operational environments of commercial banks are undergoing profound changes. In an environment of intensive market competition, only if state-owned commercial. banks change their outdated operational and business development strategies, introduce modern marketing philosophy and fully adopt the market-oriented, customer-centered and benefit-targeted marketiag management, and timely adapt products and services to the changing customer needs and business environments, can they improve their competition and market shares and survive the competition. Firstly the paper examines the evolution of the foreign and state-owned commercial banks' marketing according to reform in financial field, Having analyzed the problems and causes, it points out that the bank' property right, organization system and personal management are important obstacles in marketing activities. Finally taking into account the corning opportunities and challenges, it gives suggestions to strengthen China' state-owned commercial banks marketing ability by formulating the marketing mix.