| As Chinese modern market economy develops and finance system reforms deeper, the concept of marketing was already introduced to commercial banking management. Marketing has gradually becoming an indispensable tool for a bank's success in the intense competition. During intense banking competition nowadays, Chinese owned banks start to realize the pressure from the transformation of revenue structure. In order to adapt the completely opened environment on rate market and financial industry, banks need to develop settlement or financing business, etc. In order to get ahead in the competition and to become the leader of settlement business, ICBC Liaoning branch must depend on "customer is God" establish settlement business marketing system to improve customer satisfaction and to increase the competitive ability. To obtain and retain our advantage in the competition, to achieve customers with banks win together, we must emphasize on the marketing activities by a strategy point of view, that is to implement the strategic marketing.The goal of the thesis is to achieve the stratagem from the headquarters and to obtain advantage in the competition. It makes strategic management into marketing study on the base of strategy marketing theory, and analyzes ICBC Liaoning branch's market needs and competition environment from the inside and outside of the bank. The thesis uses marketing theory to classify the market and chooses the target segment by the competitive ability. The thesis provides an over all strategy, goal and guideline for marketing. It brings forward some tactics, such as production innovation, sale promotion, brand create, relationship and colligation marketing. Finally, there are examples to support and explain settlement marketing.The result of the thesis has lots significance, not only in effectively guiding the ICBC Liaoning branch settlement business development, but it is a good sample for the domestic enterprises which are in same line when dealing with same issues. |
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