Research On Promotion Of Marketing Competitiveness For China's Commercial Banks

In recent years, the financial system reformation of our country is further deepened,The speed of financial globalization is accelerated in the international word. Our country fulfills the commitment that the domestic finance will be opened to the outside world in an all-around way after entering the WTO. While changing the domestic banking competition pattern, these will bring market competition pressure to domestic commercial banks unavoidably. Comparing with foreign banks, the domestic banks are facing the even more serious problem of insufficient marketing ability which fettered the function of marketing competitiveness. The problems include insufficient customer-oriented consciousness, limited ability of products innovation, low-level management of differentiation, unimproved marketing organization and mechanism, etc. Therefore, it is of positive and practical significance to explore how to enhance the marketing competitiveness of domestic commercial banks in the overall opening environment of finance, and that is also the objective of this paper.This paper combines the self characteristics of our country's commercial banks, Points out the marketing competitiveness is composed by three factors: marketing concept and culture, marketing organization and mechanism, marketing strategy and tactics. Promotion of marketing competitiveness depends on the efforts on the three respects. There are five parts in this paper altogether. The first part is an introduction on the background, objective, references, methods used, definition of marketing competitiveness and its component factors. The second part is an analysis on marketing environment and current situation, including international environmental factors such as capital circulation, investment and trade liberalization, financial globalization, domestic environmental factors such as exchange rate reform, interest rate marketization, industry competition pattern, and the current disadvantages existing in the marketing of domestic banks, then it brings forward the realistic need of enhancing marketing competitiveness. The focal points of this paper are from the third to the fifth parts which explore the methods to solve the above problems. The third part is an exploration on establishing the foundation of marketing competitiveness with advanced marketing concept and culture. It discusses how to shape the marketing concept and culture in an opening competitive environment based on CS concept, banking culture and innovation consciousness. The fourth part is an exploration on establishing rational organization and mechanism to make sure that the marketing competitiveness can be formed. It discusses how to make strong guarantee for successful marketing through organization building, clients manager system and products manager system. The fifth part is an exploration on enhancing marketing competitiveness through efficient strategy and tactics. It brings forwards some concrete methods to obtain marketing superiority, such as market segmentation, products innovation, affiliate marketing, brand competition and internal marketing, etc.