Study On Marketing Performance Appraisal Index System Of Commercial Bank In Chian

It is almost undoubted that it has become more deeply and widely for the global integration of economy and financial system. Presently, the international competence of the commercial banks in China yet cannot keep up with the foreign commercial banks. To rise up to the challenge of WTO, the reform of commercial banks in China must adhere to the requirement of the management of currency and the framework of a modern financial enterprise system.In market economy, analysis and evaluation of marketing performance is objective request of enterprise investors and creditors evaluating enterprise's benefit and operator's achievement as well as the operators' demands while managing enterprises. The analysis and evaluation of marketing performance can reveal the effect of an enterprise's marketing strategies, judge its marketing efficiency, analyze the causes for its success or failure, which is of great significance towards the improvement of enterprise management, enhancing the effectiveness of marketing decision making and lowering the risks of marketing decision making. This paper use the Marketing Performance Theory as the basis, analysis on the commercial bank's current status quo , analysis on the commercial bank's current status quo of Marketing Performance, and studies the commercial bank's current problem in Marketing Performance. And then, it adopts scientific methods to choose relevant indicators to establish Index System of Marketing Performance, apply the index system to evaluate the Marketing Performance of commercial banks. The paper can be divided into five parts: the first part, mainly giving an account of the thesis research background, Study current situation of the Marketing Performance at home and abroad, Summarize the train of thought and the Structure frame of the thesis research; The second part introduce the theory basis of Marketing Performance in commercial bank; the third part have introduced the characteristic of commercial bank in Marketing, analyze the current situation of commercial bank in Marketing, and analyze the current situation of the Marketing Performance in commercial bank; The forth part be based on design philosophy of Index System in Marketing Performance , Build the system about Index System of Marketing Performance in commercial bank; The fifth part have introduced the process applying about Index System of Marketing Performance in commercial bank.