The Study Of How To Broaden The Market Of City Commercial Bank With Marketing Theory

Marketing is a burgeoning applied interdisciplinary subject that appeared and sprang up at the end of 19th century and beginning of 20th century. With marketing activities and rules as its study object, it studies the law how enterprises make commodities and services seasoned with the market need in variety, quantity, quality, price, time and space. Due to its strong practicality, marketing theory should be combined with practice.China's banking has already entered a full-scale competition era, especially the competition in urban commercial banks whose operation area is relatively centralized, retail trade development is relatively weak and operation is based on wholesale trade, facing not only the huge pressure from the state-owned banks and the nation-wide stock banks holding the market but also the fury market resource competition between numerous financial institutions. In comparison with other competitors, city commercial banks, with governmental background, have the relative advantage in familiarity with the domestic market resources and in easy establishment of close relation with the government and the domestic enterprises. But on the other hand, they also have the disadvantage in capital strength, market force, the ability of product innovation and other aspects. Confronted with the fierce environmental change of the outside world, how to suit the market to strive for larger portion of the basic business market has now become a material problem faced by the regional city commercial banks in the development.This article first introduces the basic concept of marketing theory and then analyzes the outside market condition, the strength of competitors in the same trade faced at present time and the problems existing in urban commercial banks. Finally in combination with fact, it studies the two main problems of wrong loan allocation for high-end and low-end customers and singularity in product variety that is difficult to draw customers' attention. It puts forward the implementation measures including product innovation, comprehensive pricing model and combination marketing and clarifies the actual application of marketing theory to the market development of the city commercial banks.This article tries to combine the marketing theory, which is widely adopted in industrial and commercial enterprises, with the characteristic and competitive environment of China's urban commercial banks to determine how an city commercial bank can use the innovative product strategy, differential pricing tactics and product combination marketing to enhance its competitive power. It may play some instructive role in the market development for regional commercial banks.