Scheme Design For Marketing Of A Bank

Along with the development of reform and open policy of China, financial globalization process has influenced the financial industry of China greatly. Foreign commercial banks take the lead to start their business in China and compete with domestic banks. Foreign banks' participation makes the competition fiercer in banking market of China. Foreign commercial banks boast rich capital sources, effective operation system and strong marketing capacity. Comparing with foreign banks, domestic banks especially state-owned banks are quite weak in marketing. They are in disadvantageous position for the competition.Domestic commercial banks evolved from professional banks of planned economy. They have not paid enough attention to marketing because of long-term monopoly and planned management. Their marketing is at low level. Though the reform of share holding system adopted some marketing methods, the mindset and common practice has not changed dramatically. Marketing has not improved very much. Strengthening marketing capacity of domestic banks to get rid of the disadvantageous situation is a big challenge faced by the state-owned banks.The A Bank as one of the biggest banks of China is as good as some famous foreign banks in capital source, business size, and market share and staff quality. But, its marketing disadvantage leads to the decrease of its customers and becomes a bottle neck for further development. To make its marketing successful, the A Bank must work out an overall marketing scheme and use valuable experience and methods of foreign commercial banks. Through decades of years' development, foreign commercial banks have established effective theories and methods for marketing, which can also benefit domestic banks. But domestic banks cannot copy foreign banks' philosophy in their marketing scheme; they must establish their own philosophy which is the prerequisite and foundation for marketing scheme. With appropriate marketing philosophy, marketing theories and methods can play their role in marketing practice. The establishment of marketing philosophy requires the A Bank create favorable conditions in human resources management, organization structure, commodity design, business procedure, encouragement and punishment mechanism, etc. Atmosphere and environment for establishment of marketing philosophy will promote all staff of domestic banks to aware of the marketing philosophy.