Theory Of Marketing Of Commercial Bank Of China And Its Positive Analysis

The thesis is the study on the theory and reality of Chinese commercial bank marketing. The thesis uses the research method of authentic proof analysis and takes the theories of marketing, economics of money and banking and commercial bank management as theoretical foundation, on the ground of the research results of other people as well as closely combining the real marketing environment of domestic commercial banks.This thesis makes the research on the history of the development of commercial bank marketing theory, and some systematic study from the aspects of the features and experience of commercial bank marketing in USA and Japan as well as the analysis of the marketing of the personal banks in modern times of China. It considers that different national commercial bank should select applicable strategies in the light of their character of times and features if they want to win. Then it makes the authentic proof analysis on Chinese commercial bank marketing under the frame of marketing theory, and explains the existing problems and their causes of Chinese commercial bank, and puts forward the reasonable countermeasures of Chinese commercial bank marketing.The author thinks the commercial bank marketing theory possesses the rich theory origin and it is a theory system that content is huge. After analyzing the current situation of China's banking industry by modern commercial bank marketing theory finds that China's Commercial bank is in a state of monopoly but inefficient, and modern marketing concepts are immature, marketing organizations are inadequate, marketing activities are irregular, primarily because of our lagging financial system reform, unreasonable operating mechanism of commercial banks and irregular marketing activities, unsound marketing regulatory mechanism. The author suggests that the government should establish a favorable environment for the development of domestic commercial banks, including united and opened financial market as well as the laws of marketing and other methods. Meanwhile domestic commercial banks should adopt market fixed position location strategy, market competition strategy and internationalize development strategy. At the same time, all these strategies need to get concrete implementation in different stages by way of the marketing combination tactics which are product tactics, price tactics, place tactics and promotion tactics .Domestic commercial banks must adopt the feasible marketing strategy with making up the tactics to win in the fierce market competition.The author hopes that these theoretical analysis and research will give some enlightenment and promotion to the marketing development of domestic commercial banks.