State-owned Banks Into Marketing Strategy: The Road Of Industrial And Commercial Bank Of China

Based on the relevant competition theory and the theory of marketing research and development to recall that the use of HHI index, such as tools for empirical analysis of the empirical analysis, we can see that the existence of China's commercial banking market concentration is relatively high, industry and high barriers. With the banking sector opening up and deepening the market economy, China's banking industry has been demonstrated from oligopoly to monopolistic competition market structure trends in transition, and along with the Government of the banking industry to relax administrative control and cultivating a wide range of bank property forms of policy-oriented, commercial banks monopolize the original pattern will be broken. As the biggest state-owned banks, Industrial and Commercial Bank of China affected by the policy because of the impact of larger, making the bank's own marketing strategy can not be completely in accordance with the market-oriented or business-oriented for the development of cost-effectiveness. Industrial and Commercial Bank of China to compete in the market-oriented mechanism to consolidate the competitiveness of the original, it is necessary to attach importance to set up their own marketing and sales force management. Also required in training, motivation, career development, information systems, database development, promotion, cross-selling and convenient distribution channels, new products and services, such as large investments, making competition in the future to gain good customer.We believe that the Industrial and Commercial Bank of China in accordance with its own characteristics and advantages and disadvantages of the formulation of appropriate marketing strategies, to establish as soon as possible in line with the actual development of the market and have our unique system of marketing strategy in order in the next fierce domestic competition, the formation of a strong competitive force. Based on market structure and competition in the industry combined with an analysis of barriers to explore the China Industrial and Commercial Bank of China faced obstacles and difficulties of marketing, marketing strategy to develop the need for banks to discuss the formulation of marketing strategy in the process of policy proposals and need to pay attention to major issues, effective marketing strategy recommendations.