The Research Of Yingkou Bank Shenyang Branch's Marketing Strategy

With the farther opening of China's financial market, banking competition intensifies, and foreign banks influx, Chinese banking is multi-layered in the pattern of competition. In the fierce market competition, Yingkou Bank Shenyang Branch realizes that marketing development plays a more and more important role.Yingkou Bank Shenyang Branch introducing the marketing theories and ideas while in practice, but still exist many problems in management by means of marketing. Yingkou Bank Shenyang Branch 's current marketing idea and behavior, which can not adapt to the need of the competition, influence Yingkou Bank Shenyang Branch's competition ability, profit and image.This paper firstly introduces the background and significance of the research, and then reviews the concept of marketing, commercial bank of the concept of marketing, expounds the marketing concept change. In the theoretical basis, the marketing environment is analyzed, through the analysis of marketing situation and the key competitors in Shenyang, we discover the advantage and disadvantage, the opportunities and threats of Yingkou Bank Shenyang Branch. Furthermore, we investigate the marketing segment, target market selection and marketing position. Finally, give Yingkou Bank Shenyang Branch suggestions about new marketing strategies to achieve the competitive advantage in the banking industry.This research's result can help Yingkou Bank Shenyang Branch innovate marketing strategy, improving the competitive advantage, making Yingkou Bank Shenyang Branch improve its profitability, and get success in the banking industry.