Research On The Marketing Management Of Jilin Bank

With the full opening of China's financial markets and the accelerated pace of financial globalization, China's banking industry operating environment, management methods and competitive situation has undergone great changes. With the joint-stock banks and foreign banks continue to enter, Jilin banking industry is facing unprecedented pressure, various businesses are facing fierce challenges. The face of the banking industry in Jilin Province buyer's market a new environment, in order to compete in the fierce competition and maintain a client, to seize the market, Jilin, banks must take on the financial products and services marketing management to a strategic point of view onto. Therefore, to explore how to enhance the marketing competitiveness Jilin has important practical significance. In this paper, theoretical studies start with a brief introduction to the marketing of western commercial banks course of the development and marketing of the theory of evolution; and then through the analysis of the Jilin bank marketing situation and existing problems; and then use SWOT analysis, pairs of Jilin banks environment for a comprehensive analysis, pointing out that Jilin banks existed in the management of marketing strengths, weaknesses, and face the opportunities and challenges; At last, Jilin, Jilin Province, the banks themselves and financial needs of the situation in a targeted manner to enhance Jilin raised Management of bank marketing strategies and countermeasures. Is divided into four chapters:The first chapter on the marketing management of commercial banks meaning, features and development process. Marketing, marketing of commercial banks, the concept of academic study is roughly from the 20th century, the fifties and sixties began. In 1958, American Bankers Association (ABA) annual meeting was first put forward the "bank marketing" concept, but only simple and limited to the banks of marketing, "Advertising and Public Relations." At that time, only a few banks to try to use advertising and other marketing methods and means. Combining the actual situation of China's commercial banks can be considered, commercial banks, commercial banks marketing in the modern concept of marketing under the guidance of the financial market-oriented use of its advantages in resources, innovation and the application of integrated marketing tactics, to profitable banks sell financial products and financial services to customers in order to meet customer needs and achieve the goal to maximize the profitability of banks in a series of management activities. By introducing the homogeneity of banking products, intangible, special, strict nature of several aspects of sexual and risk characteristics of commercial banks shows marketing features. Next, by Western countries, commercial banks, five stages of marketing and narrative explaining in detail about the marketing of the development process.The second chapter of the Jilin Bank Marketing and problems of the status quo gave a comprehensive explanation. First Bank of Jilin has a brief introduction. Jilin Bank Co., Ltd. (hereinafter referred to Jilin Bank) is located in the financial industry is not very well developed, Jilin Province, is China Banking Regulatory Commission and local government to support the State Department's strategy for revitalizing northeast industrial base, on October 10, 2007 established a Regional of joint-stock commercial banks. Jilin Changchun City Bank in the original commercial banks based on the absorption of the merger with the commercial banks in the province of Jilin, Liaoyuan City Credit Union approved the name change later, Jilin Liaoyuan City commercial banks and urban credit cooperatives, also changed to a limited stake in Bank of Jilin Company Jilin Branch, Liaoyuan branches change in their respective branches Jilin Bank Co., Ltd. branches. In November 2008, 12 months and in April 2009, Jilin Bank, through the merger of four parts of the city to absorb the letter agency set up a Hakusan, Tonghua, Siping, Songyuan branches, the new branch of the Yanbian, White City Branch. At present, the bank head office is located in Changchun, Jilin City, a total of Jilin, Liaoyuan, Hakusan, Tonghua, Siping, Songyuan, Yanbian, Baicheng eight branches, 366 outlets.Jilin Bank since its inception, based on the local regional commercial banks, market positioning, earnestly fulfill their social responsibilities, adhere to service areas, services for SMEs operating purposes, and constantly promote product innovation and service innovation, improve service quality, expanding the scale of assets, management and constantly improving efficiency, social influence, growing market competition, and the successful introduction of strategic investors to achieve to increase their investment, creating extraordinary results, to support the economic development of Jilin Province has played a positive role. From the city transform into a regional commercial banks, joint-stock commercial banks, the Bank of Jilin has accelerated the pace of development, continuous innovation and integration for business to carry out a new stage of development. In the course of development, Governor Tang Guoxing proposed to build "process bank" idea: Stick to the "customer-centric" concept, in order to make a breakthrough in the reform of company's business to conduct a more thorough business process reengineering, initially built up a market-oriented , customer-oriented business model and management processes. "Process Bank" slogan put forward, which means Jilin Bank to improve the functions of marketing services to build front, middle risk control is tight, and back-guarantee support for a strong model of a modern commercial bank operating pushed the track.Secondly, through the Bank of Jilin progress in marketing management to prove Jilin bank marketing achievements. Jilin Bank continued to deepen marketing concept, put forward the slogan of the bank building process; targeted at small and medium enterprises, ongoing innovation in financial products to speed up network construction; continue to broaden marketing channels promotions escalating and step up publicity.Finally, an objective description of bank marketing and management of Jilin some problems. The first is marketing, there is still a one-sided idea, mainly for the neglect of relationship marketing, marketing organizations are not perfect; Secondly, the product "homogeneity" of the phenomenon of serious, can not meet customer needs at multiple levels. Performance in product development and innovation mechanism is not perfect, ignoring consumer guide. Thirdly, distribution channels, lack of strategic planning. Reflected in the distribution network is not enough economic, self-service banks lack a reasonable guide, Internet banking is not mature enough. Fourth, the promotion level is not high. Finally, the high-level and high-quality marketing talent shortage. Expressed in a small number of professional marketing personnel, marketing personnel, inadequate incentives for restraint, the marketing staff team-building not in place. Chapter III, Jilin bank marketing environment SWOT analysis. First, the use of examples of what is SWOT analysis, followed by Jilin Bank of strengths, weaknesses, opportunities and challenges in four areas of analysis, synthesis, concluded that: Jilin bank should speed up the pace of reform, drawing on the experience of advanced domestic and foreign banks, seize the opportunity to complete the strategic transformation and the gradual elimination of their own disadvantage. Therefore, at this stage Jilin bank should mainly take the WO to reverse-type strategy in order to grasp the main market opportunities, and constantly make your own birth defects. To compensate for disadvantage, while the advantage to make use of Jilin has been to develop marketing strategies for banks in developing step by step manner WO-ST-SO strategy.The fourth chapter, demonstrated in detail Jilin Bank and improve sales management strategies. Divided into four steps:First, a customer-centric strategy for CS. Establish a new full-bank marketing idea; to customer needs and design products for the center; the introduction of "experiential" marketing mode.The second is the implementation of differentiated marketing strategy. Market segmentation and market positioning; financial product differentiation; differentiation of banking services; Bank brand differentiation.Third, the implementation of relationship marketing strategy. To build customer relationship management (CRM); build customer manager system.Fourth, the implementation of financial innovation strategy. Vigorously carried out financial products and business innovation; technical innovation; innovative marketing idea; vigorously promote the building of community banks.