Building Up Synergistic Marketing Pattern Of Chinese Large-scale Commercial Bank

With the development of banking reform and the beneficial stimulation of the economy, Chinese large-scale commercial banks have achieved remarkable development in capital, business scale, service and competitiveness. However, Chinese large-scale commercial banks are facing the serious challenges for the expansion of foreign banks and the global economic crisis. Their problems of marketing management are exposed gradually. Due to the long history of traditional planned economy, Chinese large-scale commercial banks are lack of modern marketing ideas and strategies. Now, the market economy system has been established, market-oriented banking reform has got remarkable achievement. There are great changes in the financial market, such as the fiercer competition in the banking industry. It becomes an important research topic for Chinese large-scale commercial banks to find a low-cost and high-profit marketing model. Synergistic marketing is such the mode. It's based on the cooperation between the organizations or individuals to share the business cost and improve their profitability. Studying how to build up a synergistic marketing pattern is very important and significant for Chinese large-scale commercial banks.Based on synergy theory, the definition and classification of synergistic marketing are described in detail. Farther, the differences between synergistic marketing, strategic alliances, integrated marketing and deep marketing are expatiated in the paper. Based on the domestic and foreign research results, the theoretical basis and mechanism of synergistic marketing have also been bewritten in this paper.Secondly, this article displayed the business model of Chinese large-sale commercial banks and its development trend. The drive and key factors to establish a synergistic marketing mode are also been summarized in this study.Finally, based on related cases and researches at home and abroad, this paper presents how to build up a synergistic marketing model. And then with Chinese large-scale commercial banks operating reality and the experiences of internationally renowned banks, three significant performance elements are summed up. Last, as an important part, conflict management and risk management are explicated. At present, there are a lot researches about the synergistic marketing, but the results is still deficient and lack of systematic research. Large-scale commercial banks are an important economic group. So it has very important practical significance to research synergistic marketing of Chinese large-scale commercial banks. The principal innovation of this article is to build up the theoretical model of synergistic marketing, and propose specific solutions.