Research On The Marketing Strategy Of The Tianshui Branch Of Lanzhou Bank

Marketing is one of the important activities of the economic management, including bank, therefore, the successful implication of the marketing strategy is the key of the continuous development and survival of the bank. LANZHOU Bank is the unique civic financial institution, establishing the TIANSHUI branch in Nov.2008. As a new insider, if the LANZHOU Bank want to keep and expand the marketing share and pursuit the development in the fierce competition among other banks in TIANSHUI, attaching importance to the implication of the marketing strategy will be the important way to build the different competitive advantage.The thesis is on the basis of the marketing-composing theory--4ps theory, applying the method of integration theory with practice and comparative analysis to analyze the present marketing situation of the TIANSHUI branch of LANZHIU Bank and point out the existed problems under the present marketing situation. Through the all-round analysis of marketing environment, we'll definite the location of target market and design a set of marketing-composing strategy, comparatively fitting the development of the product, price, channel, marketing and personnel and put forward some related complete measure in the implication of the marketing strategy to improve effective and sciatic implication of the marketing strategy.The thesis aims at the combination of the real situation of the TIANSHUI branch of LANZHOU Bank to lay down its marketing strategy, which has the instructive meaning and real practicability for the bank to hold the marketing location and lay down the marketing strategy and has the useful meaning for the development of commercial Bank in other middle-sized and small-sized cities as well.