Commercial Banks Differentiated Marketing Strategy

Commercial bank is a special enterprise which provides capital to customers as well as related service. It meets the target that makes the profits the most through its products as well as adequate and systematic service. Any bank possesses limited recourses, so it can not afford all the demands of the financial market Hence, how to advance the integrating of utilizing level of recourse, make recourse become an optimizing configuration, to realize the maximization of the profits turn into the confrontation of the Commercial bank.For China Commercial bank, it further abates its governmental function after the banking system reformation. China Commercial Bank has become the enterprise in meaning. Chasing the most profits is the ultimate target of each Commercial Bank in China. But, it faces austere reality. First of all, the in burst of foreign banks make Chinese market their centre of global strategy. It brings more cutthroat competition. In the next place, due to the short development duration of the Chinese capital market, we await further training of the client group. We especially lack top customers. Thirdly, banks have low marketing ability. It due to the inconsistency between two factors: the improving requirements aiming at banks from the customers, and the lack of talented person which can meet all kinds of demands of customers. All the elements mentioned above promote Chinese Commercial Bank to adjust its marketing strategy.The text starts with analysis of the sharp market competition that domestic financial industry faces, combined with the management and administration status of Chinese commercial banks, on the basis of researching the traditional marketing theory. It introduces different marketing theory into the marketing process of banks. Contra posing marketing differentiation and differentiation customer management, we discuss the concrete application of marketing differentiation strategy during the process of changeover of the Bank Outlets for chasing the targets of cost leading and profit maximization.The main finding of the text is:1.Analyzing the marketing competition of domestic banking and the management status of each commercial bank.2.Introducing differentiation concept, making analysis of its necessity and feasibility.3.Investigating the differentiation marketing and differentiation customer management.putting forward the total quality control of commercial bank, business process standardization and the constitution the service of various products aiming at different customers on the basis of differentiation management.