China's Commercial Banks Marketing Management Research

In recent years, China's banking sector has experienced earth-shaking changes, New joint-stock banks vigorous development of China Construction Bank, Bank of China, ICBC has changed listed shares, the ABC is also steadily pushing forward the reform.However, because of our historical reasons, the reform of China's commercial banks has remained relatively stagnant.What we should do to face the foreign commercial banks is what we should seriously think about.China's modern commercial banking system can be said to be from the 20th century in the late 1990s. As a commercial enterprise, China's commercial banks must also be guided by the market. With the traditional market pattern was broken, and the new market structure has not been fully established, China's financial markets are faced with a situation powers fighting for supremacy. To enhance their competitive edge in the market they must use marketing.So by analyzing the status of China's commercial banks marketing, drawing on Western commercial banks' advanced sales and marketing experience to find out the causes, to explore China's commercial banks for the development of marketing measures,has a very important reality significance.This paper is a method of linking theory with practice, using empirical analysis and comparison analysis method to study the issue, first of all, introducing the theoretical knowledge of marketing, including commercial bank marketing concept, characteristics, and the content of the study, The third chapter undertook a review of the development process of the marketing of Chinese and foreign commercial banks, and study three major developed countries marketing situation.Then comparing the two.Chapter IV are the main issues of the research and analysis .Through analyzing the actual situation in China's banking industry summed up the problems that exist in marketing: marketing idea is not ripe; homogenization of marketing operations; errors in marketing. At the same time the causes of these problems were deep-seated analysis. Part V is in the fourth chapter of the study proposed on the basis of the development of China's commercial banks marketing solutions. Including three parts. First is the preparation, The Second is the premise for the three strategies. The third is the marketing tactics. Chapter VI is the conclusion of the study.