Discussion On The Marketing Management Of Commercial Banks

Following the circumstantial establishment of the socialized market economy mechanism, the commercializing step of the state- owned banks is accelerated. Due to the inter-bank competition intensifying, internal operational risk deepening, the financial asset quality deteriorating, the ratio of non-performance loan roaring and the margin of the profit shrinking, commercial banks are facing the changing of their operational environment both from the internal and the external. In order to keep and expand the market ratio, and become a survivor in the competition, the problems of how to strengthen them competitive ability and profit-earning ability are raised to all the state-owned financial sectors. All of the above- mentioned require Chinese commercial banks to establish the idea of marketing, to adopt the client-oriental extensive operational policy, meanwhile to keep on the renovation and providing various products to satisfy the demand from all kinds of clients. In this way, the study of the strategy of operational management becomes more and more important. The self-characteristic of commercial bank is defined that it is a comprehensive and multi-functional financial enterprise whose aim is to seize the most profitable income through conducting the assets-liabilities and brokerage business by utilizing the currency and credit. So, the theory and practice on the enterprise marketing that developed by the end of 50's is totally suitable to the operation and management of the commercial banks. Base on the further reform of the financial system and commercialization of state-owned banks in China, the practices of the marketing management in the commercial banks begin. But the discussion of marketing management within the banks is still initial, and utilities of the theory do not cover the all sector. There are still some further development must be conducted on the field not only of upgrade the standard and technical quality of the financial products, but also of the pricing networking and promoting of the products. By studying the international marketing management theory and practice, combining the situation of the Chinese financial sectors, the author tries to make a comprehensive study on how to develop and prefect the strategies of the marketing management for the commercial banks of China both on the flied of theory and practice to upgrade the whole sector's management quality. The study mainly comes from the financial products'innovating, pricing, sales channel tapping and method of promoting. This essay is divided in 4 parts and totally 30,000 words. As the initial sector, the first part of this essay gives us an idea of the intermit relations, of which including two parts, between marketing and the operational management of the commercial banks. Firstly, the concepts of marketing and commercial banks'marketing management are introduced. The marketing is that to satisfy the clients'demand and to fulfill self operational task in the keeping on changing market, the enterprise sales the its suitable product and service to the clients in a good time, reasonable price with proper method and place. This is the general concept of marketing. Since the commercial bank is a kind of special financial enterprise conducting the transaction of currency, the general concept of the marketing is naturally good for it. The concept of the marketing of commercial bank is introduced as following: it is a kind of management operation...