State-owned Commercial Banks Marketing Strategy Research

Study on Marketing Tactics of China's State-owned Commercial BanksPostgraduate: Wei ManqiuTutor: Dr. Huo XuexiAbstractWith the further reform and opening, China's state-owned commercial banks appear to be in disadvantageous position facing fierce competition. For they assume an important role in the development of national economy, strengthening these banks?competitiveness has become an urgency. To get it well done, this paper focuses on the marketing policy of the state-owned commercial banks.Firstly, it examines the evolution of the state-owned commercial banks?marketing according to reform in finance field. Having analyzed the problems and causes, it points out that the banks?property right, organization system and personnel management are important obstacles in marketing activities. On the basis of previous analysis, it comes out:(l)Setting up the property system for the state-owned commercial banks in light of modem bank system.(2)Reorganizing by customer-oriented and market-driven criterion.(3)Applying concept of internal marketing to the personnel management.Finally, taking into account the coming opportunities and challenges, it gives suggestions to strengthen China's state-owned commercial banks marketing ability by formulating the marketing mix:(1 )Accepting innovation-driven product policy.(2)Adjusting the marketing channels toward profit orientation.(3)Fully using the promotion tools, especially advertising and personal selling.(4)Implementing internal marketing to establish customer-oriented and service concept in staffs mind.(5)Performing Cl strategy to strengthen the physical display.(6)Upgrading human skill, investing in more effective capital goods and searching for customer cooperation to perfect the service process, and finally make customer satisfied.