China's Commercial Banks, Marketing Management,

Commercial bank of China has faced with buyer's market, and competition among bank has completely spread since 1990's. After China joins WTO, foreign capital bank is going to compete with commercial bank of China by abundant capital, low cost and service in high quality. Remaining invincible in competition, commercial bank of China must set down proper strategy.First the paper looks back the marketing actuality and question in existence. Then the paper analyzes the marketing environment-client environment, rival environment, finance policy, law environment, money market environment, politics environment, and economic environment. Third the author summarizes bank market subsection and target market.Aiming at that commercial bank of China has the same market orientation strategy, the author makes suggestion as follows:(l)medium-scale and small-scale commercial bank of China don't carry out "following market orientation strategy", (2) large-scale commercial bank of China should not in the long run carry out "following market orientation strategy", (3) large-scale commercial bank of China should carry out "different type market orientation strategy".According to competition tendency and advanced marketing theory of foreign bank, the paper puts forward the integer marketing theory. It includes interior marketing, traditional marketing, and mutual marketing. The paper discusses them in detail.After China joins WTO, commercial bank of China was struck by foreign capital bank. The paper points out the corresponding strategy.