China's Commercial Banks Marketing Management And Strategy Research

Along with establishment of marketing economic system of our country, reformation of National Commercial Banks and uninterrupted foundation and growth of the Joint-stock Commercial Banks, the macro-surrounding outside and micro-surrounding inside of commercial banks have been changing a lot. Competition among banks gets very fierce. The operating risk in the financial industry gets more and more. The quality of financial assets is continuously getting worse, and the profitable capability gets smaller and smaller. In order to keep or enlarge market share, raise competitive capability, and increase profit, the commercial banks in our country have to build up the concept of marketing management. They must use the concept of viewing managerial strategy as a whole what considers customers are the heart of management. The commercial bank must increase the capability of business innovation, provide a variety of services to satisfy different needs of customers and strengthen the strategic research of management. At present, the practice of marketing management in the commercial banks in our country still stays in initial stage. They can not use marketing theory systematically and comprehensively. There are many shortages not only in valuable combination of product, price, place and promotion, but also in process management such as plan and control. In the thesis, the author's purpose is using the marketing management theory and practice of international commercial banks, combining the success and failure of marketing management of commercial banks in our country, probing into how to improve and develop the theory and practice of marketing management in our country from the planning of marketing strategy, market division, combination of marketing means and control, and raising the management level of competence in our financial industry.The thesis has three sections.In the first section, the author describes the link between marketing and management of commercial banks. It includes four points。 The first give the concept of bank marketing. The second introduces the developing course of bank marketing which began in 1950's 20th century. The third does some research on the bank marketing management models in USA and Japan from market division, ways of service, internal management, etc. The fourth analyses what we can learn from the foreign models .The second section analyses why commercial bank in our country used marketing management from macro and micro-surrounding, describes the status quo in 4P of bank marketing management in our country, and analyses the cause of problems and difficulties in adopting the idea of marketing, establishing marketing mechanism, selecting and fixing position in divisional market, systematization of marketing management and 4P.In the last section, the author suggests how to improve and develop bank marketing management in our country. The commercial banks in our country should improve the managerial opinions, systematic management, internal structure and marketing combination, etc. In this part, the author gives a case of Huaxia Bank. Otherwise, the macro-surroundings of bank marketing should be improved step by step. The reformation of market economic system and banking system should be quicken.