Marketing Strategy And Tactics Of The Hunan Provincial Agricultural Bank Study

With China's entry into the WTO, China's financial industry is confronted with great challenges. As one of the four state owned commercial banks of China, The Agricultural Bank of China ( ABOC ) has also inevitably be placed into the internal revolt and foreign invasion .In face of rigorous competitions both from home and abroad, ABOC has recognized the great importance of bank marketing and begun to pay attention to it, but it is still short of positive consciousness and effective methods to put the whole bank operations into the marketing mechanism. The most important reason is lack of full understanding of marketing and lack of rational system of marketing.In view of the present situation of ABOC and home financial market, this paper did some research on the necessity of proceeding bank marketing. Moreover, it introduced some experience in service marketing of foreign commercial banks, compared the differences between the international and domestic banks in the field of marketing, and found out the shortage and mistakes that exists in the marketing area of local commercial banks. Furthermore, this article is seeking to bring forth the marketing strategies and policies for the ABOC Hunan Branch by means of theory and practice way, and provided a framework of marketing system for it. Form the author's view, all aspects of marketing need to work together to make sense, such as products, price, promotion and place. It is easy to get one part right, but an internally consistent and mutually supportive marketing plan is great accomplishment.