China Construction Bank In The Civilian Air Transport Industry Marketing Strategy

With the encouraging paces towards WTO and an open world, some fundamental changes are currently perceptible under a new financial environment in China. Commercial banks nowadays face complicated and rigid business latitudes with observing an increasing competitive market. Developing speed, marketing skills, and timing determine winners among the competitors. Comparable advantages belong to those who are always standing by to grab the opportunities.After 50 years developments as a vital component of national economy, civic airline transportation industry grows to be a high-end client of commercial banks due to its profitability, and large scales. China Construction Bank (CCB) partners airline transportation industry strategically in term of its marketing focus and financial tools R&D. Under current market restructuring of the airline industry, the topic of my paper accounts for the magnitude of marketing strategy of CCB toward the airline industry.The paper elaborates the current state of marketing strategy of the CCB toward the airline industry, checks the further needs of financial services by using the fundamental analysis, and offers the future strategic alternatives to solidify core competitiveness. The paper is organized as follows. With summarization of civic airline industry of China, section 1 presents the analysis on main problems during the developments and factors influencing the developments of the industry as well as the analysis on generic state and profound impacts of market restructuring of airline industry. Section two characterizes the specific demands on financial tools from civic airline clients such asairline companies, airport companies. Based on probing the current sales and marketing strategy of CCB, section 3 accounts for the main problems exiting in CCB's corporate banking business in civic airline industry. Section four offers the specific implementation of marketing strategy of CCB, which includes analysis of banking values, product tactics, pricing tactics, among which, focus falls on the product tactic, that is the pertinent products and services of CCB towards a industry. Section four also address on being aware of industry risks, and studies on operation / non-operation risks. Finally the paper gives advice on the business evaluations toward the various types of airline companies.