Marketing Strategy Study For China's Commercial Banks

Marketing of commercial banks involves a wide range of issues. Covering four parts, this thesis is designed to discuss the marketing management of commercial banks only at the micro level. Part one discusses the concept, features, and significance of marketing management of commercial banks. As the most important and common form of financial institution, commercial bank is profit-oriented, and its key business is deposit and loan. Marketing management of commercial banks is developed from the marketing management of corporate, and it refers to a set of marketing management activities performed by commercial banks to convey the profitable financial services to selected customers. Part two, also the key argument of this thesis, focuses on the opportunities, challenges and the existing problems faced by the four major state-owned commercial banks in China when carrying out their marketing management strategies. In the first section, the author analyses the opportunities faced by commercial banks at both macro and micro levels. Then, challenges are discussed in the aspect of market mechanism and banking performance. Part three analyses the existing problems in the course of marketing management implementation, based on which several countermeasures are proposed, such as building corporate culture, speeding up financial innovation, business internalization, expediting electronics building and talents training. Part four is concerned with the developing trend of marketing management of commercial banks in the information era and how to make marketing innovations to meet the demand of the new era.