Study Of Marketing And Management Of Commercial Banks

With the slowing down of the world economic growth and the rapid development of non-bank financial institutions, fund demand of commercial banks decreases relatively. Therefore, commercial banking changed from "the seller's market " into "the buyer's market " in which competition has been much intenser. Then marketing management in commercial banks becomes a trend of world. At the same time, considering micro- finance mechanism and the impact of competition after entering WTO, we must speed up the study of marketing management of commercial banks.According to points of Kolter, marketing management of commercial banks refers to a full process and system of management in which commercial banks through the course of survey, analysis, making decisions, execution and control to set or hold relations with aim markets and to satisfy clients under scheduled goal. Marketing management is a new idea that centers market and is oriented by demand. So it takes market demand as start point and end-result involving all resource management. In the end, acting as an adjuster, it occupies an important position.However, since it's too soon from when marketing management was introduced in Chinese banking, great distance exists comparing with developed countries. Some people hold unilateral or mistaken awareness of it; marketing falls short of efficiency; marketing functions are divided seriously; and banks management is restricted by factors of government policy, basic market conditions, system and mechanism, human resource, bad assets and so on. In other words, traditional selling management model dominates banking, which can't meet the needs of the development of market economy. Fortunately, the outer market conditions comes better; the control on banking loosens; the commercial awareness of banks is waking; and interim and individual business prosper, commercial banks in China somehow gain access to marketing management.To enhance marketing management for banks in China, from macro-point ofview, the government should favor performance of marketizing of banks, should lay importance on law construction and establish integrity of social credit system. What's more, from micro-point of view, commercial banks should put into operation of strategies of detailed market dividing & locating, rationalization, technology, people of ability. And they also should take advantage of multiple products, integrated marketing place, normal pricing procedure and risk management.Innovations in this paper mainly have three points: first is the sum-up of theories of commercial banks marketing management in and out our country, which is not common work; second is the detailed illustration of features and trend in world banking; third is positive analysis on marketing efficiency of China in use of CRn model, which is followed by countermeasures and suggestions.