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The Marketing Status Quo Of China's Commercial Banking Services And Strategic Research

Posted on:2004-02-06Degree:MasterType:Thesis
Country:ChinaCandidate:H ZhaoFull Text:PDF
GTID:2206360122975924Subject:Business management
Abstract/Summary:PDF Full Text Request
Since the debut of marketing in American commercial banking in 1950's, it has become an indispensable part of the development strategy and operating mode in commercial banks. And the thinking of service marketing has penetrated in the management and running of banks every day, it effects all the important decisions of banks.After reforming and opening for more 20 years, the situation on many sides of main body of commercial banks in China is forming gradually. Bank is the seller market now, the times of waiting for the customers in the house has been gone. However, comparing with the financial products and service marketing of mature countries' commercial banks, our commercial banks have big gap including marketing thinking and marketing model. Recently, our commercial banks have perceived that bank should care for the public relations, build good social image, consider advertisement planning and marketing, establish customer target markets, and offer initiative services and develop the potential customers. But, commercial banks in China have not been into the phase that building bank marketing culture, customer-oriented marketing, satisfying and creating the demands of customers.The article quotes a lot of examples about of bank marketing, it understands the meaning, strategy and skills of bank service marketing from the operating lever, and points out the circumstance and lacking of commercial banks in China. Meantime, it presents the developing tactics that improving the circumstance of commercial banks in China through drawing lessons from the advanced marketing experiences of the famous banks in the world.The article consists of 5 parts:The first part, it introduces the basic concept and development situation of thecommercial bank service marketing simply;The second part, it describes fully the marketing gap between commercial banks in China and advanced banks in the world, and the misunderstand for the service marketing by the world ground;The third part, it introduces the thinking of service marketing because of the lacking of commercial banks marketing in China, notices the internal marketing for the employee and the diversity marketing;The fourth part, it points out the tactics system of commercial banks marketing in China should .especially, it discusses the tactics of "3P";The fifth part, it looks ahead the future of the bank service marketing. Our commercial banks should hold the essence of the "service" to develop, mature and perfect in the ground of global economy.
Keywords/Search Tags:commercial banks, service marketing, CS, Internal marketing, tactics of "3P", service marketing tactics of "7P
PDF Full Text Request
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