City Commercial Banks Marketing Strategy Research

In the 1960's, a new concept of the marketing theory about bank industry come into being in American ,it built a new relationships between the traditional theory about market-development and the financial institution. In the past 50 years, the financial institutions didn't stop exploring and anglicizing the market. In that process, many foreign use the tool of comprehensive marketing to provide the new finance products and service.For the purpose of keeping the outstanding position and getting the more profits, the financial institution of developed country have known there are some factors are important. For example, as a financial institution, it has to explore and study the real market environment it must face, build and keep the cooperation-relationship with customers, and cultivate the core competitive ability to reach the strategic goal. But, today, the Chinese bank industry is still in stage of advertising to build the public-relationship. Especially, as a chief senior official of a commercial bank that has a little scale, who has to think about the problems that how to get more market share, establish a marketing system do a big development in the future 2-3 years and so on.In above of this paper, the author explained the concept of marketing, then introduced the process of changing. Through comparing with foreign banks, the author point out the issues is now being about Chinese bank.Meanwhile, the suggestions of how to resolve these problems are presented in the paper.In the other hands, the author of this paper study the characters of the personal financial affairs in china and give out the method of "p to p personal marketing ". in the future, The innovation of new information technology that will play very important role in the progress of the city commercial bank.