Marketing Strategy Of Retail Business In The State-owned Commercial Banks

With China entry WTO, the foreign funded banks have come into Chinese markets step by step in an open orientation, and focused their competitive emphasis on retail business, which further intensified the competition in retail business field. Under this background , making active research on current marketing situation and tendency of state commercial bank's retail business , analyzing the problems caused and finding out their solving methods, standardizing marketing management and inspiring system, are not only meaning for marketing academic theory, but practically significant for state commercial bank's marketing.This article gives statements in five parts:In the first part, the article mainly analyzed the necessity of state commercial bank's retail business marketing. At beginning, It gives explanation of definition and classification, characteristics of commercial bank's retail business; Then, gave statement of necessity of commercial bank's retail business from three aspects in terms of commercial bank's self development, customers' demand variations and fierce market competition.In the second part, the article mainly introduced marketing characteristics and history development of commercial bank's retail business, present marketing state of domestic commercial bank's retail business and briefly introduced three typical marketing strategies in foreign countries.In the third part, the article mainly analyzed problems in commercial bank's retail business, and the problems exist based on many aspects from the point views of product, price, promotion, channel and personal factors.In the fourth part, the article mainly stated how to establish and perfect marketing management system including organization structure, marketing human resources group building and marketing management system establishment.In the fifth part, the article mainly stated current marketing strategies of state commercial banks and gave specific statements of marketing strategies from the aspects in terms of market partition and orientation, products strategies, price strategies, promotion strategies, channel strategies and advertisement strategies.