S City Commercial Bank Marketing Strategy

The modern commercial banks have been regarding operating currency and providing currency-related service as the key business, maximumming the profit as the main organizational objective. As the weak unit in the financial market in most of the Chinese cities, the commercial banks have to build the marketing sense for the need of surviving and competing in the market.Marketing is the kind of function, by which the commercial banks can excite the customers doing business with them. The behavior can not only make the profit, but also meet the customers'needs.However, the marketing behavior in the commercial banks is not equal to the general marketing. It is the kind of activity that regards the profit-maximumming as the main objective based on the financial market demands. According to the understanding for the definition, the commercial banks have to change the concepts in the following 5 aspects:1. Develop the bank-oriented managerial style into the customer-oriented style.2. Change the passive waiting for the customers into the active promoting for our products. In order to realise the change, we have to make the customers recognise not only the financial products but also the financial service as the real commodity. Because the commercial banks are the special service-providing organization for operating the currency-related business and the serving targets are customers, the banks have no the foundation and condition for surviving without customers. Many small and medium-sized banks have not got any policy advantages since their establishing, so their only selling point is the first-class banking service. Not only providing the traditional and new-fashioned financial products but also promoting the first-class financial service, this is the golden brand and intangible assets for the modern commercial banks.3. Change the mode of long-term splitting major, we will extend business totally. We should break the situation of one bank in a place, and the situation of simplex business.4. We abolish traditional business and old man-made business in bank .then we constantly develop our new financial production creatively, we extend our unique business and modern electronic service.5. Change the unshaped management to efficiency integrated management . Based on the business situation in the commercial bank of S city, the essay usesthe modern marketing theory to supervise the actual business activities. By fulfilling market positioning, customer manager system, precise marketing, relation marketing, service marketing, product marketing and the all kinds of marketing strategies, the author has the full confidence in building a rapid and stable business developing tactics for the commercial bank of S city.