China's Commercial Banks, Product Innovation Strategy Research

After entering into the World Trade Organization(WTO),China's banking sectors will get closer to a stage of nearly complete openness period. Domestic financial markets will be open gradually. Foreign Capital Banks will come into our market and enjoy the National Treatment, internal commercial banks will encounter unprecedented difficulties, opportunities and challenges. Using the modern financial marketing conception in operation of banking, speeding up the financial product innovation of commercial banks are the objective requirement for the self-development of China's commercial banks and also the essential methods for China's commercial banks to keep their competitiveness. Furthermore, they are the only way for China's banking industry to go to the world market. Product strategy is the core of marking strategy, innovation competence of a bank is its life headspring of development. It is basement of operation. This dissertation starts with the definition of bank marking and the significance of bank marketing, comes up with the concept of bank product, the five levels of bank product, analyze the environment of marking of commercial bank product and life cycle marking strategy of bank product. The core of this assay, reveal the motives of financial product innovation, discuss the strategy of bank product innovation and brand marking of innovation product. In China Minsheng Bank's case, the significance in development and operation of commercial bank is further illustrated. Finally, compares the different financial innovationof China's commercial bank and Foreign Capital Banks. Analyze the movement of financial product innovation of China's commercial bank after entering into the WTO.