China's Banking Enterprise Marketing Competitiveness Evaluation

Due to the long-term planning economic system before the Reform and Opening, the banking industry market of our country had long lain in the condition of complete monopoly, which necessarily results in that the marketing management functions of banking industry enterprises has been absent from their duties for quite a long period, and that the overall marketing competence is extremely fragile. However, marketing competence is extremely important to the banking industry enterprises which belong to service industry, because it is the most direct expression of their overall competence. With the complete opening date of our country's finance industry being increasingly near and the market competition being increasingly intense, the situation of our country's banking industry enterprises will be more severe. Based on such realistic urgency and necessity, this thesis puts forward a critical issue on marketing competenece evaluation of our country's banking industry enterprises.On the basic assumption of Corporate Heterogeneousness Nature, integrating marketing, finance, economics and other related subjects, the thesis carrys out overall SWOT analysis of our country's banking industry and exactly describes our country's banking ecological overview; the thesis explores the sources and formulating mechanism of marketing competenece of our country's banking industry enterprises; integrating the specificities of bank marketing, especially the banking product's four essential attributes: intangibility, inseparability, inconsistency and inventory, the thesis formulates a bank marketing competence evaluating indicators system that is compatible with the...