China's Commercial Banking Customers - Profit-oriented Marketing Model And Case Analysis

With the further opening up of financial markets, the rapid joint stock system reform of state-owned commercial banks, the increasingly intensified inter-bank competition and the rushing-in of foreign banks, a multi-competition structure has emerged in the banks in China. In the intensified competition, each bank has realized that marketing is playing a more and more important role in the development of banks.In the recent years, although each bank in China has put marketing theory and concept into practice, there still exist many problems when applying marketing as the mechanism to engage in manage and administration, and the concept of market-oriented, customer-centered has not truly erected, the current marketing concept and the action of China's commercial banks does not fit the need of competition and can not change the passive position in management, and thus affects the competitiveness, the profit and the image of China's commercial banks.Taking the theories of marketing, financing and managing as theoretical foundation, and on the basis of analyzing the development of commercial banks'marketing concept, the dissertation puts forward the "customer-profit" marketing concept and the "customer-profit" oriented marketing model. Thus, this dissertation is going to examine the marketing problem of China's commercial banks, and to make China's commercial banks maintain competition priority, maintain good relationship with the customers and enhance the profit level.This dissertation consists of the following four parts:In part one, the dissertation focuses on the marketing environment, analysis the environment that the "Customer-Profit Oriented" marketing model exists. Because the marketing can never depart from the environment, and the marketing model of the commercial banks is changing with the changing of the environment, and the commercial banks must be familiar with the change of the environment and analyze the...