Research On The State-of-the-art Of Commercial Bank Marketing &development Strategy

Marketing occupies an important position in the commercial banks, which has received great attention in the western commercial banks. China accessing to the WTO, banking market is gradually opening to the world, and domestic banks face unprecedented challenges. In order to meet the challenge, it requires that our commercial banks innovate marketing idea and provide various services to meet customers' different demand.Referencing the western commercial bank marketing theory and method, with our own commercial bank marketing practice, this paper elaborates the evolution, characteristics and problems of the marketing management pattern of China's commercial banks, and finally puts forward the approach of the marketing development.This paper has three parts. As the first part, this paper expounds the development courses and the present situation of the domestic and western commercial bank marketing theories, and analyses the limitations of the bank marketing, and puts forward the concept that our commercial bank must create a suitable marketing system by absorbing the foreign advanced marketing theories. As the scond part, it analyses the evolution, characteristics and problems of our country commercial bank's marketing management pattern. The third part as the paper's key, it proposes our China's commercial banks' marketing development way. The author puts forward his own suggestions that China's commercial banks' marketing how to get breakthrough from many aspects. Firstly it proposes the modern commercial bank management idea of "market-oriented, regard customer as the center, with benefits for target". Secondly it puts forward that commercial banks should choose suitable strategies for their advantages after market segmentation and positioning.And then it offeres the marketing agencies of modern commercial bank should set and detailed marketing methods. Finally it puts forward that our China's commercial bank should make some transformation to cope with the challenges, and expectes the expectations of the development of our country commercial banks.