The Research On Social Networks,Organizational Legitimacy And Bank Marketing Performance

Citibank is Known as the "financial empire", in the service marketing to obtain recognition from customers,50%-60% of its revenue comes from fees for the customer financial management, investment banking through and between the China Central Television strategic alliances, implementation of joint marketing cohesion, the formation of a media, banking, business three win-win situation. "No marketing, no market" has become the consensus of commercial banks, marketing, commercial bank management as an important strategy for increasing attention and rapid development. Therefore, the marketing performance of commercial banks, more and more important factors.Currently, the marketing performance of commercial banks, academics and more research from two aspects:one is the bank's marketing performance assessment, design performance evaluation of the impact of Bank Marketing Performance analysis of the factors; the other hand, is based on the status of bank marketing, there is proposed some countermeasures.Although all commercial banks have taken a series of marketing strategies to improve the marketing performance of their banks, but there are differences in results received. That the current marketing practices of banks:commercial banks, successful marketing depends not only on its own have taken the economic base and marketing strategy, which also depends on its social network coverage and the face recognition system and cultural environment extent that the legitimate organization. This paper proposed:the legality of access to banking organizations rely on social networks, the proliferation of social networks can help banking organizations to improve the legitimacy, there is an interaction between the two symbiotic mechanisms to jointly promote the improvement of performance of bank marketing. By building social networks, legal and banking organizations, the relationship between marketing performance model, the bank's stakeholders study finds that:commercial banking network structure embedded into the relationship between social networks and commercial banking strength of the social status of marketers two dimensions degrees, the relationship between commercial banks, the embedding strength of social networks, the social status of bank marketers and organizational legitimacy and performance of bank marketing there is a significant positive correlation; commercial banks legitimacy embedded in social networks between banks and bank marketing staff strength of the social status the impact on marketing performance plays an intermediary role; commercial bank relations embedded in social networks and bank marketing staff strength of the social status of legitimacy in the organization of the performance of marketing plays an intermediary role; social networks and organizations to promote the legitimacy of each other, coordinated development and common improve the performance of bank marketing promotion. Therefore, the Chinese commercial banks to improve bank's marketing performance, not only to select the appropriate marketing strategy, but also strengthen the organization and legitimacy of management, construction and optimization of social network of banks, through the proliferation of social networks to further enhance organizational legitimacy effect of the degree of banking system and promote cultural development, the rational allocation of bank's network resources, reduce unnecessary expenses and costs to improve the bank's marketing performance.