The Excellence Of The Commercial Bank Of China Marketing System Construction: The Perspective Of Organization System Optimization

With the opening up of China’s financial sector, foreign commercial banks began to enter Chinese market which significantly increased competition. At the same time, the financial management awareness of Chinese residents was strengthened which brought increasingly diverse and personalized customer demand. The old marketing concept and marketing organization system of Chinese commercial bank can on longer respond to opportunities and challenges posed by new environment. Therefore, it has become an inevitable trend that Chinese commercial banks changing marketing concept, putting consumer satisfaction into business objectives and building their own organizational system of marketing. Consequently, the reality addressed an important issue to researchers and practitioners that how to Construct marketing organizational system according to the concrete conditions of China.This paper reviews the development history of marketing excellence and related research. Then the basic model of marketing excellence including its composition was proposed based on previous theoretical studies. After that, this paper concentrated on introducing the development of commercial bank marketing organization system of both in and abroad, analyzing the existing problems and pointing out the necessity and feasibility of carrying out marketing excellence in Chinese commercial banks. Finally, this paper designed specific implementation steps and relevant support systems of excellent marketing organization system based on the actual characteristics of commercial banks in China. This study has significant meaning for future study of marketing excellence in financial and other industries.This paper also has innovative contribution that it introduced the idea of marketing excellence into the design of commercial bank marketing system, which brought further thought into the application of marketing excellence.