The Research On Qilu Bank Marketing Strategy

The previous monopoly status of China’s state owned banks has been gradually collapsed due to the accelerating global economic integration, improvement on administrative policies on national financial system and China’s opening door to the world financial market after joining WTO. Banking industry in China is witnessing fierce competition from financial investments from overseas, privatization of state owned banks and rapid growth of public owned commercial banks. It brings the opportunity for a fair competition to China’s banking industry on international basis. However, small and medium sized banks in China face a severe threat. It significantly applies to those city commercial banks positioning themselves at helping to improve local people’s life and develop SMEs. Their inevitable weakness on capital volume and quality of assets caused the problem. In order to explore a way to survive the challenge for further development, guidance on marketing theories must be adopted to grasp rules and characteristics of the market thus tailor make a reasonable and effective marketing strategy.Qilu Bank was developed gradually from Jinan Urban Cooperative Banks established in1996, with headquarter located in Jinan. Qilu Bank is the first City Commercial Bank in Shandong Province, the first inside the province and the fourth nationwide sino-foreign joint venture city commercial bank. It’s also the first city commercial bank that operates transprovincially in Shandong Province. For the past over ten years, Qilu Bank has enlarged the scale and improved benefits dramatically through a series of developments from restructuring and developing rapidly to introducing strategic investors overseas and to operating trans-regionally. Qilu Bank’s development course is typical among China city commercial banks. Owing to unexpected marketing trouble made in rising key stage, it is necessary for the Bank to come out of the difficult marketing situation as soon as possible, highly develop again and maintain the rapid development via tailored marketing strategies.This essay revolves around the topic’Research on Qilu Bank Marketing Strategy’, utilizes marketing theories and experiences of commercial banks in home and abroad and combines marketing history with current situations of China city commercial banks. This article tries to associate common sense in marketing management theory with banking products particularities and Qilu Bank’s marketing situations through the research on the Bank marketing strategy. The essay lays out a basic framework for Qilu Bank to build up an integrated marketing system by making marketing strategy and carrying out concrete measures.In analyzing method, this article contrasts Qilu Bank’s current marketing situation and reveals common problems and what lead to these in city commercial banks marketing activities by introducing the development and experiences of commercial banks marketing. This article also uses SWOT analysis to deeply analyzed Qilu Bank’s internal operation conditions and external business environment. This analysis is regarded as the important basis of making and starting the Bank’s marketing strategy, making strategy tasks, defying strategy objectives clearly and putting forward specific measures of strategy.It is crucial for Qilu Bank to study, formulate and carry out the Bank marketing strategy and upgrade marketing abilities, which could change the Bank current marketing situation and determine future success or failure, also be with realistic meanings for strengthening marketing management, increasing benefits and maintaining competitive advantages.