Research On Lin Shang Bank Credit Marketing

Along with the market establishment of economy mode and deepening reformof financial system, financial industry is facing numerous financialinstitutions for financial market share in the fierce competition, face theenormous pressure of globalization of financial markets, especially after joinin WTO,China is facing strong challenge of foreign banks. The bank how to adaptthe society and the needs of market development, enhance market capability,strengthen the market dominant position, enhance brand image, has become thefuture bank credit business continued, the key factors of the healthy development.Active and effective credit market is becoming the important way of improvingthe banks, credit sale has become the most important way of bank management.Bank marketing theory originated from the theory of marketing, by theAmerican Marketing Association into the banking industry. The west bankmarketing management from the nineteen fifties development, experienced"advertising and sales promotion"," friendly service"," financial innovation","financial services " positioning stage, entered" system marketing management"stage, the most cutting-edge marketing theory began to be used in bankmanagement.As the competition of marketing under the condition of market economy isa kind of important means, is the economic activities of the decisive link, thewhole enterprise management success or failure, and credit marketing as acommercial bank in the changing situation of the survival of neutral decisivelink, between commercial bank’s success or failure. The marketing of credit mustalso will face new challenge and choice, we have to look far ahead from a highplane over the situation, in recognition of its advantages and potential at thesame time, but also to recognize their difference, analyse the current situationto find out the related reasons, the contradictions and problems, such as weakconsciousness of the pricing, short-sighted business philosophy, single pricingmethods, lack of competition, tolerance of the interest rate policy and so on.areall restricting commercial bank marketing development "stumbling block".In addition, together with the management system is not perfect, theinstability of science and technology talent lack, ideal stale, management styleand philosophy is not perfect constraints that we must face up to the currentsituation, to explore the dark face and found in time, take effective measuresto solve the problem, to sum up the experience, improve their own rules andstrategy, strengthen the system construction, well defined power andresponsibility, and continuously explore new credit marketing way, renew ideasand strengthen market consciousness, improve the marketing team quality,normative labor allocation of rewards and punishment mechanism, innovation to develop credit marketing strategies and related mechanism, strengthen systemconstruction to strengthen control, establish " loan is commodity" marketingidea, explore new credit and financial strains, correct positioning of the market,clear service main body, the credit sale into the improvement of service, striveto realize" win-win", but also to accelerate the network construction, promotecommercial bank in the new historical stage implementation exceeds Conventionto span the development of type, make with international financial standards,thereby promote the development of rural economics and development.