Research On Commercial Bank Marketing Strategy Based On The Marketing Mixed Theory

With the guiding of financial market, marketing of commercial bank is a seriesof management activities to provide the financial products and service to customersto meet their needs and achieve the profit maximization goal of bank by kinds ofmarketing tools and taking advantages of internal resources. Based on the4P,4C and4C marketing mix theory, the study of the A bank’s marketing environment, targetmarket, marketing pattern and marketing strategy.First from the present situation of the products, services and brand resources,human resources of the bank A and the factors of capital market in the macroenvironment such as economy, politics, law, technology and the factors such ascompetitors, customers, etc. of micro environment, this paper combined with theSWOT analysis method to find and conclude opportunities and challenges,advantages and disadvantages existing in the environment and which restrict andpromote commercial Banks to further expand market. Found there are four sorts ofproblems existing in the marketing activities of the bank A in Hohhot: lack ofmarketing consciousness of employees, insufficient of financial product innovationand service ability, lack of professional marketing and market positioning.Based on the principles of market segmentation, customer of the bank A in thelocal market was divided into classification. For corporate customers, put forwardthe market positioning that give priority to large and optimal corporate clients, smalland medium-sized enterprise customer is complementary, and focus on exploring thefinancial needs of high-quality customer in the new and high technology industries;For individual customers, it should attaches great importance to the personalfinancial business development, and focus on developing private banking business.Accurate target market positioning helps the bank A save resources and focus ontargeted marketing activities.Against the problems of the bank A such as ideas, products, services and humanresources construction existing in the marketing mix theory, build up four kinds ofmarketing mix mode for the bank A. Respectively they are the combination I-basedon customer relationship to meet customer demand, the combination II-based onimproving product recognition, the combination III-based on eliminating producthomogeneity product, the combination IV-based on ability of service ascension. Putforward corresponding marketing strategy of the bank A.