Study On The Environment And Marketing Strategy Of ZMB Commercial Banks

There are small and medium-sized commercial banks in our country developmenthistory of nearly20years, although influenced by traditional financial system andmarket system, but showing particularly strong vitality. Now gradually form consists ofthree levels of city commercial banks, joint-stock commercial banks and state-ownedcommercial banks such as the bank organization system. Small and medium-sizedbanks in the large state-owned banks and fierce competition process, has been graduallyfind out for their own living space, and for some successful experiences and methodswhich are summarized.This paper first function for small and medium-sized commercial banks and therequirements of marketing analysis, essentially bank marketing is a marketing services.Compared with ordinary enterprises engaged in by the marketing activities, the bankmarketing from the environment, product characteristics, the amount of labor, planningand forecasting object, there are obvious differences. Compared with the general realconsumers, consumer behavior characteristics with the financial consumers in theconsumer perceived risk, stability of relatively large holdings brand, quality andreputation are difficult to identify the sources of information. Comparative analysis onthe successful experience of small and medium-sized commercial banks on thedevelopment of the United States, Britain, Germany and Japan finance developedcountries, summarizes the development of small and medium-sized commercial banksto be successful, must meet with the regional competitive advantage, business shouldhave the characteristics and the three features of a particular market function. With thesethree characteristics is found, China’s small and medium-sized commercial banks haveno unified planning and marketing strategy, narrow the scope of business and marketpositioning unknown.In order to do for market positioning of Chinese medium and small commercialbanks are accurate, this paper based on the analysis of small and medium-sizedcommercial banks marketing environment in three aspects which are. Based on themacro environment, will focus on the marketing of bank in the economic environment, political and regulatory environment, technology environment and social cultureenvironment and so on several aspects of this. Based on the degree and market shareanalysis focused on the market, along with China’s four major state-owned commercialbanks are found in China’s small and medium-sized commercial banks in a weakposition, but now also gradually break the state-owned commercial bank has themonopoly status. With the rapid development in the joint-stock commercial banks andcity commercial banks, has also been strong extrusion of foreign commercial banks andstate-owned commercial banks. By means of analysis on the SWOT, from the aspects oforganization, policy environment, technology progress, management system andbusiness scope of the small and medium-sized commercial banks in advantages anddisadvantages, and the state-owned commercial banks and foreign banks in thecompetition with the opportunities and adjustment, specific to small and medium-sizedcommercial banks want to survive in the fierce market competition and development,we must change the existing market orientation, the implementation of the strategy.