Research On Commercial Banks For Raising Marketing Ability Of Corporate Banking Services

With the continuous changes of external financial environment in recent years, China’s commercial banks are facing the increasing competition pressure from inside and outside the industry in the process of operation. In terms of macro environment, the domestic financial industry after the financial crisis in2008has been in a new way and they are planning a perfect financial system. In terms of industry environment, the domestic big commercial banks not only face the foreign capital bank’s carve-up of domestic business and erosion at any time, but also have to deal with the the problem of the domestic companies and individuals gradually weakened dependence for the banks when they are handling the relevant business and pursuing of monetary value. At the same time, there is a fierce battle for the customers between commercial banks in China, the limited high quality customer resources are the object of each big commercial banks following. It also integrates that all the major domestic commercial banks in commercial and in private business are bound to have a temporary measures, this not only reflects the current situation of the banks paying more attention to public business, but also mapped out of the bank in approaches to business focusing more on the development status of large customers.In fact, as a basis of the development of commercial banks and the core source of profits, the corporate banking services development of commercial banks has the important mean. Each big commercial bank of China has thought that the corporate banking services should be as early as2005reached "accounting transactions" as the leading gradually transition to the "marketing services" as the leading of the consensus. In recent years, the discussion in academic circles on domestic commercial bank business management pattern reform and transformation has never ceased, each big commercial bank also brought to the business transformation in practice to explore. However, in some areas they have achieved good results, but more is the transformation of the practice feedback out of the many other problems. The commercial bank of China in the current situation of "financial disintermediation" is easy to form the basic approaches to business marketing. However, how to improve their marketing ability quickly on the basis of the existing marketing team in the shortest possible time to approach to business marketing "leap" rather than the accumulation of "quantity", that is the focus of the research in this paper. This paper compiles the analysis and the case analysis involved in the related theoretical basis, and will display relevant literature at home and abroad on commercial bank’s about business marketing ability development. Then with China’s domestic commercial banks as the whole the research object, the paper describes the current situation of the development of business marketing capabilities. Thinking and then by the status, the paper probes into the key factors for weak business marketing ability in our commercial banks, and as a breakthrough, it puts forward the corresponding improvement measures and recommendations toward commercial banks business marketing ability. Finally, according to the practical experience in the Branch J of Industrial and Commercial Bank of China, the author takes the business marketing ability in J bank as a case study object and combines with theoretical analysis, then discusses the recommendations in this paper about the application in practice of commercial bank outlets. This paper hopes to bring the commercial banks some substantial help for the marketing ability promotion.