Marketing Strategy Research Of AA Commercial Bank In China

In recent years, China’s financial industry to flourish, a huge space for development and foreign banks, the competition also will be unimaginable intense. The financial industry has been rapid improvement. However, due to the rise of Internet, new media, and the growing emergence of third-party financial institution, changing the way of diversity, corporate finance and financial environment, the traditional banking sector is facing serious challenges. According to incomplete statistics, there are currently only in Shanghai, more than 130 large and small, foreign banks, and more than thirty third-party financial institution; AA commercial bank is one of them. In such a competitive wave, AA commercial bank stopped for 10 consecutive years of growth, even a loss. This is a dangerous signal of AA Commercial Bank, we should not be taken lightly. Maybe Fall behind in the vagaries of the financial environment. Therefore, under the financial environment facing fierce competition, how to analyze and solve their own problems, develop effective marketing strategies in order to better respond to competition, to better develop themselves, it is undoubtedly placed in front of many traditional banks urgent need to solve the problem. We must to research and analysis on the AA commercial banks marketing strategies and tactics.In this article consists of six parts. Chapter 1 is an introduction, introduces the background and study begins with the purpose and significance of the topic, and also introduced ideas and research methods. Chapter 2 of the important aspects of the theory of marketing literature is briefly reviewed, such as relationship marketing, service marketing, STP theory,4Ps theory. Chapter 3 is describing all aspects on basic situation of the AA commercial banks organizations, structure, personnel situation, development or evolution and development status. Then Chapter 4 about the internal and external marketing environment of AA commercial banks, and then identify strengths, weaknesses, opportunities and threats of the AA commercial banks with SWOT analysis.In Chapter 5, we proposed diversified marketing strategy of AA commercial banks from the business objectives, market segmentation, target market and market links with practice. And finally Chapter 6 discusses the implementation of the AA commercial bank specific marketing strategies for product, price, place, promotion and customer relations five point of view in detail It discusses the current and future implementation of specific marketing strategy AA commercial banks, which must combine the characteristics of the Chinese market, local conditions to develop products for Chinese customers. Papers from the basic theory of marketing point of view, the use of analytical tools and methods related to the commercial banks in China AA detailed marketing analysis, to develop the right marketing strategy and tactics for AA commercial bank has a good guidance, we hope this study process applying the theory and analysis of how the marketing of other banks to develop effective marketing strategies to better respond to competition can provide a reference, therefore, the paper has a certain practical significance and social value.