Study On The Marketing Strategy Of M Commercial Bank

Facing double competition from state-owned commercial banks and foreign banks, the national joint-stock commercial banks as followers of the banking market how to achieve a meteoric rise is a very real problem. The ability of Joint-stock commercial banks as an important part of China’s banking sector to cope with an increasingly competitive environment for healthy growth is related to the development of the banking industry and the Chinese economic reform, through depth strategic marketing theory to promote the development of national joint-stock commercial banks would be a good choice for the overall development of the financial industry.Commercial Bank’s marketing strategy is usually from the perspective of the marketing environment and marketing theory. Marketing research environment is mainly from the perspective of the macroeconomic environment, industry competition environment and their environment. Marketing environment theory mainly has PEST analysis, Porter’s five forces model and SWOT analysis, this paper uses three to analyze deeply methods for joint-stock commercial bank marketing environment. The results found that joint-stock commercial banks don’t have a clear targeting of marketing, lack of overall marketing planning, product innovation system imperfect, marketing agencies absence and so on.4P theory is the most famous of the basic theory; 4P theoretical model should an effective guiding theory in marketing decisions practice.4P theory mainly analyzes from the product, price, place and promotion. Based on this theory, combining M stock commercial banks practical marketing strategy, we conducted a detailed analysis of their marketing strategy corresponding management issues from marketing positioning and its basic strategy, product and service strategy, marketing strategy, channel strategy, and put forward some solutions in accordance with analysis.Joint-stock commercial banks should primarily enhance their marketing capabilities from market positioning and basic strategy, product and service strategy, marketing strategy and channel strategy. Firstly, if only joint-stock commercial banks have accurate market positioning and accurate basic strategy, the joint-stock commercial banks can occupy a seat in the competitive marketing environment, which is the basis of the joint-stock commercial bank marketing aspects. Secondly, through a wide range of specialty products and hierarchical service policy, M stock commercial banks allow customers to have more choices in order to expand their range of customers. Thirdly, M joint-stock commercial bank with an effective incentive assessment mechanism enables employees full playing to their initiative to achieve the greatest task of the bank formulated. Finally, through clear marketing channels, products of M joint-stock commercial bank can be timely and convenient to get consumers to complete the final and important part of marketing. Authors believe that the marketing analysis of M stock commercial banks can provide the necessary policy recommendations to enhance the market competitiveness of the joint-stock commercial banks, joint-stock commercial banks bigger and stronger.