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Marketing Research of the Branch-transition of China Construction Bank of Fuzhou Branch

Author: LengJie
Tutor: PengDiYun
School: Nanchang University
Course: Business Administration
Keywords: state-ownedcom mercial banks branch-transition marketing strategy China Construction Bank of Fuzhou Branch
CLC: F832.2
Type: Master's thesis
Year: 2010
Downloads: 186
Quote: 0
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Abstract


It plays a significant role in the whole performance of bank that whether the marketing strategies have a soud effect. As our financial markets opening gradually, new commercial banks increasing, the capital market developing rapidly and the influx of foreign banks, our financial market began to transform the role from the seller-market into the buyer- market, the whole business bank environment presents a diversity of the competition pattern. In order to maintain and expand its market share, each commercial bank had to make the supreme strategies to improve its market competitiveness, so that the fierce fightings occurred constantly. As the development of the transitions in China’s commercial banks, it becomes a new subject for all of state-owned banks to consider about that how to make the implementation of the locations change into effectiveness; how to integrate the existing resources, which is serviced for the transition and transformation of banking services; Meanwhile, pointing out personal financial business strategy, which increases the marketing competitiveness in a bank, in order to play an important role in supervising the individual financial business operations in commercial banks.This article can be divided into eight chapters:Chapter One:Index. Chapter Two: Transition theory of the bank-transition. Chapter Three:It illustrates the presence of personal financial products of China Construction Bank of Fuzhou Branch. Chapter Four:The analysis of business environment of China Construction Bank of Fuzhou Branch. Chapter Five:The decisions of target market in China Construction Bank of Fuzhou Branch. Chapter Six:The study of marketing mix business strategy in China Construction Bank of Fuzhou Branch. Chapter Seven:The supporting measures of marketing strategies in Fuzhou branch. Chapter Eight:Conclusion and outlook.This article illustrates the presence of personal financial products in China construction bank of Fuzhou branch according to the study of analysis、comparison、"swot" analysis、statistical analysis and case analysis,and then summarize some prombles in the workflow, marketing services, management process to process of Fuzhou construction bank. Banking service and marketing strategies should propose to the differentiation strategy, customers demand, positioning, product brands development, the market subdivides, marketing channels in order to change the marketing concept and creative the new products, expedite the staff development. We should constructive the solid customer basement, the high market possession, the reasonable business structure as to point out the supporting measures for marketing strategies and then make the transitions into effort finally. It is significant for studying the middle-market’s economy and researching the value of transitions in state-owned commercial banks.

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CLC: > Economic > Fiscal, monetary > Finance, banking > China's financial,banking > Banking system and business
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