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The Marketing Strategy Analysis of Commercial Bank

Author: WeiZhen
Tutor: FanAiJun
School: Shandong University
Course: Industrial Engineering
Keywords: Commercial Banks Marketing Strategic choice
CLC: F832.2
Type: Master's thesis
Year: 2011
Downloads: 194
Quote: 0
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Abstract


Marketing is an important commercial Banks of routine business, is also related to commercial bank’s development strategic activities, the corresponding commercial bank marketing strategy to choose to be a commercial bank of important decision-making content. After the 1970 s, western developed countries the great changes of the banking business, that is, the bank of the retail business and middle business a lot of development, the derived with the customers as the center of the marketing strategy, the western academic circles to commercial bank marketing strategy research also comparatively deep and rich. With China’s financial open and the depth of the financial globalization, foreign capital bank comprehensive enter China’s financial market, has the abundant fund, technology and rich market operation and management experience of foreign Banks and commercial Banks in China market, for risks to China’s commercial Banks will be more and more fierce competition. The business bank of our country by state-owned Banks, and the transformation is in the process of transformation, the state-owned Banks still remain the characteristics and defects. In marketing have not formed real marketing science, marketing management system is not perfect, "speed complex" and "scale impulse" common development of commercial Banks, to a rapidly expanding strategy. In an increasingly competitive market environment, our country commercial bank marketing strategy will change, how to use of their own advantages to the innovation of the marketing strategy, let more customers agree bank product, the service, the brand, make the business bank of our country and foreign Banks in the competition to pre-empt China’s commercial Banks become an important part of the study of academic research, also has become a hot issue.This paper it is in this reality and the theory of environment, through the description analysis foreign commercial bank marketing idea and present situation, at the same time in the new period of commercial Banks in China external development environment and new business development trend, and contrast analysis of foreign commercial Banks in marketing strategy of different business bank of our country at present, get the defects of the marketing strategy. And to our country commercial bank of the marketing environment advantages and disadvantages, and through the analysis of the description of China merchants bank 20 years of marketing innovation activities drive development the reality of the situation, get marketing in the development of commercial Banks in the process of the meaning and function. Under the new situation are put forward in China’s commercial Banks in the market marketing strategy selection of can draw lessons from experience, and finally form a corresponding policy recommendations.In our country’s financial market gradually open up, the more and more competitive market reality of our country’s commercial Banks in marketing strategy are discussed and analyzed, the business bank of our country is related to the survival and development of the important problems, it is of great theoretical and realistic significance.

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