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The Study on the Marketing Tactics of Bank of China Liupanshui Branch

Author: TianLin
Tutor: WuZhiMing
School: Hunan University
Course: Business Administration
Keywords: Bank of China Liupanshui Branch marketing tactics
CLC: F832.2
Type: Master's thesis
Year: 2008
Downloads: 78
Quote: 0
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Abstract


With the successful entrance into the WTO, banking sectors have been widely opened to the world. Foreign banks will enter into China to compete with the Chinese banks. The competition between the commercial banks will become tremendous. Bank of China Liupanshui Branch (LPSBOC), as one of the second-class branches in west of China, should face and solve the big problem how to organize and operate the marketing activities. Therefore, it is necessary and important to study the marketing strategy to direct the marketing activities of LPSBOC and push it onto the advanced position in the competition in the future according to the modern theories of marketing and the internal and external environment of LPSBOC.This paper analyses problems of marketing managements of LPSBOC including the basis of studying its history and present situation, point out the problems such as the product mixes is simple and so on, making use of the current marketing theory, analyses the external and internal environment, and makes sure the selection of aggressive strategy of LPSBOC, then make sure the selection of the target markets and marketing location. This paper then presents the concrete advice from the aspects of product, price, place and promotion.

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