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The status quo of China's commercial banks Marketing Analysis and Strategy Research

Author: ZhangHua
Tutor: WangZhongMin
School: Northwestern University
Course: Business Administration
Keywords: Commercial Bank Marketing Product and Service the sales tactics.
CLC: F832.33
Type: Master's thesis
Year: 2001
Downloads: 402
Quote: 0
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Abstract


Today Chinese commercial banking system′s reform has been carried out very quickly.With the style reforming deeply，the monopolizing mar-ket will be moved by the commercial banking system.The advantages for the government-rent banking system，the pressure came from the financial needs is getting seriously，The western banks consider marketing as“the sign of survive and competition”and the vital content of management.So to set up the marketing as a basic idea and consider it as the thinking gear that is the enlarging business，enhancing running，improving profit and start for the banks to survive. Our banks have been rooting in the center-directed economics for a long time and devoted great to the progress of our country.But because our banking system came from the old style，there is a gap in between them，so the banks improved little according to the steps of the whole so-ciety.Entry1990′s，the national banking system is going to face the fierce competition.Marketing idea has been built in the system，but it only steps in low level.So what I think is that，to learn their theory and experience from the western bank systems，including their appplied practice，and then make a whole set of the custom satisfaction driven for the bank and carry them out，is the No1task to be fulfilled.What′s more important is that to root the service idea to our employee′s mind，keep it as our credo， consider the bank′s name as one kind of the brand name to care and carry all the other manners.According to the financial market need，building “TQM”concept，to meet the needs and wants of the consumer.Essential-ly，what does a bank match the name and how to match it，is by the way to supply the service，a sort of special commodity.And then，to try to find the new service room and then the profit spring，this is the only way===================

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CLC: > Economic > Fiscal, monetary > Finance, banking > China's financial,banking > Financial organizations, banks > Commercial banks ( specialized banks )
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