Study On The Strategic Marketing Of State-owned Commercial Banks

Nobody can wards off the trend of finance globalization. With China' accession into WTO, the step of opening financial market has speeded up apparently. And the financial system and environment are confronting profound changes; competitions among local finance have become more furious. The biggest and the strongest four State-owned commercial banks which stand for the core of Chinese banks, are trying to face up to the furious competition without government' s support step by step. And the coming development situation of them is decisive to the situation of financial vocation in China in the end. Today, the foreign banks pay increasingly more attention to the creation and development of Marketing, and carry out modern strategic marketing management one after another, while State-owned Commercial Banks in China are still in the period of researching and exploring on marketing management practice. The marketing conception and marketing ability of them are far from that of those foreign invested banks. As a special financial enterprise that deals with money, the level of marketing management is a decisive factor of banks' kernel competing ability. A low level of marketing management surely leads to the State-owned Commercial banks losing their competing ability, the ability of development and that of confronting the foreign investedbanks. That means the local financial market will be invaded by the foreign banks, and the situation of financial trade in China will be changed. So there is an vital realistic importance to study on the strategic marketing to improve the state-owned banks' kernel competing ability. It relates not only to the development of state-owned commercial banks, but also to the boom and stabilization of native financial vocation.Based on the experience and true feelings of a marketing manager from a state-owned commercial bank, the writer tries to analyze the strategy of state-owned banks' marketing management through the first visual angle. With the instruction of typical marketing theory, competition theory, maths and computer theory etc., a whole frame of strategic marketing theory is put forward on the basis of analyzing the current marketing management.The paper includes eight parts:Firstly introduce the background of selection of the subject, the purpose of the studying on the subject, current research home and abroad, main contents and the way of research and reveal the novel ideas.Secondly describe the definition, main contents, characteristics of marketing of commercial banks and the primary content of strategic marketing.Thirdly generally describe the history and trends on commercial banks' marketing home and abroad, and making a compares between the two to show the necessity and feasibility of the state-owned banks' strategic marketing by disclosing the current situation and existing problem of state-owned banks.Fourthly use SWOT model to analyze the state-owned banks' marketing environment in detail, and to summarize the advantages, disadvantages, opportunities and threats in the process of the development. Then to make it clear the practice basis of actualizing the strategic marketing.Fifthly bring forward the whole aim of strategic marketing through market segmentation, ascertaining market target, strategic orientation of market.Sixthly study on practice of marketing combined strategies from 4ps—product, price, place and promotion strategy of state-owned commercial banks.Seventhly study on organization and control of strategic marketing from four aspects which are marketing system reforge, custom manager system, custom relationship management and controlling marketing risk of commercial banks.Eighthly summarize the research including shortages and prospects.