Post-crisis Era Of Marketing Strategies Of Commercial Banks

With the further deepening of China's economic reform, China's Commercial Banks are undergoing enormous history change. The spread of international financial crisis has brought certain effect on the economy of China. The marketing of our commercial banks is also facing a huge challenge. The changes of operating system and increasingly complex competitive environment has put forward higher request on the marketing for our commercial banks. They should constantly adjust strategy and tactics, promote creativity, provide more convenient,quick,diversified financial products and services, to meet the ever-changing market challenges. In this economic environment, the Commercial Banks should increasingly need to perfect marketing strategy constantly, in order to deal with the situation effectively. This paper based on the background of economic crisis, analysis the current situation and existing problems when the Commercial Banks develop marketing activities, and targeted propose marketing optimization strategy on our country commercial bank.From the definition and development of the marketing process, this paper firstly introduces the commercial bank marketing theory, and analyzes the particularity of marketing about commercial banks; then, from the characteristics of the later era of crisis, discusses the necessity to strengthen and improve marketing activities for the banks of our country in the later era of crisis. The strategy is the key of this paper. Based on the above theory, this paper put forward some methods from brand strategy,product strategy,distribution strategy,promotion strategy and some other measures. In the end, this paper combines the above theory, analysis the marketing environment of Fuzhou Construction Bank, and proposes targeted marketing strategy. In the course of the study, the author combines the normative research and case analysis to ensure that the conclusions of the study of science and rationality.The dissertation uses the analysis method which the standard and the real diagnosis unifies, obtains the following conclusions:(i)The main problems which exits in the commercial bank marketing:firstly, the deviation of guiding ideology in the commercial bank product marketing:secondly, the faint consciousness of the bank product marketing:thirdly, the unclear strategic localization of marketing:fourthly, the insufficient analysis of the market(ii)The main reasons for these problems are historical factor and the system factor. The historical factor is that our commercial bank marketing starts late, after the foundation of joint-stock-system Bank, the bank marketing truly lands on feet.The system factor mainly displays in that four state commercial banks has been influenced by planned economy for many years, the bad internal environment, the insufficiently reasonable target formulation, the unsatisfactory fair Play as well as the persistent effect mechanism, and lacking of effective delivery of credit fund.(iii)The main countermeasure adopted:four big strategies from macroscopic aspect:brand strategy,product strategy,distribution strategy and promotion strategy.