The Study On Marketing Strategy Of Four State-Owned Commercial Banks Of China

The research about bank marketing in China is developing as the bank system becomes even more commercialized. After China entered into WTO, the competition between different banks is so fiercely that it forces the domestic bank to realize the importance of bank marketing. Chinese financial industry already has significant progress after the Chinese Reform and Opening-Up, but there are still a big gap between the western and Chinese in the management level and idea. Therefore, studying and learning the western commercial bank's marketing experience is an urgent duty for Chinese commercial banks, and has practical significance.Four state-owned commercial banks of China (Industrial and Commercial Bank of China, Agricultural Bank of China, Bank of China and China Construction Bank) occupy the large market share in China. Its marketing level represented and decided the level of entire Chinese banking .This paper takes four state-owned commercial banks of China as the object, and discusses the commercial bank's marketing strategy. Firstly, it elaborates the theory of bank marketing and marketing service, and clears the stage which the internal commercial banks marketing locate according to the development of bank marketing. Then, the paper does empirical analysis on the marketing of the four state-owned commercial banks. The empirical analysis includes the analysis of marketing environment, the description of present situation and question .Finally, the paper puts forward the marketing strategies from the five aspects which include market location, the market segments, the financial innovation, customer satisfaction and the marketing communication.