Research Of The Marketing Strategies In Yantai Branch, Bank Of China

The current marketing strategy carried in Yantai branch, Bank of China has been into shape gradually in process of system reform, because of backward marketing ideas and unreasonable marketing principles, the Branch carried out inappropriate marketing strategies and did not fall the principle of "putting customers into the first place" to solid place, and also did not strengthen the competition ability effectively. In introducing the theoretical foundation on marketing of Western Commercial Bank, this thesis sums up mature marketing strategies of western banks and their applications in Huaqi Bank, analyzes the shortcomings of marketing strategies ran in Yantai branch, and thoroughly analyzes branch's operating environment as well as its current running advantages and disadvantages. Taking those into accounts, the author puts forward practical frame of marketing strategies and appropriate measures, at the same time outlooks the future trend in marketing for branch office.The article's primary contents and its creative points are as following.First, taking Huaqi Bank as representative for western banks, the author thinks the marketing strategies operating in Huaqi Bank could be very useful measures for Yantai branch, Bank of China. By completely analyzing the product creation, first-class service, target market position, the basic meaning of CIS strategy and its appropriate factors of applications, the author put forward the concrete ways carried by Huaqi Bank. By comparison, the author analyzes the contents of marketing strategy and its shortages of Yantai branch, Bank of China.The second, the author analyzes the advantages and disadvantages Yantai branch office owned, as well as its opportunities and dangers in operating environment, these are the references for branch office to decide which marketing strategy to take. The advantages of the branch office are very obvious, they are also the results of the long-term backlog, which indicate leading directions of the management for branch office and head office; At the same time, by enumerating the bad situation of the branch office, the author analyzes the main reason that bad situation produces; In use of analysis method of financial ecosystem put by Doctor Zhou Xiaochuan, the author analyzes Yantai financial environment and points out the opportunities of the exploitation for branch office.The third, the author analyzes the branch office's strategy frame, this frame regards current x-rated management system carried in bank as the...