Research On The Problem Of Marketing Strategy In Chinese Commercial Banking

The Chinese commercial banking develops gradually in the old planned economy system , and falls behind more seriously than other industries in Reform. In recent years, the central government does its best to promote Banking Reform, and brings about the wave tide of the joint stock transfoemation and the finance reorganization of commercial banks. However the finance reorganization and the establishment of joint stock company do't mean the establishment of the modem financial enterprise system, management mechanism constitute the part of enterprise core competition directly as well as the marketing strategy is the soul of the commercial bank management mechanism. The new《the management regulation for foreign capital banks》carrying out on 15th December 2006 is a symbol of the Chinese banking's opening completely outward.. the overall competition between Chinese commercial bank and foreign capital banks in China is an irresistible and unavoidable general trend.. The Chinese commercial banking with four representatives (China Bank\Constrction Bank\Agricaltural BankMndustry & commercial Bank) how to dance with the wolf and achieve the development in the competition is a problem being worthy of our attention and researching.On the bases of this background and premises, this paper follows the principle of theories contact reality , uses the method that union the qualitative analysis and the quantitative analysis, the standard analysis and the real diagnosis analysis as well as logic analysis, contrast analysis etc. In reviews the domestic commercial bank marketing development history and developed foreign marketing strategy. The text analyzes the existent problems and reasons of Chinese commercial banking marketing while analyzing related factors of choicing the marketing strategy thoroughly. So we can put forward ourown corresponding countermeasures and proposals on how to apply the marketing strategy . From the view of marketing strategy ralated marketing competition ,we can observate the tide of the joint stock transfoemation and the finance reorganization of commercial banks awakly and provide some aggressive reference value to the competition between foreign capital banks and ours.Main content: 1,The situation and experience of applying marketing strategy in developed country.2,The marketing evolution of Chinese commercial banksand the present sitution of applying marketing strategy.3,Analysis on the problems and reasons existing in our commercial bank marketing management.4,Analysis on related factors of chosing the marketing strategy in our commercial banking.5,Counterplan and suggestions on how to carriying out the commercial bank marketing strategy.Main conclusion: 1,the developing trend of marketing strategy in Chinese commercial banking,①it is the premises and the good opportunity for Chinese commercial bank to making marketing strategies andachieve developments;②International marketing strategy;③The trend of synthetic management is increasingly obvious, but the creative mechanism of product falls behind so much that it affects the marketing comptence seriously;④The development of IT brings deep and long changes to the marketing idea and the marketing modes of banking, it is not only an opportunity but also a challenge for Chinese commercial banking.2,The important strategic point of our commercial bank marketing,①We can grasp the chance of transfoematio and slove the problem of management system by passing a series of marketing strategic problems.;②We can also grasp the exterior opportunity tightly and promote the international synthetic compence by synthetic management\ International marketing strategy and annex & reorganization.