Study On Products Of Commercial Bank Marketing

The commercial bank marketing has experienced short and winding development process in our country, In the planned economy time, the bank always belongs to national finance bureau, lacking the basic marketing consciousness, In the earlier period of reform and open policy, because of large demand of fund, narrow social financing channel, the state-owned banks are the suppliers for our country economic development fund, the pressure and the power for implementing marketing strategy is insufficient. From 1993, with the change of social life change and the mature of the consumer, the bank started to pay attention to marketing. After joining the World Trade Organization, the foreign capital bank unceasingly surges in, the request for the bank produce marketing is more and more higher.Taking the commercial bank product as a clue, according to the statistics standard of the People's Bank of China for commercial banking data, The dissertation takes the China Construction Bank, the Bank of communications, and Commercial Bank of Chongqing for the representatives, analyzes the present condition of commercial bank product marketing in our country carefully, further points out the main existing questions and the reason for these questions, and finally inquires the solutions for our commercial bank marketing problems and the concrete strategy.The structure of this dissertation are as follows: chapter one is the general remarks, introduces the research situation; chapter two analyzes the commercial bank product marketing theoretically; chapter three inspects the present situation for the commercial bank product marketing; chapter four analyzes the problems and the reasons in the commercial bank product marketing in detail; chapter five draws the macroscopic strategies for the commercial bank product marketing; chapter six offers some microscopic suggestions with our present financial environment.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 effectiveness; fifthly, the marketing network is not perfect; finally, the talented person problem, namely the customer manager troop construction and the drive policy does not work.(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: 1st, the brand marketing strategy which includes three concrete measures: (1) formulating the bank product and the service brand strategy; (2) developing overall bank brand; (3) implementing the name brand strategy. 2nd, the HM theory strategy, It combines the characteristic of commercial bank product to hold the M factor to carry on the product marketing with regard to the H factor. 3rd, the linkage marketing strategy, Various correlated benefits carry out the marketing activity together for achieving the management goal. 4th, the hypothesized marketing strategy is a quick and modern market marketing way.Three strategies from microscopic aspect: 1st, commercial bank main product marketing strategy separately offers the concrete strategy in view of the commercial bank main product,. 2nd, the commercial bank product combination marketing strategy; 3rd, solves the current bank face problems, such as the low interest, the hot stock market, the drop of deposit, cultivating high quality loan customers, middle service innovation and so on.