Research On Financial Business Innovation And Markting Strtegy Of The State-Based Commercial Banks

The financial business innovation of the state-based commercial banks and its marketing strategy are closed related with the macro and micro environment they are facing. The change of the demand in market leads the direction of business innovation. Characteristics of the new business and customers'attitude on it decide that different marketing strategy should be applied other than old ones. It becomes an urgent problem for the state-based commercial banks that how to do business innovation and new business'marketing effectively under the competition situation.As the changes of the people's concept and development of the economy, demand for financial business is increasingly personalized and integrated. The problem is how to adapt to the change. According to the situation, the writer tries to introduce the modular innovation pattern to the state-based commercial banks instead of the traditional single-task mode. After analyzing the trait of the module, its conditions of use and the feasibility of its usage in business innovation of commercial banks, the author outline the process of modular innovation. On the basis of the above theory, the writer analysis the financial business in BOC and giving a plot on classification of Business Module after pointing out the shortcomings and direction of innovation. According to the theory of service marketing, the paper suggests that price discrimination and price bundling should be used in pricing strategy. After setting the physical business network as the main distribution strategy, the thesis indicates that it only when combining the people, physical-evidence and process to the business network, can the state-based commercial banks make the advantage of their widely distributed business network. In the end, the paper stresses the importance of brand and unified strategy on promotion of the new business.