Marketing Strategies On Vehicle Industry Of Bank Of Communications

According to "the father of modern marketing"---Philip kotler, marketing is a social and managerial process by which individuals and groups obtain what they need and want through creating and exchanging products and value with others. The system of marketing management include:①analyzing marketing opportunities;②designing marketing strategies;③confirming marketing provision;④managing and transmitting marketing projects. There will be more difficult in marketing at 21 century for more differ widely between producer and consumer. Custom-built produce, purposeful spread and more suitable price are needed at information age.Against economic globalization background, the commercial bank, just like other industries, faces the keen homogenous competitions at home and abroad and the challenges of maximize the stockholders'value. The purpose of this study is how to make the commercial bank draw up the marketing strategies and managements to suit the new technology and globalization, and put forward some constructive advices, through deep research on basic and modern marketing theories, for the marketing strategies of BOC.There will be a quick growth in Vehicle Industry of China in 2007. The acceleration of cars is expected to 25%, same as the profit margin is in excess of 30%. It runs ordered on product mix hoisting and market competition; therefore we are optimistic about the outlook of the industry. Many commercial banks throw their thorough energies into the dominant companies of this develop rapid industry. This text combined with the analyses of cars business and the current situation of BOC will resolve the market positioning and breakthrough point for these banks, so as to the practice operations of BOC. The paper is in five chapters:The first chapter is the introduction. It introduces the background of topic selection, points out the research purpose, theory value and actual meaning of the paper, and clarifies the main contents and the key problems, which based on analyzes the features of present research and the problems that need to study.The second chapter is the marketing theory. To begin with, it gives a brief introduction about the basic conception, including the connotation, the characteristic, the function and the effect; the following is the investigations of the correlation theory of marketing, previewed the evolution and nine marketing theories.The third chapter is the marketing strategies of BOC. It takes a brief introduction of this bank, analyses its present marketing situation, and then makes a statement of the marketing strategies for BOC.The forth chapter is about the exiting status and the tendency of Chinese Vehicle Industry. On the ground of the general survey, running state and group properties of the cars industry, it forecasts the future development.The fifth chapter is the study of key clients of BOC, which included the cooperation situation, the requirement of service and the marketing risks.The sixth chapter is the BOC's marketing strategies on Vehicle Industry, which is a serious of concrete tactics on the basis of foregoing research. The contents are selective preference clients, sales chain supporting, supply routes financing and banking intermediate operation development.In conclusion part, it summarizes the main studying achievements of this paper, explains the actual guiding significance on Vehicle Industry marketing of BOC.The thesis has got the following achievements mainly:1. For the carmaker, auto financing service is an important core business, which builds a platform for car sale on one hand and grasps the consumers'shifts in demand on the other hand through the credit relationship, thereby establishing the marketing network that the automaker and the clients can be linked.2. BOC as China's first national shareholding commercial bank, facing the rapid growth of Vehicle Industry, should apply marketing theories positively, capture the market demand, clarify the market positioning and strategies, select preference clients, try to build the network service with main dealers, plunge the financial products such as note discount, domestic factoring business, account receivable assigned and so on, into the supply routes of carmakers, and explore the intermediate business with the help of net declare, net bank, letter of credit, express money order, etc. pull off win-win situation.