Research On Events Marketing In Bank Of Communications Of Jilin Province

World Expo and the Olympics, World Cup is recognized as the top three events. May 1, 2010, the Expo will be held in Shanghai in China. Bank of Communications stand out in the fierce race to become the first in China and the World Expo global partner commercial banks. According to the official website of Shanghai World Expo data, closing September 23, 2009, 242 countries, international organizations have confirmed their participation, this the first time in developing a comprehensive register the class held the World Expo, hit a 158-year history of World Expo record. The current international financial crisis continued to spread and get worse, at home and abroad are looking forward to the Shanghai World Expo will be able to play an important role in world economic recovery.Marketing is very important to business success, to find suitable marketing strategies and market conditions is related to the business success or failure of one of the foundation. Practice in the course of the past hundred years, Western commercial banks, bank marketing concept subjective and objective conditions for change, particularly changes in the market as banks continue to develop and improve, and guide the bank's business activities to become the guiding principle determines the banks of the success or failure. In recent years, has grown in strength joint-stock commercial banks, foreign banks to open the door with the WTO and gradually landed in ever increasing competition in the banking sector, China's commercial banks have to re-examine the important role of marketing, began to set up specialized in the banking market marketing, market segments, establish target customer, target customer needs, providing corresponding services, such as high-value customers for the introduction of VIP, VIP program, established studios such as personal finance. The establishment of customer-focused service system, pay attention to staff quality and enhance the overall image within rows. Marketing approach is simple from the early stages of development loans for a variety of pull marketing strategy and have a great importance to relationship marketing and event marketing, and marketing within the bank, to provide customers with differentiated products to meet different requirements of various customers.In this study, we reviewed event marketing theory and sum up the meaning of event marketing: the operator in a real and without prejudice to public interest, that planned to organizations to use, organization, planning, organizing newsworthy activities, in particular all major social events, historical events, sports events and international exposition. Through an occasion, momentum and other methods, use of a celebrity, news value and social impact of the characters and events to attract media, social groups, the public and ultimately the consumer interest and concern to achieve greater business or product recognition, reputation establish a good brand image and, ultimately, the purpose of product sales kimono means and methods. Event Marketing and drum up support, primarily through two modes actually trying to achieve. Enterprises in the use of event marketing, you need a good grasp of the four preconditions can rely on external events, the best starting point, pay close attention to the general public and norms marketing behavior.Fully understand the basis of the connotation of event marketing, a comprehensive analysis of this study the operation of provincial and Bank of Communications, the political environment, economic environment, social environment and technological environment. Bank of Communications Management from the provincial status, competitive environment, we discuss the existing strengths, weaknesses and face the opportunities and threats. And from the perspective of domestic and foreign marketing activities, the role of commercial banks, and then analyzes the province of Shanghai World Expo will be the meaning of the Bank of Communications. Provincial Bank of Communications Shanghai World Expo with the advantage of beneficial products and services to enhance the provincial Image Bank has a long-term significance. By Shanghai World Expo event marketing methods, but also to avoid the media, high fees, making higher profits Provincial Bank of Communications received. Cost reductions and increased visibility, which in turn is also beneficial to widen the profit margin province of Communications to further promote product innovation and service levels.In the above analysis, based on the principle of the Bank of Communications under the guidance of the Provincial Bank of Communications, this study during the course of events marketing, the guiding idea that promote "innovative financial services, and harmonious city life" theme, to achieve "zero complaint" targets. Put forward in the use of the Expo for event marketing process in timing analysis, and proposed Expo marketing activities program, through the "Expo card was card activity", "Expo credit card promotion card activity" and "setting up 'Expo vanguard'" , "in-depth thematic activities on campus," "promote" the Expo Science and Legends "series," "activities on the Expo theme" The six activities, full use of pre-opening of the Expo, divided according to different time periods, the activities carried out systematically, consumers in the province of the Expo to promote the process, enhance the brand image of the province of the Bank of Communications, Bank of Communications, the business continued to promote province. Carrying out various activities, mainly from the process control the following aspects: first, strengthening the Provincial Bank internal staffs training, improve staff quality. In the Bank to strengthen trade skills training, universal knowledge of the Expo; second, to develop detailed program of activities, attention to detail activities; Third, the results of activities and timely feedback to modify the next program. Through the tissue within the staff or the hiring of social supervisors, and other means, the identity of an ordinary customer, by seeing, hearing, investigation, asked, etc., often on the business network service environment, service attitude, service quality for thorough investigation, and extensive Soliciting customer input and suggestions to solve the problems existing in service work, service standards to ensure standardization of work put into each part, set up pay-line quality, efficient, fast, good image of the security services. In the evaluation of the effect of event marketing, mainly through economic gains, service level, brand image to measure. Finally, the study reached the following conclusions: First, the application of event marketing, event marketing, when you fully understand the meaning, then, for event marketing activities, to fully analyze the environmental factors, the final event marketing activities, Bank of great significance to the province. Marketing activities during the event should take full account of process control, the effect of a detailed evaluation of marketing activities to maximize event marketing.