Marketing Countermeasures Of China's Commercial Banks

On Nov. 15th 1999,China and the U.S. signed the agreement on China's entrance into the WTO. This means that China is closely near the door of WTO, the largest international trade organization. It is a necessary selection for China to participate in the world economy. After entering the WTO, how will banks of China analyze the situation correctly and get ready for all kinds of challenges? There's no doubt that commercial bank of China must renew the business idea, introduce modern marketing and management,in order to go abroad and to compete with foreign bank. Meanwhile, commercial banks of China are also facing a new developing chance due to the realization of the west developing strategy. How to deal with the challenges and how to facing the new chances correctly are urgent problemes waiting to be resolved. As the matter of fact, it is closely related with the living and development of commercial bank of China.The necessity and possibility of commercial bank marketing are analyzed; the actuality and deficiency of marketing, reforming and developing are recognized in the paper. Based on the environment of marketing in China, compared with oversea banks and learning from the successful experience of western commercial banks, the four aspects: the internal training, the strategy of validity, the strategy of innovation and relation marketing, are suggested to be the countermeasure of China commercial banks. The risk of bank marketing that shall be known and control measurement that shall be adopted are also introduced in the paper.There are totally five chapters in this paper. The necessity and possibility of commercial bank marketing are analyzed in chapter one. The reforming and developing of China banks are summarized, and the actuality and the deficiency of China commercial banks` marketing are analyzed in chapter two. According to the macro- (micro) surroundings, the advantage and disadvantage compared with foreign bank, the existing environment of China commercial bank under WTO, the difficult and opportunity of commercial bank under China Developing Western policy, the marketing environment of China commercial bank are analyzed in Chapter three. The model of commercial bank's marketing, improving the validity of commercial bank's marketing, how to facing the challenge of join in WTO, innovation of china commercial bank and relation marketing are discussed in Chapter four. Marketing risks are analyzed in Chapter five first and then marketing risk strategies are suggested. Marketing of commercial bank is not so long, and it is being explored both theoretically and practically. As China commercial banks had been once special organizations and had special background also, the use marketing and sales are very shallow and disordered. The purpose of this paper is to find ways of competition strategy against foreign banks through theoretical discussion, and get the highly emphasis of China banks.The main contribution of this paper is first, the similarity and difference of marketing of bank and other services are analyzed in detail. Second, the misconception of the banks marketing currently existing are deeply discussed, based on the facts. Third, the advantage and disadvantage of China commercial banks and foreign banks are compared. Fourth, innovation strategies of China commercial banks are fully discussed. And last, the essences of marketing of commercial banks are pointed in this paper, that is the relation marketing.