Modern Bank Marketing Research: Trends And Build

There are lots of keen competitions among domestic commercial banks in all kinds of bank operations ^specially in deposition and attracting high grade customers these years.At the same time ,many foreign banks began to enter Chinese financial market which is more deeply opening to occupy the market share .The competition in the domestic banking is closer. All of domestic commercial banks have regarded marketing as their developing strategy to set up the competition advantage of themselves. What is marketing, why the domestic banking attach importance to marketing, can marketing resolve the problems with which domestic commercial banks are faced, how to set up the developing strategy of bank marketing which is fit for Chinese market environment? This article begins with these problems.At first, we analyse the definition, concept, and the road of marketing theory. Then, we make the concept of marketing clearer , and criticize the "cure bank marketing theory". Thinking back the development of the foreign bank marketing, we describe the characteristics of it today, and sum up four currents: internal marketing. CRM strategy, loyalty marketing and marketing of bank' brand. From the comparison between the characteristics of Chinese bank marketing' developing stage and the foreign' , we not only can judge the right stage of Chinese bank marketing' developing correctly, but also can find out the problems in it. Finally, this article gives a comprehensive and appropriate suggestion on the construction of Chinese commercial bank marketing" strategy.Up to now, this article is on the leading status on the study of the foreign literature, not only in number, but also in quality. After reading lots of foreign literature. I summarize the four currents of foreign -bank marketing' development, and give suggestions on the construction of Chinese commercial bank marketing' strategy at the same time. They are two important originalities in this article.