Jinan City Construction Bank Marketing Strategy

Along with the quick step of the finance business systems' reform and opening, a number of local commercial banks of shareholding system and foreign banks have a huge impact on state-owned commercial banks by the superior quality of service and flexible operating ways. In order to maintain their own superiority in the severe competition, state-owned commercial banks have to build up their own marketing strategies.China Construction Bank of Jinan city plays an important role in the finance business of Jinan. By the end of year 2004, its balance held on deposits and loans balance have been secondary to Industrial and Commercial Bank of China that has been in the first place. Since 2000, because of the reform of the personnel and restriction incentive mechanism that China Construction Bank of Jinan city has been engaged in , the practice of flat management and the competition against the commercial banks of shareholding system, China Construction Bank of Jinan city has lost a great many skilled persons and many customers. The declining performance is following. In the thesis, the author attempts to direct this bank to make good use of its own advantage by the study of its marketing strategy. That is to say, the bank should pay much more attention to the customers' demand so that it can seize the market chance with the implement of marketing strategy. Thus, the bank may guard against the bank risk, improve competition ability and enhance its economic efficiency.The thesis is composed of six parts. Part one is preface that introduces to study the domestic and international present condition of the realm and the use value of the researches originally. Part two tells us the theory foundation of commercial banks' marketing strategy researches. In this part, temporary commercial banks' theory on marketing strategy is explained by means of market subdivisions and target market options of the marketing, SWOT analysis method. Partthree entirely analyzes marketing environment of China Construction Bank of Jinan city on the basis of analyzing Jinan city's economic environment and finance environment. Part four analyzes competitive opponents of China Construction Bank of Jinan city in the target market by means of Bert's five kinds of competition abilities model analysis. In this part, the author carries on researches on competition advantages and disadvantages, the opportunities and threats in the target market. Then the target market of China Construction Bank of Jinan city is determined. Part five analyzes the option of marketing strategies. In this part, the author puts forward the advice that China Construction Bank of Jinan city should take the customers as the center, understand the customers' demands, strengthen products innovation and make good use of mixed operating. The last part is conclusion, on the basis of overall analysis, pointing out China Construction Bank of Jinan city's marketing mix strategy has an important impact on its reform and development.The thesis theory meaning lies in: contacting marketing strategy and commercial banks' development from a new angle of view, explaining the relations between China Construction Bank of Jinan city's marketing strategy option and its environments, first putting forward the importance of mixed operating in the commercial banks marketing strategy, determining target market on the basis of market subdivisions, carrying on the product fixed position, carrying out the marketing combination.The thesis reality meaning lies in: putting forward the strategy of raising competition ability in the marketing field during the crucial stage of CCB changing the system to be the listed.