Study On Adjustment Of Jilin Province Branch Of The Bank Of China Marketing Strategy

Since1990s, with the development of economy integration and financeglobalization, the competitive power of China state-owned commercial banks areimproving gradually, meanwhile, the ways to access competitive power are beingchanged from rely on products and services to rely on marketing strategy. However,Bank of China, with the Branch of Jilin Province for example, there are lots ofproblems on both the existing marketing strategy and the assigned marketing modelwhich lead to its lack of marketing competitive power in the regional business field,lower ranking of key indicator among the banking and the low level of profitabilityand revenue.This thesis takes the existing marketing strategy and marketing pattern of Bankof China Jilin Branch with the research background and practically analyzes the problems of present marketing strategy by the way of combination of theoretical research and empirical analysis as well as comparative analysis. Through further investigation into all kinds of problems existed in marketing patterns, it re-adjusts and develops marketing strategies which are able to apply to its regional marketing environment and the unique enterprise culture and operational characteristics of Bank of China so as to improve its market competitiveness, solve the situation in which marketing theory is out of touch with practices due to the impacts of other banks and realize fine marketingmanagement and maximize the comprehensive income.This thesis includes four chapters: Existing marketing strategies of Bank of China Jilin Branch and their problems, analysis on the marketing pattern of Bank of ChinaJilin Branch, thoughts of marketing strategies adjustment and specific measures of marketing strategies adjustment. Chapter1is the introduction and it mainly introduces the research background, significance of research, research thoughts and the structureof this thesis; in chapter2it demonstrates the problem of insufficient competitiveness with existing marketing strategies by the rating of5branches in Jilin key index areaof2011,analyzes the advantages and disadvantages of existing marketing strategies and points out the existing main problems and direction of adjustment; chapter3briefly indicates the existing main problems and direction of adjustment for the marketingpatterns which become the basis of each theory of existing marketing strategies including customer orientation, product marketing, marketing mix, business innovation, channel of information, etc; Chapter4refers to that the smooth implementation ofadjusted marketing strategy can be ensured via the establishment of followed threesystems: extension of service and fine management, incentive system and institutionalguarantee, staff promotion platform. This paper puts forward the concrete strategycustomer segmentation, including customer differentiated services, classificationtheory, customer bonus promotion measures; Also puts forward customer finemanagement theories,such as customer manager responsibility system, raises specificmeasures for the selection of customers, customer claim and extension services,measures through the tracking service to refining services channels positioning,guides and develops customers in a targeted manner to draft suitable financial serviceprogram in time so as to expand the corporation opportunity with customer and solidthe customer basics. Meanwhile, improve the marketing capacity and service level.This paper refines post division of labor and post positioning on incentive system andinstitutional guarantee policy to ensure the smooth implementation of marketingstrategy, and carries out a thorough study on the post responsibility and examinationmechanism of forefront staff in Bank of China Jilin Branch. Therefore, someforefront staff with outstanding marketing performance are able to break definedrequirements such as working experience and capable of promoting upon to themid-level position. And the marketing performance results will also be led into thecontention incentive mechanism.