A Study On The Strategy Of Marketing Management For Changjiang Commercial Bank

According to the current situation of the marketing department of the ChangjiangCommercial Bank and the domestic-foreign financial market environment, combinedwith the market image and strategic location, the development of its own productsystems, process reengineering and organization structure, we put forward thefollow-up business development suggestions. The purpose is to provide reference forimproving marketing management and making competitive ability to the next step.Along with our country market be all-round opening up the worlds, China’sfinancial industry will face fierce competition. The commercial banks must changetheir management philosophy, standing in the customer’s position and angle, makingproduct and service innovation, meeting customer demands, improving customersatisfaction and loyalty to the banks, so as to enhance the core competitiveness. Thisthesis focuses on the existing problems of Changjiang Commercial Bank marketingmanagement, which are discussed and put forward suggestions, including: first, at thestrategic level, from two aspects, the external market image and internal managementstrategy, the problems of the Changjiang Commercial Bank brand image and marketpositioning; discusse it be a good commercial bank from the aspects of service quality,brand image, a good foundation for market competition and marketing management;according to the situation of the target market homogenization, suggest the ChangjiangCommercial Bank should determine the company’s business, personal business and thesame trade business, according to the characteristics of itself. Second, at themethodology level, solve the problem of product system and process design. That is tosolve the marketing problems. Recommendation the Changjiang Commercial Bankchange the traditional management idea " from the risk to customer", establish acustomer-centric service philosophy; through reengineering business process and improving the efficiency of financial services, the bank would made greatimprovement in cost, quality, service and efficiency; analysis of financial productsinnovation system, and make more different the products to meet different levels ofconsumer customer demand. Third, at the implement level, improve the internalorganizational structure, labor division and the appraisal system etc. The ChangjiangCommercial Bank needs to design their own marketing organization structure, thecorresponding departments and posts to adapt the requirements of market orientationand the business process of new marketing management, ensure the ability ofmarketing management to Enhance and execute.