Marketing Strategy Of The City Commercial Banking Services

With the rapid development of China’s economy and the acceleration of thecombination between the financial sectors and the international ones, the conditions forforeign banks to enter China become more relaxed, and many foreign banks have set upbranches in China, which has intensified competition in the industry. Meanwhile, thecountry has also formed a multi-level co-existence of major banks, multi-level patternof competition, and banks has launched a brutal competition for limited market shareand target customers. Compared with foreign commercial banks, there is a large gap inChina’s urban commercial banks both in the financial product innovation, in the servicemarketing concepts and marketing mode.This essay is on the basis of analysis of marketing theory, the theory of commercialbanking services marketing, relationship marketing theory, and domestic andforeign commercial banks advanced management experience, the author combines withthe current context of the deepening of China’s reform of the financial system aroundthe city commercial banks operating environment thoroughly, discusses the basicproblems of the presence of urban commercial banking servicesmarketing and analyzes the characteristics and development status of city commercialbanks and all sorts of services marketing problems. Meanwhile, Based on the analysisof the marketing environment of China’s banking services, the author puts forward somemarketing strategies. This study will help city commercial banks to clear the situation,identify the market position, develop a respect for their own service marketing strategy,and take their advantage in the competition, so as to provide useful suggestions for theurban commercial bank’s management and at the same time also have some referenceand reference value for those industry executives.