A Study On Mechanisms Of New Products Promotion In Large State-Owned Banks

Along with our country economic restructuring, the bank in china entered to another business transformation. In this context, the large state-owned banks pay more and more attention to product innovation, expected to keep the enterprise performance, enhance the core competitiveness through product innovation. The promotion of new products as an important part in the chain of product innovation, is the key to the product innovation to achieve value creation. However, the large state-owned banks generally pay more attention to product innovation than the promotion of new products, have not established the promotion mechanism of new products effective. A lot of new products launched no effective promotion, innovation is not successful, and make the positive effect to bank product innovation.This paper analysis the large state-owned banks current situation in new product promotion, base on the foreign advanced banks experience, construct the matrix type organizational structure design of the promotion of new products and new product promotion process, and use the KPI theory to evaluate the work of new products.The innovation of this paper lies in:one is to promote the work of the new financial products as the object of study, has directive meaning to improve the new product promotion system of large state-owned banks; two is the method for evaluation of design work of new products to promote the effectiveness of large state-owned banks based on the present situation, has the strong operation.