CITIC Bank Zhengzhou Branch Public-private Joint Marketing Research

In recent years, in accordance with the relevant provisions of the WTO, China’s financial market is gradually opening up, foreign banks have by virtue of its own experience in marketing has begun to gradually develop in the Chinese market, and with the gradual rise of the number of local banks, city banks so that China’s commercial banks face tremendous pressures and challenges in the development process. In addition, with the continuous development of the economic level, the bank customer demand for financial products has begun to diversify, personalized, traditional financial service mode no longer able to better meet customers’ needs, commercial banks must continue to develop new products through to cater to the needs of consumers, increasing the cost of commercial banks to develop products which to some extent; in addition, competition among commercial banks increasingly fierce commercial banks to develop new customers, maintain old customers continued difficulty and cost increase and improve mining existing customers, and strive to make existing customers to help banks create greater value, it is a question of commercial banks should actively explore. In this case, public-private joint marketing it is very important. Although the domestic commercial banks have begun to pay attention to public-private joint marketing, but to implement short time, and in practice due to the lack of mature theory as a guide, the effect of public and private commercial banks, joint marketing, is often not very optimistic about the public-private joint marketing activities and It failed to satisfy the financial needs of consumers.Based on the review of the relevant research at home and abroad, the introduction of joint marketing of produce, connotation, characteristics, and the importance and significance of public-private joint marketing were discussed CITIC Bank Zhengzhou Branch. In support of the theory, the combination of the actual situation of China CITIC Bank Zhengzhou Branch joint marketing of public and private, that the current CITIC Bank Zhengzhou Branch in products, channels, and other aspects of the personnel are still many issues that affect the smooth development of public-private joint marketing activities. Combined with their actual work experience, recommendations from Zhengzhou Branch set up the institutional and personnel evaluation, product design, marketing channels, and many other improvements, in order to promote the development of effective public-private joint marketing Zhengzhou Branch activities. We also hope this study can have some reference to other units within the industry.