Research On The Marketing Management Of Commercial Bank China Comprehensive Financial Services

As the integrated service projects of commercial bank expand and develop, one of the most important financial instruments as commercial banks "marketing" is bound to a breakthrough. Based on predecessors’ comprehensive financial services in the commercial bank marketing management related theory research, focusing on the present study is the lack of practices, with specific cases as the breakthrough point, to point with surface, for the study of the theory in the field of financial marketing applied to provide practical experience, marketing for commercial bank itself, mechanism and team construction provide a vivid case for reference. Thus it based on academic theory along with the actual case to discuss commercial bank’s financial marketing service.Under the background of China’s economic opening to the outside world and strong competition between commercial Banks, continuing to develop and perfecting the commercial bank comprehensive financial services is particularly important. And improving their management level is also of great significance for themselves to occupy their own place in the financial markets. The author will be based on the background significance to look up related literature at home and abroad, this paper analyses the relevant theories of scholars at home and abroad. On the basis of previous studies, this paper puts forward the research content and methods of the actual marketing plan and theory analysis, which leads to the central idea of this article.After establishing the basic idea, the author puts forward the specific analysis of the relevant theoretical research. Through to our country commercial bank comprehensive financial services and marketing model of correlation analysis, this paper finds and puts forward the our country commercial bank comprehensive financial services marketing management problems.Then the writer introduces the actual case studies of Z bank and carries on preliminary theoretical analysis. Through to the SWOT analysis on financial services marketing plan which is the Z Banks for A enterprise, as well as related risk assessment, theorized the feasibility analysis of the marketing plan is given.Based on the feasibility analysis of the commercial bank financial services marketing scheme, the author will give specific financial project cases of three industries and three actual marketing solutions and analysis. Through the marketing management research practice, combining with theoretical analysis of actual case, this paper puts forward the real specific experience and problems of marketing management.Finally, on the basis that actual and theory are fully combined, the writer sums up the marketing experience and problem of commercial bank’s integrated services project according to the results of the actual case. Based on the above theory and practice analysis, it studies the specific situation and related problems in China and puts forward corresponding countermeasures and suggestions.In this paper, the author bases on the full research of the theory and the premise for marketing practice. Then reasonably using the theory combined with analysis, this paper summarizes the experience in commercial bank financial marketing plan and effective measures. It also broadens the research scope from the angle of practical application. Also it provides the related theoretical basis to large multinational companies’ mergers and acquisitions in China, which makes China’s enterprises win quickly in a landslide in a competitive market with good financial strategy.