Bank marketing refers to the creation and improvement of people's needs, desires and requirements by commercial bank organizations or individual bank marketers in a specific market environment, with the change of market structure as the guide, the satisfaction of customer needs as the center, and the adaptation and transformation of the ever-changing competitive environment as the means.

Through a series of creative activities, the potential exchange will be transformed into realistic exchange and fair transaction, and customers will be provided with exchangeable products, services and corresponding rights such as ownership and value, so that they and customers can get what they want, meet their own needs and desires, and further realize the overall natural management activities and social management activities of enterprises' profitability, adaptation to the environment and successful development.