With the development of market economy, the degree of marketization of China's banking industry is constantly improving. Fierce market competition and the introduction of foreign advanced management concepts make marketing as a new competitive strategy increasingly favored by commercial banks. This paper analyzes the problems existing in the marketing process of commercial banks in China at present, such as insufficient attention to advertising communication, lack of strategic objectives in marketing, blindness and randomness in marketing strategies, unilateral pursuit of "networking", neglect of real relationship marketing, emphasis on deposit marketing, neglect of loan marketing, lack of scientific understanding and analysis, etc. In view of the existing problems, we should attach importance to the role of brand marketing and advertising, put forward market positioning strategy, one-on-one marketing strategy, comprehensive marketing strategy and scientific management mechanism, and implement marketing strategies that meet the market demand, so as to seek long-term survival and sustainable development in the fierce, complex and changeable market environment.
Keywords: commercial banks; Marketing; market strategy
abstract
With the development of market economy, the degree of marketization of China's banking industry is also constantly improving. Fierce market competition and the introduction of advanced foreign business and management concepts make marketing as a new competitive strategy increasingly favored by commercial banks. This paper analyzes the problems existing in the marketing process of commercial banks in China at present, such as insufficient attention to advertising communication, lack of strategic objectives in marketing, blindness and randomness in marketing strategies, one-sided pursuit of "networking" marketing, neglect of relationship marketing, emphasis on real deposit marketing, neglect of marketing of loans and other businesses, poor quality of marketers, lack of scientific understanding and analysis, etc. We should solve the problems of paying attention to brand marketing and advertising, and put forward market positioning strategy, one-to-one marketing strategy, comprehensive marketing strategy and scientific management mechanism, and implement marketing strategies that meet the market demand, so as to obtain long-term survival and sustainable development in a highly competitive, complex and diverse market environment. Keywords: commercial banks; Marketing; ......................................................... I. Summary of Marketing Strategy Catalogue
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1 Threaded ...................................................... IV
1. 1 research background .................................................... iv
1.2 research purposes .................................................... iv
1.3 research status at home and abroad .............................................. 5
1.3. 1 foreign research status .............................................. 5
1.3.2 domestic research status in .............................................. 5
1.4 research contents and methods .............................................. 6
1.4. 1 research content .................................................. 6
1.4.2 research methods .................................................. 6
2 the theoretical basis of commercial bank marketing ...................................... VII
2. 1 Marketing and Marketing Overview of Commercial Banks ............................ VII
2. 1. 1 The meaning of marketing ............................................ VII
2. 1.2 The meaning and characteristics of commercial bank marketing .............................. VII
2.2 Commercial Bank Marketing Theory .............................. 9
2.2. 1 market segmentation and product positioning ........................................ 9
2.2.2 Select the target market .............................................. 9
2.2.3 marketing mix .............................................. 10
3 China commercial bank marketing development status and comparison at home and abroad .................... 12
3. 1 The emergence and development of bank marketing .................................... 12
3.2 Marketing Development of China Commercial Banks .............................. 12
3.3 Marketing Status of Commercial Banks in China .................................. 14
3.4 International Comparison of Marketing of Commercial Banks in China .............................. 17
4 the main problems existing in the marketing of China's commercial banks .......................... 22
4. 1 Advertising communication function does not pay enough attention to ...................................... 22
4.2 marketing lack of strategic objectives ........................................ 22
4.3 Pay attention to deposit marketing and ignore the marketing of loans and other businesses. ...................... 23
4.4 The quality of marketing personnel is not up to standard, lacking scientific understanding and analysis of .................... 23.
4.5 Pay attention to external marketing and ignore the construction of internal marketing .............................. 23
5 China banking marketing development strategy analysis .................................. 25
5. 1 Pay attention to the role of brand marketing and advertising. ..................................25
5.2 Market Positioning Strategy ................................................ 25
5.3 One-on-one marketing strategy .............................................. 26
5.4 Comprehensive Marketing Strategy ................................................ 26
5.5 Scientific Management Mechanism ................................................ 26
On the conclusion of ......................................................... 28
Refer to ......................................................... 29
Thanks to ......................................................... 30.
Attachment1........................................................ 31
Attachment 2 ........................................................ 35 The above answers come from:/html/45-11288.htm.