股份制商业银行营销策略分析-工商管理专业论文.docxVIP

II II Abstract Our countrys shareholding commercial banks pass through many years development, have already obtained the achievement which focus attention on, but are regardless of the overall scale or the market marketing channel construction. Our countrys shareholding commercial banks cannot catch up with four big national commercial banks. Since 2006 opening money market to the foreign capital bank comprehensively, our countrys shareholding commercial banks have got another formidable competitor. Under this kind of big background, the only way which could guarantee the unceasing development of the shareholding commercial bank is taking the marketing strategy of customer-oriented, keeping the old customer, at the same time, attracting the new customer. This thesis scans the present marketing situation of shareholding commercial banks, takes a bank as an example, has carried on some beneficial discussions. The article firstly introduces the object of study and the Chinese Banking industry market environment, through the concrete data to see their service proportion is uncoordinated, this will put development of the bank in the hidden danger. Then it uses the SWOT analytic method from the bank’s interior superiority, internal inferiority, exterior opportunity, exterior threat to analyze the shareholding bank the marketing present situation. It gives advices about the goal market localization, the marketing strategy choice, the marketing strategy formulation and the marketing organization pattern, and has profited from the overseas success marketing experience, keeping away from the risk. Finally the conclusion is, that the shareholding banks must lock onto target market in the marketing process, implement the different strategy, balance the service proportion, provide multi-channel services, renew marketing concept as well as the marketing organization system, choose suitable marketing strategy, then may find a healthy way on the development. Key words: Shareholdin