Marketing Strategies of Commercial Banks

Author: Zhao Hui
Publisher:
Publish Date: 2003-06-01
Features: Bank marketing is a crucial topic for banking industries, especially in China, to contemplate and study in the 21st century, as they face fierce competition from foreign banks after joining the World Trade Organization. The author of this book combines successful marketing cases from major foreign banks to analyze the evolution, fundamental theories, and marketing models of Western commercial banks' success through marketing. It elaborates on the need for Chinese commercial banks to shift from relying on traditional businesses to establishing a brand-new marketing philosophy, employing innovative marketing methods, and focusing on customers as the core to rationally conduct market positioning, product pricing, and the innovation of financial products and services. It also discusses the transformation of institutional and business process reengineering, the establishment of learning-oriented marketing organizations, and a series of related issues.
The book is divided into ten chapters:
Chapter 1: The Commercial Bank Descending from the Greek Temple—The Historical Evolution of Bank Marketing
Chapter 2: Grasping Customer Relationships—Building Loyal Customers
Chapter 3: Innovating Bank Products and Services
Chapter 4: Bank Positioning Strategy—Building Differentiated Advantages
Chapter 5: Bank Pricing Strategy—Building Value-Added Cohesion
Chapter 6: Bank Institutional and Business Process Reengineering—Building an Efficient Marketing Operation Model
Chapter 7: Improving the Customer Relationship Manager System—Building a Learning-Oriented Marketing Organization
Chapter 8: Bank Personal Financial Planning Services—Building a High-End Loyal Customer Group
Chapter 9: From Intangible to Tangible—Building a High-Quality Brand Bank
Chapter 10: The New Financial Competition Era Centered on Customer Relationships: An Outlook and Reflection on the Future Trends of Chinese Bank Marketing Strategies
This book is forward-looking and applicable, serving as a learning and training textbook for employees and cadres in the banking system. It is particularly instructive for bank leaders in planning and marketing their banks' markets, as well as for learning and drawing on the successful marketing philosophies and experiences of leading banks. Additionally, it can be used as a reference book for economics and finance teachers and students in colleges and universities.