Commercial bank service marketing

Author: Du Qinping
Publisher:
Publish Date: 2005-09-01
Features: With the gradual deepening of China's reform and opening-up, various forms of ownership banks have emerged in the Chinese market, and competition among banks has intensified. This book explores how banks, especially commercial banks, can enhance their competitiveness amid the new competitive landscape by deepening reforms while establishing systematic marketing organizations, conducting systematic marketing activities, and implementing effective marketing innovations. The book is divided into four parts, comprising fourteen chapters. Part 1 introduces the basic principles of commercial bank marketing management, including: the industry overview of commercial banks, the marketing overview of commercial banks, the tasks and functions of commercial bank marketing, and the basic content of commercial bank marketing management. Part 2 introduces the basic methods of commercial bank service marketing management, including: market positioning and development of commercial bank products, pricing strategies for commercial bank products and services, selection and expansion of marketing channels for commercial banks, promotional strategies for commercial banks, and service quality management and optimization of service systems. Part 3 introduces innovations in commercial bank marketing methods, including: online banking, bank cards, and bank wealth management. Part 4 introduces the current status and prospects of marketing management in Chinese commercial banks, including: an overview of marketing in Chinese commercial banks and Chapter 14 on the future prospects of marketing in Chinese commercial banks.