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Research on building a highly efficient marketing management system of China large banks

Author(s): Xiaogang Yang, Zhenglun Yang

In recent years, with the increasing competition in domestic and foreign financial institutions, China’s large banks have realized that building a highly efficient marketing management system is imperative. They must change the current passive marketing methods, transforming from passiveness to activeness, strengthening the process control of marketing management, so as to achieve a highly efficient marketing management. Building a marketing system positioned on the customer demand information mining, analysis and response mechanism, and dealing with all levels of responsibility relations scientifically and reasonably, only with this kind of marketing management structure can the banks coordinate the relationship between the marketing and service, making both of them integrate organically. Each large bank should give full play to their own advantages to promote the construction of marketing system, to build a marketing team which can fight and win, and running the system security work well, improving the marketing resource allocation system. Besides, they also need to do a good job of personal marketing resource allocation, by analyzing and researching the current situation of Chinese large banks, the study found that while building and improving the effectiveness of marketing system, the banks should not ignore the following at the same time: firstly, to encourage and support the exploration of the grassroots bank on the allocation of financial resources personally, so as to encourage individuals who has a significant contribution; Secondly, outstanding the specialness competitiveness of individual encouragement, developing the individual initiative at the most. All in all, the ultimate goal of building a highly efficient marketing management system is to stimulate the marketing personnel's enthusiasm and initiative at the most, and enhance the competitiveness of China's large Banks in the world's financial markets

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