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123AbstractDoesthecommercialbankneedmarketing?TheAmericanbankershadonceputforwardsuchaquestionwhenthemarketingwasfirstintroducedtotraditionallyconservativebanking.Howeverithaspassedfiftyyears.Afterfifty-yeardevelopment,marketinghasbecomeaninalienablepartofdevelopmentstrategyandmanagementstyleinwesterncommercialbanks.Comparativelyspeaking,thebankcircleofourcountryhasjustsetfootinthisfield.Ontheonehand,eachbankstillhasnoobviousstrategy.Therearealotofmisunderstandingsandoperationalmistakes.Therefore,itisveryimportanttolearnfromwesternbankmarketingsoastopromotethesounddevelopmentofourcommercialbanks.Thisthesisbeginswiththeconceptsofbankmarketing,andsystematicallyanalysesthereasonsandevolutionofcommercialbankmarketing.Onthebasisofsummarizingthesuccessfulexperiencesandtheoriesinthewesterncommercialbanks,thearticlehasprobedintotheexistingproblemsandconcretecountermeasureinourcountry’scommercialbanks.Thisthesisisdividedintothreeparts:Thefirstpart:theoutlineofcommercialbankmarketingFirstofall,proceedingfromthedefinitionofmarketing,thethesis4definesthecommercialbankmarketing,andexpoundsthecharacteristicofbankmarketing.Comparedwithindustrialandcommercialenterprises,commercialbankshavethreedistinguishedcharacteristics:producthomogeneity,inseparabilityandmanagementsecurity.Allthesefactorsdeterminethatcommercialbankmarketinghasitsowncharacteristic.Secondly,thisarticlediscussesthereasonsthatmotivecommercialbankspursemarketingandthecourseofwesterncommercialbankmarketing.Thedeclineoffinancialmarketshare,theheatedfinancialmarketcompetitionandthechangeofconsumerpurchasecustomimpelcommercialbanktounderstandtheimportanceofmarketingandapplymarketingtheorytocommercialbankmanagement.Duringthiscourse,bankmarketinghasexperiencedfollowingstages:advertisingandpromotionstage,“friendlyservice”stage,financialinnovationstage,segmentationandpositioningstage,marketingmanagementstageandcustomer-orientationstage.Thesecondpart:thetheoriesandexperiencesofwesterncommercialbankmarketingThispartmainlydealswithfollowingtheories:commercialbankmarketingconcept,customersatisfactionstrategyandinternalmarketingstrategy,andthestrategicmanagementmodelofcommercialbankmarketing.Firstofall,thebank-marketingconceptbelievesthatcustomersatisfaction,profit,allstaff’seffortandsocialresponsibilityarefourkeyelementsofbankmarketingconcept.Amongthesefourelements,customersatisfactionranksthefirst.Bank-marketingconceptemphasizesthatthebankshouldmakebalancebetweencustomersatisfactionandprofitinordertoeffectivelyrealizethegoalofprofit.Atthesametime,unlessthemarketingconceptiseffectivelyincorporatedinthewholebankoperationandconnectingdifferentdepartmentstafftogetherunderthisidea,canthebankachievemarketingsuccess.Anotherfactorsthatthebankshouldbetakenintoaccountisthatmarketingmustgooninakindofwayresponsibleforthesociety,becausethebankisnotlocatedinthevacuum,anditisapartofthesociety.Furthermore,customerandcustomersatisfactionrunthroughthewholeprocessofcommercialbankmarketingactivities,socustomersatisfactionstrategyisabasicstrategyofthecommercialbank.Customersatisfaction5requeststhecommercialbankfromthecustomer’sperspectiveandviewstoanalyzeandresearchtheneedofcustomers.Inaword,thebankshouldregardacquiringmaximumcustomersatisfactionasthegeneralgoalofbankmanagement.Ontheotherhand,satisfiedcustomerscomefromsatisfiedemployees.Sothecommercialbankshouldlunchinternalmarketingsoastoattractandretainoutstandingemployeesbyofferingattractiveproductstothebankemployees.Thesuccessofinternalmarketingneedthecorrespondinginstitutionalframeworkandsupportfromthebanksenioradministrators.Inaddition,thecommercialbankmarketingisacomplicatedsystem,whichneedstocarryonscientific,effectivemanagementtothemarketingactivityandimplementsystematicalcompletemanagementprocess.Thethirdpart:currentsituationandcountermeasureofcommercialbankofourcountryThispartmainlydiscussestheevolutionofthecommercialbankmarketinginourcountryandexistingproblems.Inviewingofexistingproblems,thethesisputsforwardsomesuggestions.Firstofall,commercialbankmarketingofourcountryhasexperiencedfourstages:nomarketingstage,embryonicstage,startingstageanddevelopingstage.Afteradecadeyears’development,ourcommercialbankshavebeguntorealizetheimportanceofbankmarketingandadoptrelevantmarketingmethodsandstrategies.ButbecauseChinesebanksimplementedmarketingrelativelylateandarelackingofthetheoreticalguidance,therearestillsomeblindspotsandoperationalmistakesinbankmarketing.Onthewhole,thequestionsofthecommercialbankmarketingmainlyreflectinfollowingaspects:one-sidedmarketingconcept,unreasonableinternalbankstructure,inadequatebankpositioning,impropermarketstrategymix.Concerningtheseexistingproblems,thisthesisputforwardthecountermeasuresfromthefollowingrespects:(1)Toimplementtheoverallmarketingconceptinthebank;(2)Tosetuptheinternalbankorganizationonthebasisofcustomer-centeredguidelines;(3)Tocarryonthoroughmarketsurveyandmarketsegmentation;(4)Toinnovatemarket-strategymixofcommercialbank,regarding6customer-orienteddirection;(5)Toimplementinternalmarketingstr