银行营销－－商业银行的唯一选择与发展方向（英文）

With the increasing of residents’ income in Shanghai, the traditional financial concept has been changed, the new demand of consumption has supplied new opportunities to banking. With the development of economy, the money on hand of people in Shanghai has been increased dramatically, the concept of investment incubated in the mind of people in Shanghai will be more clear. However, the other investment channels such as stock and bond are not popularly accepted due to the high “operating cost” and “entry cost”, so a big percentage of income of people in Shanghai has flowed into banks. In this condition, people in Shanghai are not satisfied with deposit, the only channel of investment, people would like to demand the bank to supply more financial assets as options to investments, these financial tools should satisfy the requirements of investment, avoiding risk and keeping the value and make value added. At the same time, there are more demands in family financial service such as investments and financing. On the other hand, the structure of consumption has been changed greatly, the rate of material consumption has decreased gradually and the rate of nonmaterial consumption has been increased step by step. In the part of material consumption, the percentage of the consumption of reliable goods with and top grade has increased gradually, it demands the bank to develop the corresponding credit business of consumption such as mortgage of house, car loan. In the part of nonmaterial consumption, bank should make more flexible policy and feasible means to support the student’s study such as my MBA’s study loan.

　　According to the statistics, now Shanghai people use the following services:

　　a). 22% of Shanghai people transacts insurance service through banks

　　b). 27% of Shanghai people transacts securities business through banks

　　c). 44% of Shanghai people uses the credit card and debit card service of commercial banks (the increasing rate is above 50%)

　　d). 69% of Shanghai people gets salary through banks and 59% of Shanghai people pays the expense of public utilities through banks

　　However, only small percentage of Shanghai people uses the new services now:

　　a).1% of Shanghai people gets bank loan for car

　　b). 8% of Shanghai people uses loan of personal consumption to buy electric appliances

　　The average income of families has increased greatly, and a lot of Shanghai people have become the shareholders of stock banks.　

　　Various and Captious Banking Needs-Future Banking Needs of the People in Shanghai

　　The future banking needs of the people in Shanghai will be more various and captious. The people would like to enjoy not only popular service but also customized service with high quality and high technology. No doubt, E-bank will be a potential direction of commercial banking in China. At the same time, people care about the security and secret of their information of bank information in online e-business. In a word, people in Shanghai will appeal to the combined service of commercial service, investment service, online e-service, personal bank service and information service.

　　Bank Marketing-The only choice and future direction of Commercial banking

　　All the above bank needs require the commercial banks to develop bank marketing urgently, bank marketing is the future direction and only choice of commercial banks in China. CS(Customer satisfaction) should be the principle of all the activities of commercial banking, commercial banks should analyze the demands of customers from the angle of customers. Through CS, the commercial banks can set the demands of customers including potential demands as the goal of development, design the environment of service and improve service tools, and create the satisfactory carriers of service to satisfy customers, finally the commercial bank can reach the purpose of increasing the competitive capability.

　　Through bank marketing and the strategy of CS(customer satisfaction), the bank can increase the efficiency of financial service and build credibility among customers. At the same time, the products and services of commercial banks can be easily accepted by customers and it will greatly improve the service efficiency and quality of commercial banks. 　

　　Just because the basic idea of CS is to think based on the benefits of customers, it is quite easy to find the unreasonable processes during the daily operations and find prompt solutions and strategies to these problems. Based on the Win-Win policy between banks and customers, commercial banks and customers can avoid the risks and share the benefits together.

　　So, commercial banks first should position their targeted customers and design the products that they can supply to clients based on their served markets, and in addition to the competitive price and superior service, commercial banks should also give efficient promotion to targeted markets. Commercial bank should make market research, and strengthen the market communication with customers. Optimizing the resources of commercial banks through IMC(Integrated Marketing Communication) is very crucial to the development of commercial banks. No bank can be a successful one without the suggestion of customers, “ask for commercial opportunities from customers” is the only solution to commercial banks in the future. The ideal commercial bank should give the combination of　“commercial service, investment service, online e-service, personal bank service and information service” to clients.

　　When the strategy of commercial bank is determined, human resources is the crucial factor. The future competition is the competition of talented people, it is well known that more and more international banks enter Shanghai with Chinese entry to WTO, so commercial bank should also deploy the flexible and rational employment policy and stimulation system to attract more market-oriented talented people. With the quality improvement of employees in commercial bank, the service capability and technology will be improved accordingly.　

　　At the same time, information technology is very important to the development of enterprise and bank. The future commercial bank should construct long term relationship with hi-tech industries and investment Corp., and it should supply convenient and high efficient service to customers. It means that future commercial bank should not only supply money to customers, it also should supply the value added information, only through this way, commercial bank can get better rewards from technical innovation and concept innovation.

　　In conclusion, banking marketing with talented people and latest information technology will be the future direction of commercial banking in China.

　　江浩，生于1972年，1996年4月毕业于华东理工大学并获得硕士学位，历任德国KSB泵上海公司项目经理、西门子中国有限公司市场经理、英国斯特林流体系统（亚洲）有限公司中国区销售总监, 现为美国塔海尔集团(Tuthill Corp.)上海代表处首席代表、中国韩国区域总监。欢迎与作者探讨您的观点和看法，联系电话：13311838757，电子邮件：[email protected]

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