The Marketing and Business Performance of Chinese Commercial Banks—Evidence from Listed Banks
Abstract: With the quick process of China’s financial market-oriented reform, the competition among finan-cial institutions becomes more and more furious, so implementing scientific and effective financial marketing is the key point to the long-run development of financial institutions, such as commercial banks. This article firstly analyses the current situation and development of financial marketing in China and opportunity and challenge which the change of marketing environment brings to the commercial banks, based on the overview of the concept and trait of financial marketing. Then, we focus on the relationship between marketing management and banks’ performance through an empirical analysis. And the last part of the article gives some conclusion and suggestion on the marketing management.
文章引用: 王汀汀 , 邓 静 , 王一贤 (2015) 商业银行营销与经营绩效—以上市商业银行为例。 现代市场营销， 5， 17-24. doi: 10.12677/MOM.2015.52002
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