At present, domestic banks generally do not set up specialized and unified comprehensive marketing departments and positions. Instead, they usually set up marketing positions in various business departments.

Generally, they can be divided into: corporate Marketing (mainly account managers or loan officers, including credit, domestic settlement, international settlement, funds, electronic banking and other businesses), private marketing (generally including mortgage loans, car loans, mortgage loans, etc.), credit card business, etc.

Generally speaking, the current corporate marketing positions are relatively comprehensive, that is, the aforementioned related businesses require marketing, in addition to the absorption of deposits, as well as some private banking and credit card businesses.

As for personal and credit cards, it is relatively simple. Basically, it only needs to market the business of this department. Some banks have set up a unified marketing team for the entire bank, but its main responsibility is not to conduct marketing directly, but to guide and unify the marketing behavior of the entire bank, which is a management position.

Extended information

Marketing methods:

1. Integrated marketing communications

Integrated Marketing Communications (Integrated Marketing Communications): refers to various aspects of corporate communications A comprehensive integration model, including general advertising, direct communication with customers, promotions, public relations, etc., to disperse the dissemination of information and achieve seamless integration, so that the overall communication effect of the enterprise and its products and services is clear and sustainable. Consistency, improvement.

2. Database marketing

Database marketing: Collect consumer behavior information and manufacturer sales information in a specific way on the Internet (database or community) or entity, and use it in a fixed The format accumulates this information in a database to allow for statistical analysis of marketing actions on appropriate marketing opportunities.

3. Internet marketing

Internet marketing: Internet marketing is an indispensable part of the overall marketing strategy of the enterprise. It is to achieve the overall business goals of the enterprise, using the Internet as the basic means to create various online business environment activities.

The functions of Internet marketing include website promotion, online branding, information release, online research, customer relations, customer service, sales channels and promotions.

4. Direct Marketing

Direct Marketing: Without intermediaries, direct marketing uses consumer direct (CD) channels to contact and provide goods and services to customers. Its biggest feature is "direct communication with consumers or sales activities without dealers."

It is a marketing model that uses one or more media to theoretically reach any target area, including regional and positioning sectors, and can measure the response or transactional results.

5. Relationship Marketing

Relationship Marketing: In many cases, companies cannot pursue transactions immediately, so they will build customer relationships with long-term suppliers. What the company hopes to demonstrate to its customers is excellent service capabilities. Most clients are large and global.

They prefer suppliers who can offer complementary products or services in different regions and can quickly solve local problems. When implementing a customer relationship management program, organizations must focus on customer and product management. At the same time, companies must understand that while relationship marketing is important, it doesn't always work.

Thus, companies must evaluate which department and which specific customer would be most beneficial to use relationship marketing.

6. Green Marketing

Green marketing refers to the marketing activities carried out by enterprises to satisfy consumers’ green consumption habits, taking green environmental protection as the value orientation of product production, and taking green Culture is the production concept and strives to meet the needs of consumers. for green products.

7. Social Marketing

Social marketing is based on the dual characteristics of "economic man" and "social man". It uses similar business marketing methods to achieve social welfare purposes. or a means of leveraging social welfare value to promote its goods or commercial services.

Like general marketing, the purpose of social marketing is to consciously change the behavior of the target group (consumers).

However, unlike the general commercial marketing model, the motivation for behavioral change pursued in social marketing comes more from non-commercial motives, or non-commercial behaviors simulate commercial selling points.

8. Viral Marketing

Viral marketing is a messaging strategy that rapidly expands the impact of a message by providing cheap copies to other audiences. Compared with traditional marketing, the characteristics of voluntary acceptance by the audience make the cost lower and the benefits more obvious.

Reference: Baidu Encyclopedia-Marketing