Marketing Strategy Model Influences on Profitability Improvement in Urban Commercial Banks in China

Xu Zhanpeng

Commercial banks -- China -- Marketing

Bank marketing -- China -- Mathematical models

Financial services marketing -- China

This thesis is a study of the impact of marketing strategy models on the profitability of urban commercial banks in China. Based on the close integration of the actual development of urban commercial banks, this paper mainly discusses the theoretical, policy, and digital-era backgrounds of marketing for urban commercial banks from the perspective of basic marketing principles. Then, based on the relationship between products, services, safety, information technology, customer
loyalty, and profitability improvement of urban commercial banks, research questions, objectives, and related hypotheses are proposed. Within the scope of this study, this paper analyses the variable composition of marketing strategies of urban commercial banks by combining qualitative and quantitative methods with related research. It focuses on questionnaires and task interviews with grassroots employees, middle managers, and senior managers of urban commercial banks, and collects data through literature analysis and fieldwork. Using mathematical and statistical tools, we analyse and compare the relevant values of the marketing strategy model of urban commercial banks, innovatively put forward the marketing strategy model of urban commercial banks, and make research and analysis on its model against the practice of urban commercial banks' operation and management, analyse the problems and root causes of the marketing of urban commercial banks, and in-depth analysis of urban commercial banks under the influence of the objective environment of market economy in terms of their Marketing concept, operation mechanism, development strategy, and so on, and then put forward suitable measures for the current urban
commercial bank marketing. The dissertation achieves three objectives: (1) To explore urban commercial banks’ products, services, safety, information technology, customer loyalty, and profitability improvement. (2) To analyze the direct and indirect effects of products, services, safety, information technology, and customer loyalty on the profitability of urban commercial banks. (3) To find a model of marketing strategies affecting the profitability improvement of Chinese urban commercial banks.
The results were to be as follows
1. Financial core products, financial services, financial safety, and information technology are important influencing factors for the sustainable development of urban commercial banks. Based on marketing theory, performance theory, information technology theory, financial service theory, and financial safety theory, this paper also incorporates the factor of bank customer loyalty, constructs a theoretical model, and analyzes the influence mechanism of the core products, financial services, financial safety, information technology, and customer loyalty of urban commercial banks on
performance.
2. This research demonstrates outstanding theoretical value in the field of finance and makes significant contributions to the expansion and deepening of the disciplinary knowledge system.
3. Financial core products, financial services, financial safety, and information technology, as the key influencing factors for the sustainable development of urban commercial banks, have laid the foundation for the banks' progress and also outlined the roadmap for optimization and improvement. After an in-depth analysis of the internal relationships between these factors and bank performance, a series of highly targeted countermeasures is emerging, aiming to comprehensively drive urban commercial banks to a new level of development.

Keywords: Urban Commercial Bank, Marketing Strategy, Financial Management

Bansomdejchaopraya Rajabhat University. Office of Academic Resources and Information Technology

Chiyawit Muangmee

Nusanee Meekaewkunchorn

Tatchapong Sattabut

2025

2026-09-23

2026-09-23

2026-09-23

thesis

application/pdf

eng

Bansomdejchaopraya Rajabhat University

Degree of Doctor of Philosophy

Doctoral degree

Business Administration Program (International Program)

Bansomdejchaopraya Rajabhat University