我国商业银行零售业务的服务营销策略研究

Services Marketing Strategies of Chinese Commercial Banks in Retail Trade

随着我国金融市场的不断开放和金融体制改革的深入,当前商业银行市场竞争面临着前所未有的新的挑战。商业银行零售业务营销具有服务营销和两级营销的核心特点。现阶段我国商业银行在零售业务营销实践中存在许多问题,因此,深入加强开展商业银行零售业务营销迫在眉睫。我国商业银行服务营销策略应采取进一步树立客户中心的现代服务营销理念、科学制定市场细分和目标选择策略、实施服务创新及完善营销管理体系等措施。

This paper analyses the characteristics of the marketing of commercial banks as well as the necessity of conducting service marketing. It also analyses the practical problems of the Chinese commercial banks in retail trade marketing at the present stage , and puts forward some serviee marketing suggestions for Chinese eommercial bank.