当前我国商业银行营销存在的问题及对策研究

Problems in the Marketing of Commercial Banks and the Countermeasures for Them

银行营销是指银行业以金融市场为导向,把金融产品和服务销售给客户,以满足客户和社会发展需要并实现银行盈利目标的管理活动。当前,我国商业银行营销在市场规划、市场策略、市场定位、客户管理、营销业务、营销理念等方面存在着诸多不足,需要进一步强化营销策略。要树立主动营销理念,积极实施文化营销、特色营销、合作营销和金融品牌营销,加强营销队伍建设,只有这样,才能实现银行业的发展,并在全面开放的市场竞争中立于不败之地。

Under the guidance of financial markets,banking marketing sell financial products and services to customers to meet the needs of customers and social development and achieve the goal of gaining profits in banking management.At present,there are a lot of drawbacks in our commercial banks` market planning,marketing strategy,market position,customer management,marketing business,marketing ideas.What should be enhanced in marketing strategy includes——building up the idea of positive marketing,active conducting cultural and feature marketing,planning co-operative marketing,strengthening the marketing of financial brands and the building of the marketing staff so as to realize the development of banks and establish an unassailable position for the banks in the wholly open market competition.