试论我国商业银行的市场营销战略

On China's Commercial Banks' Marketing Strategies

随着市场经济的发展,我国银行业的市场化程度也在不断提高。激烈的市场竞争和国外先进经营与管理思想的引入,使市场营销作为竞争新策略日益受到各家商业银行的青睐。剖析我国目前商业银行在开展市场营销过程中存在的问题,我国商业银行必须制定和实施适应市场需求的营销战略才能在竞争激烈、复杂多变的市场环境中求得长期生存和持续发展。

With the development of market economy, the extent of marketability of our banks increases constantly. With the intense market competitions and the introduction of foreign advanced management ideas, every commercial bank has attached more and more importance to marketing as a new competition strategy. This thesis analyses some problems in the process of commercial banks marketing in China at present. At last, this article puts forward that only when our commercial banks draw up the scientific and systematic marketing strategies to meet market demands and carry them out can the banks survive perpetually and develop persistently in the intense competitions and in the complicated and variable market environments.