试论现代市场营销理论在商业银行可持续发展中的运用

Comment on the Application of Present Marketing Theory in the Sustainable Development of Commercial Bank

现代市场营销理论以交换为基础,其原理适用于凡是需要交换而实现其存在价值的各种社会机构。商业银行是社会经济生活中专门提供特定金融服务的服务性企业,因此,商业银行完全可以而且必须娴熟地运用现代市场营销的理论来指导实际工作,使之成为谋求自身生存和发展的利器。

Present marketing theory is basd on exchange, which applies to various kinds of social agencies that need exchange to realize their existing value. Commercial bank belongs to service trades which particularly provide the specific financial service in the economic activity of society. Therefore, commercial bank can absolutely, and must smoothly apply the present marketing theory to direct the pratetical work so as to seek the good tool for self -existence and self - development.