全球化条件下的中国商业银行市场营销战略思考

The Marketing Strategies of China Commercial Bank Under Globalization Conditions

文章认为,营销战略是银行全部营销工作的基石,是统御营销活动的纲领,也是商战致胜的利剑和法宝。商业银行营销战略的立足点在于谋求提高银行的市场竞争力,使银行实现长治久安和可持续发展,而不是追逐短暂的虚假繁荣。文章就经济一体化、金融全球化条件下的中国商业银行市场营销战略从机会识别、市场定位、市场竞争、组织联盟和国际化发展等五个方面分别进行了考察,并提出了相应的系统化的研究结论。

Marketing strategy is the foundation of bank marketing.The foothold of the strategy is improving bank market competitiveness to promote the sustainable development of bank,rather than to gain flash prosperity.The thesis analyzes the marking strategies of China commercial bank in the economic and financial globalization conditions,from opportunity identification,market positioning,market competition,confederation and international development.It also makes some systematization conclusions for reference.