对国有商业银行产品管理和创新的若干思考

Some Thoughts on Product Management and Innovation by State-Owned Commercial Banks

随着金融业的发展和客户对金融需求的日益增长,商业银行核心竞争力越来越依赖于成功的产品开发、科学的产品定价、优良的产品品质以及卓越的产品营销,因此,加强产品管理和创新对国有商业银行而言具有十分紧迫的现实意义。本文从产品结构、功能、创新及营销等多角度对产品管理进行了分析,指出国有商业银行目前的产品管理缺乏市场导向的产品管理理念、产品管理构架不完善、缺乏科学的产品创新机制及缺乏明确的产品品牌战略等。针对此,作者提出建立以市场为导向的产品管理理念、构建面向市场的产品管理组织框架、制定科学的产品营销策略及理顺产品创新模式等具体建议。

Along with the advance of financial industry and growing customers' demand for financial service, the core competitiveness of state-owned commercial banks becomes more and more dependent on successful product development, scientific pricing, superior quality and excellent marketing. Therefore, it is of urgent and practical significance for state-owned commercial banks to toughen product management and innovation. An analysis is made of product management in terms of product structure, function, innovation and marketing. It is noted that the existing product management model by state-owned commercial banks is not market-oriented and product management structure is imperfect, lacking a scientific product innovation mechanism and an explicit branding strategy. Consequently, concrete proposals are given as to establishing a market-oriented product management concept and organization structure, formulating a scientific marketing strategy and straightening out innovation models.