现代银行营销特征及金融服务营销

Marketing Characteristics of Modern Banks and Marketing of Financial Service

现代市场营销强调以客户和市场为中心,并在此基础上建立一种与客户及社会的和谐关系。商业银行市场营销要树立以客户为中心的理念并以此来开展营销活动。金融服务在银行市场营销的地位日益重要,银行要将改善买卖交易过程关系作为质量策略的基础,发展职能质量,提高技术质量;同时,要根据金融产品无形特征和金融服务的人性特征来加强市场营销。银行市场营销必须重视金融商品创新,金融商品创新应考虑客户的利益要求,以及公众化与特殊群体的有机结合,

Modern marketing regards the customers and market as the centre to establish a harmonious relation with customers and society. Commercial marketing must set up such a theory which regards customers as centre to hold activities. The position of the band financial service in market management is more and more important. Banks should regard the improvement of the business transaction course as the foundation of quality strategies to improve the service and technological quality. Meanwhile, we should strengthen marketing according to the features of the products and that of financial service. The marketing of banks must pay attention to the innovation of financial goods, and the innovations of the financial goods must take customers' interest-requirements into consideration, and should achieve the organic unity of the mass group and the special group.