用现代市场营销思维指引商业银行个人理财业务发展

Guiding Individual Financing Services in China's Commercial Banks with Modern Financial Marketing Theory

当前我国商业银行个人理财业务发展十分迅速,然而在现实发展过程中,商业银行受自身的产品创新能力、人才素质、品牌营销能力、服务理念等因素的制约阻碍了理财业务的发展,有必要在现代市场营销指引下,大力加强品牌化建设及人才队伍建设,加强产品创新,并且真正做到以客户为中心,诚信服务。

Now individual financing services in China's commercial banks have developed very rapidly,and its vigorous development contributes positive effects to China's banking industry,investors and the society.However,some factors of commercial banks themselves such as the weakness of product innovation,quality of talent,brand marketing capabilities hindered the development of individual financial business,so it is necessary under the guidance of the modern marketing to overcome these shortcomings,and achieve truly customer-centric services.