商业银行公司金融产品组合营销深化研究

A Study of Deepening Process of Crossing Sale of Corporate-Oriented Financial Products by Commercial Banks

我国商业银行的竞争模式正在从简单的产品扩张向提供深入服务的方向转化,对组合营销这种有效的竞争手段的深化将大大有利于商业银行提升营销层次,提高自身竞争力。作者在总结分析的基础上,提出了公司金融产品进行组合营销深化的基本理念、基本方法和基本策略,以及基于RAROC的组合营销风险考虑方法。本文在分析了阻碍我国商业银行进行组合营销深化的基本因素后,对进一步实施组合营销的深化提出了建议。

] Now our commercial banks are changing their competition patterns from single product expansion to deep service provision. By deepening process of crossing sale, an effective means of competition, commercial banks can significantly improve their marketing performance and enhance their competitiveness. In this paper, through generalization and analysis, the author puts forward some basic principle, approach and strategy regarding deepening process of crossing sale of corporate-oriented products as well as RAROC-based combined marketing risk handling method. After factors preventing commercial banks from deepening process of crossing sale analyzed.