论我国国有商业银行的服务营销

On the Service Marketing of State-owned Commercial Banks of Our Country

我国商业银行服务营销主要存在着对服务营销认识不足、营销方式过于简单化、营销人才缺乏以及缺少与客户的沟通等方面问题。新时期我国商业银行服务营销的策略,包括建立激励机制、人才本地化、完善客户经理机制和差异化营销等。

The problems which exist in our country＇s commercial bank service marketing are the insufficient understanding of service marketing, oversimplified marketing means, shortage of marketing talents and shortage of communication with customers. In the new time, the service marketing strategies of our country＇s commercial banks include establishing incentive mechanism, localizing talented persons, perfecting customer manager mechanism and differentiating marketing strategy.