商业银行“1+X”营销的成效、问题与配套措施——来自工商银行宁波分行的营销实践

The Effect,Problems and Supporting Measures of "1+X" Marketing Approach in Commercial Bank——A Marketing Practice from ICBC Ningbo Branch

随着客户使用商业银行产品的增加,客户的依存度和忠诚度不断提升。中国工商银行宁波分行摸索出一条以融资业务为突破口,带动其他业务发展的营销策略,简称"1+X"营销。本文以该分行为例,在总结2008年以来"1+X"营销实践的基础上,分析了"1+X"营销取得的成效和存在的问题,并有针对性地提出了坚持实施"1+X"营销的相关配套措施。这些措施包括:统一认识,大力推进"1+X"营销;更新营销理念,进一步提升"1+X"营销效果;明晰产品线,尽力消除产品同质化;加大"1+X"营销的过程管理;全力提升营销人员队伍建设。

Along with customers＇ increasing demand on a commercial bank＇s products, their dependence and loyalty to the bank are improving as well. ICBC Ningbo Branch creates a ＂1＋X＂ marketing approach, which centers on the financing business to drive the growth of other business lines. This paper first reviews the practice of Ningbo Branch on the ＂1＋X＂ marketing approach in 2008. Furthermore, the paper analyzes this approach＇s effect and problems, and proposes the supporting measures to better fulfill the marketing approach, which include： （1） unifying all staffs understanding on ＂1＋X＂ marketing approach to make their best to employ the approach; （2） upgrading the marketing notion to improve its effect; （3） clarifying the product lines to eliminate the homogenization among product lines;（4） intensifying the process management in the marketing activities; （5） sparing no effort to cultivate the marketing staff.