中国银行业营销模式发展回顾与展望

Retrospect and prospect of the Development of Chinese Banks' Marketing

中国的金融改革已经历经了30多年,中国银行业的营销模式也随着改革进程的推进而逐渐趋于合理完善。1979-1984年,工商银行、农业银行、中国银行、建设银行先后从人民银行分离并组建成四大国有银行,中国银行业的营销模式发展过程可以分为"被动型营销"、"粗放型营销"、"分层型营销"三个阶段。该文试图对三个阶段的营销模式与措施作出总结与介绍,并在此基础上对建立基于"客户终生价值"的"精准营销"模式提出几点设想与建议。

The development history of Chinese banks＇ marketing should be divided into three phases：the first phase is named ＂passive marketing phase＂, ,the second phase is named ＂extensive marketing phase＂, the third phase is named ＂hierarchical marketing phase＂. This article will summarize the characteristic and marketing policy of the above three phases, and then try to give some suggestion to the Chinese banks＇ future marketing job.