商业银行市场营销体制依赖及理论模型——基于不同体制条件下的我国商业银行市场营销研究

System Dependence and Theory Model of Commercial Bank Marketing——Research on Commercial Bank Marketing in Different System Conditions of China

银行市场营销活动总是在一定的体制背景下并依赖于一定的体制运行的,体制(或制度)是解释商业银行市场营销行为的重要变量。本文首先阐述了体制与制度的内涵及二者间的逻辑联系,阐明体制是制度的一部分;论证了市场营销对体制的依赖,体制要素结构为市场营销提供了资源配置的机制或方式;分析了体制或制度对银行市场营销的重要作用,指出体制是确保银行市场营销活动规范有序并持续获得高效益的根本保障;其后建立了商业银行市场营销的一般理论模型;最后分别以不同体制条件下商业银行市场营销的市场营销目标、营销变量特征、营销体制约束与激励条件的分析为依托,构建并比对了相应的经济转轨时期、市场体制下以及开放经济下商业银行市场营销的理论模型。

Bank marketing activities always run and depend on a certain system circumstance.System or institution is an important variable of explaining the marketing activities of commercial bank.This thesis explains the concepts and logistic relations of system and institution,clarifies that system is part of institution,discusses the system dependence of marketing,analyzes the important functions of system or institution to bank marketing,points out that system is the prime ensurance of high benefits of nomative and ordered bank marketing,and makes a common theory model of commercial bank marketing.Based on it,the thesis also makes corresponding marketing,theory models in economic transformation,in market system and in open economy,according to marketing aim,variable characteristics,system restriction and stimulant conditions of commercial bank marketing in different system conditions.