商业银行客户——利润双导向营销模式研究

A research on customers-profit oriented marketing model of commercial banks

客户—利润双导向营销模式需要商业银行根据顾客的需求不断开发新的产品和新的服务,发掘新的利润空间。本文以国内A银行采取的客户—利润双导向营销模式为例进行研究,分析结果表明,这种营销模式能够提高客户满意度和竞争力。同时,商业银行还需要以客户为中心实现全行营销,加强现代科技手段的营销,有针对性地对客户提供个性化服务。

Customers-profit oriented marketing model requires commercial banks constantly to develop new products and services according to customer needs, and to explore new profit space. Taken in the domestic ＂A bank＂ as an example, the analysis showed that this marketing model can improve customer satisfaction and competitiveness. Meanwhile, commercial banks need to be customer-centric, full-line marketing, modern technology-strengthened marketing,and provide personalized service to customers.