商业银行客户—利润双导向营销模式研究

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服务,发掘新的利润空间。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,有针对性的对客户提供个性化服务。

Customers - profit oriented marketing model requires commercial banks to develop new products and services constantly according to customer needs, and explores new profit space. Taken a domestic bank as an example, the analysis showes that this marketing model can improve customer satisfaction and competitiveness. Meanwhile, commercial banks need to be customer-centric, full-line marketing, strengthen the modem technology marketing, and provide personalized service to customers.