商业银行产品效能管理体系研究

A Study of the Management System of the Product Efficiency of Commercial Banks

本文在借鉴国外商业银行先进产品管理经验的基础上,研究国内商业银行产品效能管理中的问题,研究发现,国内商业银行还存在以下问题:产品成本核算与考核管理不到位,营销推广的效能意识薄弱;产品管理的制度、工具不健全,跟踪评价难度大;产品创新的能力和动力不足,同质化竞争日益严重;产品设计与营销管理有漏洞,部分产品不同程度面临风险。文章提出了构建商业银行产品效能管理体系的策略,包括:大力培育产品行销管理理念;加快建立产品效能管理架构体系;加强产品创新管理;加快建设产品效能管理专业队伍;加强产品效能风险管理。

Referring to the advanced experience of the product management of foreign commercial banks, this paper researches the management of product efficiency of domestic commercial banks. It is found that there are following problems in domestic commercial banks： the cost accounting and evaluationn of products are not up to standards; the efficiency consciousness of marketing and promotion is weak; the system and tools of product management are not perfect, which results in great difficulties in tracking and evaluation; the ability and power to innovate products are short and the homogenized competition is increasingly serious; there are faults in product design and marketing management, therefore, parts of products face risks to a certain extent. The paper puts forward strategies to construct the management system of the product efficiency of commercial banks： cultivating the management ideas of product marketing; speeding up the establishment of management structure and system; strengthening the management of product innovation; speeding up the establishment of the professional management team; strengthening the risk management of product efficiency.