我国商业银行差异化营销策略

The Differentiating Marketing Strategy of China's Commercial Banks

从中国加入WTO至2007年末,我国银行服务业的市场全面对外开放,各个银行间竞争的局面愈演愈烈。将营销思想和工具引入银行服务业,是银行竞争的重要手段和支撑点,受到了商业银行的青睐。目前,各家银行纷纷调整自己的营销策略,提供差异性的金融服务,以获得最大的竞争优势。本文介绍了从市场细分、目标市场及差异化服务等方面,对差异化营销在商业银行营销中的应用问题进行了较为系统的阐述,并指出了银行实施差异化营销的基本策略。

From China's WTO accession to the end of 2007, China's banking services market opened to the outside world in all dimensions.Competitions among banks growed more intense.Marketing ideas and tools were introduced in order to gain an edge in the severe competition.At present, individual banks are trying to adjust their marketing strategies for different customers with different levels of financial services.This paper elaborates on the application of differentiating marking from such aspects as market segmentation, target market and service differentiation.It also points out the basic strategy of implementing differentiating marketing strategy.