我国商业银行营销环境及策略研究

Marketing Environment of China's Commercial Banks and Strategy

随着金融业改革不断深化,金融产品利率市场化进程加快,大型商业银行传统的政策优势和垄断地位逐渐丧失,银行业市场竞争日益激烈。商业银行克服挑战,把握深化改革带来的发展机遇,需要其进一步明确市场定位,实施精准的市场营销策略,巩固扩大客户资源,提高市场份额。通过以商业银行营销环境及策略为研究课题,阐述了商业银行、营销策划及二者关系,利用SWOT分析法分析了商业银行面临的机遇、挑战和自身的优势、劣势,并围绕4P理论提出产品策略、定价策略、渠道策略和促销策略。课题的研究为商业银行明确定位、科学确定营销策略提供借鉴,可以帮助商业银行增强市场竞争力,进而提高市场份额。

With the deepening financial reform, the marketization of financial products interest rate is increasing, traditional policy advantage and the monopoly of large commercial banks is losing, and the banking market competition is increasingly fierce. To overcome challenges and grasp the development opportunity brought by deepening reform, Commercial banks need to further clear market positioning, implement precise marketing strategies, consolidate and expand customer resources, and improve the market share. Analyzing the marketing environment and strategy of commercial banks, the study expounds the commercial banks, marketing planning and their relationship, analyzes the opportunities, challenges,advantages and weaknesses by SWOT, puts forward product strategy, pricing strategy,channel strategy and promotion strategy around the 4 P theory. The research of this topic can provide reference for commercial banks to clearly define their positioning and scientifically determine their marketing strategies, which can help them enhance their market competitiveness and improve their market share.