论商业银行的市场营销策略

Theory of Commercial Bank's Marketing Strategy

市场营销在银行业中的新观念打破了传统市场营销与金融业毫不相关的局限。经过50多年的探索,西方金融行业的市场环境目前处在一个相对成熟的时期,行业内形成了以市场为主导的风向标,应用金融产品与服务来满足客户的需求,并实现企业在社会行为过程中效益最大化的目标。想要保持金融市场的长期优势,则需要有针对性的就金融市场发展状况进行多维度的分析,整合行业内各方资源,提高金融企业的市场竞争力,并建立和保持与客户的互利关系,达成企业制定的战略目标。虽然中国的银行业正处于发展的初级阶段,尤其是对刚具备雏形的城市商业银行而言,日趋激烈的市场环境下,如何扩大市场份额,增强核心竞争力,建立一个适合自己的市场生态圈,有效地执行营销策略,是目前国内商业银行的重要工作。

The new marketing concept in banking breaks the limitations of traditional marketing and financeirrelevant.It is reported that,after50years of exploration,western financial sectors of the market environment iscurrently in a period of relatively mature,the industry has formed a market-driven,application of financial productsand services to meet customer needs and achieve corporate social behavior process to maximize efficiency goals.To keep long-term advantages of financial markets,it needs the analysis of financial markets targeted for multidimension,the integration of all resources within the industry,the improvement of the market competitiveness offinancial enterprises,and the establishment and maintenance of mutually beneficial relationships with customers,toachieve business developing strategic objectives.While China’s banking sector is in the early stages of development,especially the city commercial banks is just a prototype,in the increasingly fierce market competition environment,how to expand market share and enhance core competitiveness,how to establish a market for their own ecosystem,and how to effectively implement the marketing strategy is an important work for domestic commercial banks.