商业银行基层网点综合营销能力提升研究

Improving the Comprehensive Marketing Ability of the Outlets of Commercial Banks

动态的社会环境下,企业需要探索竞争优势,营销能力是获取竞争优势的重要途径,对商业银行竞争力而言,加强基层网点综合营销能力具有重要意义,它是商业银行绩效提升的保障,它有利于营销战略布局,它可传播商业银行品牌,并可提升客户满意度。但目前基层网点内部协同效应不足,人员设置配比失衡,而且缺乏分层式系统营销培训和网点定位差异化,客户体验式营销亦有待提高。应从网点精准定位、体验式营销、网点营销协同机制、网点软转型升级四个方面提升基层网点综合营销能力,进而提升商业银行竞争力。

Under a dynamic social environment,enterprises need to explore their competitive advantages.Marketing ability is an important way to gain competitive advantage.Strengthening the comprehensive marketing ability of banking outlets is of great significanceto the competitiveness of commercial banks.It is the guarantee of improving the performance of commercial banks.It is conducive to the strategic layout of marketing.And it helps disseminate commercial bankbrands and enhance customer satisfaction.However,at present,there are insufficient synergies within banking outlets,with imbalanced personnel allocation,the lack of hierarchical systematic marketing training and differentiation of outlet positioning.And customer experiential marketing needs to be improved as well.In order to enhance the competitiveness of commercial banks,it is necessary to improve the comprehensive marketing ability of banking outlets from four aspects:precise positioning of the outlets,experiential marketing,cooperative mechanism of outlet marketing and soft transformation and upgrading of the outlets.