数字化时代商业银行的营销趋势研究

Research on the Marketing Trend of Commercial Banks in the Digital Era

数字化时代,客户需求不断升级、金融科技快速发展、跨界竞争者不断涌现,银行业数字化转型已成必然。本文介绍了数字化时代的定义和特征,概括了数字化时代的营销理论特点,聚焦当前商业银行客户需求、市场主体、营销方式、营销渠道等方面的变化,分析商业银行在数字化时代面临的营销趋势。

In the digital era,with the continuous upgrading of customer demand,the rapid development of financial technology and the continuous emergence of cross-border competitors,the digital transformation of banking industry has become inevitable.The paper first introduces the definition and characteristics of the digital era,summarizes the characteristics of marketing theory in the digital era,and on this basis,this paper focuses on the changes of customer demand,competitors,marketing methods and marketing channels of commercial banks and analyzes the marketing trend of commercial banks in the digital era.