商业银行市场营销的国际比较及对策建议

The International Comparative Studies On Marketing of Commercial Banks

随着我国金融全球化进程加快和金融开放的扩大 ,我国商业银行面临日益激烈的市场竞争。银行业竞争已悄然步入客户经济时代 ,营销观念在很大程度上决定了最终竞争格局。近年来 ,中国的银行业逐渐认识到营销的重要性 ,并进行了积极的探索。借鉴发达国家商业银行市场营销的成功经验 ,找出中外银行营销差距 ,并就如何提高我国银行的营销竞争力提出相应的对策建议。

With the quickening of the financial globalization and the enlargement of the open-up of China's financial industry,Chinese commercial banks are faced up withthe increasingly intensive competition,which is customer oriented.Such marketing conceptions will largely decides the final result of competition.In recent years Chinese banking industry has realized the importance of marketing.By generalizing the successful marketing experience of banking industry in advanced countries,the paper works out the gap between Chinese and foreign banking marketing,and proposes the countermeasures for improving the marketing competitive power of our own banks.