外资银行在华营销策略和发展趋向研究

Foreign Banks in China: Marketing Strategy and Its Developing Trend

跨国银行是目前世界上最有活力的组织。越来越多的跨国银行把进入和全面参与我国银行业务作为其全球战略的一部分,并企图成为其主要目标市场和利润发生地,成为新兴市场的根植银行。跨国银行在华业务主要有外汇业务、人民币业务、银行卡业务、网上银行业务、QFII托管业务等五大类,其营销策略的根本优势,一是基于制度和竞争形成的经营理念和客户战略;二是外汇和理财业务;三是以并购为代表的金融资本经营。在品牌经营方面,除采取降价、网络等手法外,跨国银行还通过入股中资银行增强品牌竞争力,通过跨文化营销与热心公益树立社会形象,但品牌管理的目的在于增强企业核心能力进而创造企业价值,其营销规划越来越表现为整合管理和高层运作,显示出与战略管理趋同的趋势。

The fundamental advantage of the marketing strategy of foreign banks in china is their business ideas and customers' strategy coming out of their institutions and the competition, their business specialties in foreign exchange and financing,and their operation in the market of financing capital.In the aspect of brand management,foreign banks enhance their brand competence through buying stocks of Chinese banks, and establish their figures through cross-culture marketing and public activities.The aim of their band management lies in enhancing their core ability .The marketing planning focuses on the integrated management and top operation,and displays the trend of merging into the strategy management.