商业银行营销与经营绩效—以上市商业银行为例

The Marketing and Business Performance of Chinese Commercial Banks—Evidence from Listed Banks

随着我国金融市场化进程的不断推进,银行业的竞争日趋激烈,开展科学有效的营销成为影响商业银行等金融机构长期发展的关键因素。本文首先在研究银行营销的含义与特点的基础上,分析了我国银行营销的发展现状以及我国金融环境变革为商业银行营销带来的机遇与挑战;然后通过实证分析对我国商业银行营销管理与绩效的相关性进行探究,并在此基础上提出了政策建议。

With the quick process of China’s financial market-oriented reform, the competition among finan-cial institutions becomes more and more furious, so implementing scientific and effective financial marketing is the key point to the long-run development of financial institutions, such as commercial banks. This article firstly analyses the current situation and development of financial marketing in China and opportunity and challenge which the change of marketing environment brings to the commercial banks, based on the overview of the concept and trait of financial marketing. Then, we focus on the relationship between marketing management and banks’ performance through an empirical analysis. And the last part of the article gives some conclusion and suggestion on the marketing management.