商业银行中间业务营销策略.pdfVIP

第 6 卷　第 4 期 北京工业职业技术学院学报 №4 Vol. 6 2007 年 10 月 　　　　　　　　 　　　　　　　　　Oct . 2007 JOURNAL OF BEIJ IN G POL YTECHN IC COLL EGE 商业银行中间业务营销策略 侯　瑾 (北京工业职业技术学院 ,北京 100042) 摘　要 :我国商业银行传统的存贷业务市场已瓜分完毕 ,竞争日益激烈 ,利润增长十分困难。中间业务的大 力开发和拓展极有可能形成银行新的利润增长点。今后银行业的竞争不再是资产规模和资本价格的竞争 , 而是服务的竞争、中间业务的竞争。从营销学角度有针对性的提出了银行中间业务的市场细分 ,产品定位 , 并对产品策略、促销策略、目标市场以及价格策略等营销组合进行分析研究 ,使中间业务产品能有效地进入 市场 ,并树立自身独具特色的多个名牌产品 ,扩大市场影响。 关键词 : 中国业务;商业银行 ;市场 中图分类号 :F830. 33 　　　　文献标识码 :A 　　　　文章编号 :1671 - 6558( 2007) 04 - 115 - 04 Marketing Strategy of Intermediary Business in Commercial Bank Hou Jin (Beijin g Polytechnic College ,Beijin g 100042 ,China) Abstract : The market of traditional deposit and loan business in Commercial Bank has been divided completely , competition is gradually fierce , and the profit increase is very difficult . Intermediary Business developing and opening up will probably form new bank profit growth point . The competition of banking will not be the compe tition of propert y scale and capital price , but competition of service and intermediary business. From marketing angle , the article puts forward the market subdivision and fixed product position of intermediary business It also analyzes the product strategy ,sales promotion strategy ,target market and price strategy ,etc. As a result ,the in termediary business product can enter the market effectively , and develop many famaus brand products with u nique feature to extend market influence. Key words : intermediaty business ;commercial bank ;market 　　中间业务以其风险小、收益高的优点受到各国 力发展中间业务占有举足轻重的位置。因此