商业银行市场营销中存在问题与对策.docVIP

内容摘要 随着我国金融业的对外开放，市场竞争变得日益激烈，我国商业银行开始越来越重视通过市场营销手段来增强其在竞争中的地位。然而，与西方国家商业银行市场营销状况相比，我国商业银行市场营销还处于初步发展阶段。面对外资金融机构带来的巨大挑战和机遇，以及营销环境的深刻变化，开展服务营销已越来越成为商业银行获得竞争优势的重要战略工具。 本文着重从我国商业银行发展的现状，以及对我国商业银行和国外商业银行的比较分析中入手，探讨我国商业银行在市场营销中存在的诸如营销理念落后、产品定位不明确、缺乏战略指引等问题，并从存在的问题出发，寻求我国商业银行在以后的发展中应该采取的措施，从而使我国商业银行的服务质量水平有更进一步的提高与发展。 关键词：商业银行；市场营销；整合营销；差异化（删） Abstract With the opening up of Chinas financial industry, market competition becomes increasingly fierce, more and more attention to Chinas commercial banks began marketing through the market to enhance its position in the competition. However, commercial banks in western countries compared to the marketing conditions, marketing of commercial banks is still in the early stages of development. Foreign financial institutions face enormous challenges and opportunities, as well as profound changes in the marketing environment; developing service marketing has increasingly become a commercial bank to obtain an important strategic tool for competitive advantage.  This article focuses on the development status of Chinas commercial banks, as well as Chinas commercial banks and foreign commercial banks, comparative analysis of the paper discusses the marketing of commercial banks exist in the market, such as marketing idea behind the product positioning is not clear, a lack of strategic guidance and other issues , and from the existing problems, to seek Chinas commercial banks in the future development of measures should be taken so that commercial banks in China have a better level of service quality improvement and development. Key words: commercial banks; marketing; integrated marketing; differentiation目 录 一、我国商业银行市场营销概述 1 （一）我国商业银行发展现状 1 （二）我国商业银行市场营销发展趋势 2 二、我国商业银行SWOT分析 3 （一）我国商业银行优势分析 3 （二）我国商业银行劣势分析 4 （三）我国商业银行机会分析 5 （四）我国商业银行威胁分析 5 三、我国商业银行营销中存在的问题 6 （一）商业银行营销理念落后 6 （二）商业银行产品定位不明确 7 （三）商业银行营销缺乏战略指引 7 （四）商业银行整合营销力度不够 8 （五）顾客满意度管理体系不健全 8 四、我国商业银行市场营销对策 9 （一）树立现代营销理念 9 （二）差异化产品定位 9 （三）明确营销战略指引 10 （四）优化整合营销策略 12 （五）健全