我国商业银行中间业务营销策略.doc

论文题目：我国商业银行中间业务营销策略 研究 中文摘要 中间业务自20世纪七十年代崛起，直至今日飞速发展，并逐渐成为商业银行收入的“三驾马车”之一。然而我国商业银行中间业务发展还处在初级阶段，相对于西方商业银行来讲无论在业务品种、产品层次还是在管理手段等方面都还有很大的差距。积极发展中间业务，既是商业银行应对竞争、管理风险的需要，同时也是应对入世后外资银行冲击的理性选择。本文将运用市场营销及营销组合理论，通过对我国商业银行中间业务的现状进行分析，提出适应我国国情的商业银行中间业务市场营销策略，即目标市场策略、产品策略、定价策略、分销策略以及促销策略。 本文将由五个部分构成：第一部分为绪论，该部分将简要介绍研究背景及意义；第二部分将对中间业务及市场营销相关理论进行阐释；第三部分将着重分析我国商业银行中间业务发展现状及其中所存在的问题；第四部分是论文的主体部分，将结合我国实情及相关理论基础，具体讨论中间业务营销策略的制定；最后一部分为论文的结论，将对本文的主要研究成果进行总结。 【关键词】市场营销策略 中间业务 商业银行 Abstract Emerging from 1970s, intermediary business developed rapidly and gradually becomes one of the three drivers in commercial banks. Nevertheless, intermediary business in China, which is still in its primary stage, pales in comparison with it in western countries. A vigorous expansion of intermediary business in commercial banks is not also a necessity for risk management and competing with their counterparts, but also a rational choice to confront with foreign banks. Through an comprehensive analysis on the current situation of intermediary business in commercial banks in our country, coupled with marketing, marketing mix and other relevant theories, this paper strives to formulate a series of strategies to market intermediary business products in accordance with their state quo, including target market strategy, product strategy, price strategy, place strategy and promotion strategy. Five sections will be included in this thesis. Section one presents a general introduction to the thesis which covers the background, significance and layout of the thesis. Section two is devoted to provide theoretical information concerning intermediary business, marketing and marketing mix. Section three gives a brief summary about the current state of the development of intermediary business in China and the problems in it. Section four serves as the main part of the thesis, which is consisted of the five main marketing strategies. The last section goes to the conclusion