商业银行中间业务营销策略思考.docVIP

PAGE PAGE I 商业银行中间业务营销策略率思考 中文摘要 随着金融体制改革的深化和金融业对外开放的扩大，我国金融业的竞争日趋激烈，商业银行传统的存贷业务受到很大的挑战，中间业务越来越引起各商业银行的重视。目前我国商业银行涉及的广义上的中间业务品种已达260多种，国外商业银行中间业务的品种更为纷繁复杂。随着市场经济的发展，经营活动的复杂化，商业银行服务性中间业务的领域与范围也更为宽泛。 发展中间业务有利于稳固业务基础，带动商业银行传统业务的发展。所以，中间业务的发展，有利于商业银行以金融服务产品的质量、种类争取同业竞争的优势，推动资产负债表内业务的发展。再者，中间业务的发展有助于推动商业银行业务的多元化，改变业务过分集中的风险，改善业务结构，增强抵御风险的能力。 我国各商业银行之间的竞争日益激烈，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，使中同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，扩大市场的影响。 关键词：中间业务 商业银行 市场营销 Abstract With the deepening of the reform of the financial system and financial industry open expansion of, Chinese financial industry the increasingly fierce competition, the commercial bank deposit and loan business by the traditional great challenges, middle business more and cause the attention of the commercial Banks. At present our country commercial bank involved in the broadest sense of the intermediary business has reached more than 260 varieties, foreign commercial bank middle business of the variety is more complicated. With the development of market economy, the business activities of complicated, commercial bank middle service business field and scope is broader. The development of the intermediate services to solid business foundation, driving the development of commercial bank of traditional business. Therefore, the development of the intermediary business, be helpful for commercial Banks to financial service quality of products and the kinds of trade for the advantage of the competition, promote the balance sheet business development. Moreover, the development of the intermediary business helps to promote commercial banking business diversification, the change of business of weld the risks and improve the business structure, strengthen to resist the ability of the risk. The business bank of our country and the traditional business market has divided up finished, increasingly fierc