我国商业银行市场营销存在的问题及解决对策推荐.docVIP

PAGE 毕业论文 我国商业银行市场营销存在的问题及 解决对策 摘　要 作为经营管理的一种全新管理理念和方法，市场营销在商业银行越来越热，应用也日渐扩大和普及。商业银行市场营销是银行经营管理的重要内容，但我国的商业银行市场营销起步却非常晚，目前尽管有了一定程度的发展，但与国外的银行相比仍然存在较大差距。我国商业银行市场营销存在的较大差距主要表现在：营销思维定式难以解脱，缺乏系统战略；市场营销的目标定位不明确，缺乏竞争策略；同业无序竞争仍然存在，导致行业市场营销成本攀升；资源配置存在偏差，市场营销服务水平亟待提升；建立了一定的分销渠道，但结构不够合理。这些问题在不同程度上制约着我国商业银行的发展。随着我国金融体制的一系列改革与发展，在中国银行业向外资银行开放市场的大环境下，我国商业银行要构建并完善市场营销体系，明确市场营销目标定位，建立行业公平竞争秩序，积极优化市场营销资源配置，加强分销渠道建设，这样才能以更积极、更主动的姿态面对金融市场的创新与变化，在激烈的市场营销竞争中积极稳健的发展与壮大。 关键词：商业银行；市场营销；对策?MACROBUTTON NoMacro [Click and type abstract text here.] Abstract As one kind of brand-new administration idea and method of management control,marketing and sales more and more hot , applies to the commercial bank also gradually, to expand and popularize. Commercial bank marketing and sales is important bank management control content , commercial bank of our country marketing and sales is break the ice but but very late, existence is at present still bigger compared with abroad bank although having had development of certain degree, gap. The behaviour mainer than big gaps that our country there exists in commercial bank marketing and sales is around: Camp pin thought decides style being difficult to extricate self , is short of system strategy; Marketing and sales target allocation ambiguous , is short of the tactics competing; Person of the same trade or business has no order competition existence still, leads to industry marketing and sales cost clamber rise; The standard of service there existing deviation , marketing and sales in allocation of resources waits for hoisting urgently; Have built the certain distribution channel, structure is not enough rational but. These problem is restricting development of our country commercial bank in varying degrees.Reform and develop with our country monetary system one series, under the overall situation opening a marketplace to the outside world to the foreign bank in Chinese banking, Our country commercial bank is going to structure and perfect marketi