商业银行务营销策略.docxVIP

PAGE \* MERGEFORMAT11 论我国商业银行的服务营销策略 　 摘要 商业银行市场营销是以客户为对象，盈利为目的，通过各种营销策略的组织和实施，把金融产品转移到客户手中的动态管理过程。随着经济全球化和金融市场的对外开放，中国金融市场得到前所未有的发展，金融市场的竞争也变得越来越激烈，我的商业银行面临着前所未有的机遇与挑战。与经济发达国家的商业银行相比，无论是在金融产品方面，还是在服务营销方面，我国商业银行的营销理念和营销方式都存在着相当大的差距。本文将就我国商业银行服务营销的基本问题进行探讨，揭示我国商业银行服务营销的现状和不足。同时，拟在对我国银行服务营销环境分析基础上提出应对策略，即树立客户满意理念，实施内部营销和差异化营销，完善间接渠道建设。 关键词：商业银行 服务营销 营销策略 客户满意 Abstract Banking marketing is a dynamic management process to transfer financial product to the customers through kinds of marketing strategies, which the customers as the objects and propose to win the interests. With the globalization and opening financial markets, Chinese financial market has been developing unparalleled; the competitions are becoming more and more intense; and China’s commercial bank is facing unparalleled opportunities and challenge. Compared with developed countries’ commercial banks, there is a big gap between China’s commercial banks and those banks at the aspect of marketing thoughts and means of both financial products and services. This paper carries research on some basic problems of service marketing of China’s commercial banks, so that we can reveal the existing status of China’s commercial banks as well as problems incurred. Through marketing environmental analysis of Chinese banks, This papersets forth developing strategies，that is, to set up the customer satisfactory idea, to carry out internal marketing and variations marketing , and to improve and perfect mediate marketing channels. Key words:Commercial bankService marketing Marketingstrategy Customer’ssatisfaction 目录 TOC \o 1-3 \h \z \u   HYPERLINK \l _Toc391915001 1 前言  PAGEREF _Toc391915001 \h 4  HYPERLINK \l _Toc391915002 2 服务??销的含义  PAGEREF _Toc391915002 \h 4  HYPERLINK \l _Toc391915003 3 我国商业银行服务营销现状的SWOT分析  PAGEREF _Toc391915003 \h 5  HYPERLINK \l _Toc391915004 3.1 我国商业银行服务营销的优势  PAGEREF _Toc391915004 \h 5  HYPERLINK \l _Toc391915005 3.2 我国商业银行服务营销的劣势  PAGEREF _Toc391915005 \h