论商业银行的服务营销.pdfVIP

论商业银行的服务营销 摘要 商业银行业应用服务营销观念是以客户为中心，服务营销理论已成为指导各国银行业开展业 务活动，获得竞争优势的重要战略。作为产品的外延概念，它使看似相同的产品所包含的内容可 能大相径庭，良好的服务能使企业品牌和形象实现增值，大大提高市场竞争力。在市场环境下， 国内用户的购买心理由过去偏重产品质量，演变到不仅重视产品本身，同样重视服务。长期以来 我国各商业银行主要靠利差来获得盈利，并不重视银行的营销行为，更未能形成一套完整的营销 运行体系然，而随着国有商业银行商业化进程的加快以及新兴商业银行的迅猛发展，各商业银行 之间的竞争骤然加剧，因此如何促进对商业银行服务营销的研究与运用以及尽快提高商业银行的 服务营销水平，已成为我国银行界当前所面临的一个极其重要的现实性问题。本文就对我国商业 银行服务营的现状及存在的问题进行分析，并在此基础上提出相应的建议。 关键词：商业银行，服务营销 Marketing services of commercial banks ABSTRACT Application of commercial banking services to the marketing concept is based on customer-centric, service marketing theory to guide States in the banking industry has become operational activities, was an important strategic competitive advantage. As an extension of the concept of products, which products appear to contain the same content may be different from, and good service to enable businesses to achieve value-added brands and image, thus enhancing market competitiveness. In the market environment, the purchase of domestic users from the previous emphasis on the psychological quality of products has evolved into not only the product itself, the same emphasis. A long period of time in our country depends mainly on commercial banks to obtain a profit margin, not the banks marketing, but also failed to form a complete set of marketing operation of the system ran, and with the state-owned commercial banks to speed up the commercialization process as well as the emerging commercial banks The rapid development of commercial banks sharply increased competition, so how to promote the marketing of commercial banking services, as well as the research and the use of commercial banks as soon as possible to raise the level of service marketing has become