商业银行营销变量对经营绩效的影响研究  

Research on effect of marketing variables on bank financial performance

作　　者：娄迎春[1] 

机构地区：[1]中国农业大学经济管理学院,北京100183

出　　处：《大连理工大学学报（社会科学版）》2008年第2期49-54,共6页Journal of Dalian University of Technology(Social Sciences)

摘　　要：长期以来有关商业银行经营绩效的研究一直是从经济学视角展开的,主要研究产权制度和治理结构对经营绩效的影响.随着国有银行相继成功上市,我国商业银行该如何提高经营绩效更应从管理学的角度加以探讨.文章以4P营销变量(产品变量、价格变量、渠道变量、促销变量)为研究工具,以国内12家主要商业银行2000～2006年的混合财务指标面板数据为研究样本,实证分析我国商业银行营销变量对经营绩效的影响机理.The effects of marketing strategy on bank financial performance have long drawn little attention,as scholars have focused on performance from the perspective of economics.This research begins with the effects of marketing variables on bank financial performance.The findings are that the effects of marketing variables on bank financial performance are significant.But the disposal of marketing expense is imperfect and the pricing mechanism can't meet the needs of the profit maximizing.Implications of the findings are discussed.

关 键 词：商业银行 营销变量 经营绩效 

分 类 号：F830.33[经济管理—金融学]