商业银行营销存在的问题及其对策  

On the Problems and Countermeasures of the Commercial Banks in China

作　　者：王晓东[1] 

机构地区：[1]西南科技大学经济管理学院,四川绵阳621010

出　　处：《西南科技大学学报（哲学社会科学版）》2005年第2期51-53,共3页Journal of Southwest University of Science and Technology:Philosophy and Social Science Edition

摘　　要：商业银行目标市场和市场定位不明确,缺乏协同一致、高效率的营销运行机制,缺乏技术主创型产品和轻视产品的推广营销组合策略。主要原因是市场营销意识淡薄,微观条件不成熟、实施市场营销策略受到限制。通过改变营销理念、树立现代商业银行的市场营销意识,加快金融产品创新步伐,细分客户市场和进行准确的市场定位,恰当地运用促销组合策略使金融产品深入人心和注重营销队伍建设来加强商业银行营销。The financial marketing activities of commercial banks has inappropriate location of target market, lacking cooperation and efficiency in marketing mechanism, lacking innovation in technology and ignoring of marketing mix strategy. The main reason lies in insufficient senses in marketing, immature situation in micro circumstances, and the barriers in complementing the marketing mix strategy. To put forward some measurements, namely: To alter marketing concept; To set up modern marketing concept; To speed up the innovation of financial products; To segment the customs and correcting location of marketing; To make the financial products popular with all the customs through the promotion strategy; And at last, to build a marketing team to improve the commercial banks' marketing effects.

关 键 词：商业银行 营销 市场定位 促销组合策略 

分 类 号：F830.33[经济管理—金融学]