刍论金融产品创新与银行营销模式变革  

Discussion of Financial Product Innovation and Marketing Mode Reform of Chinese Banks

作　　者：刘凤军[1] 张屾[1] 

机构地区：[1]中国人民大学商学院,北京100872

出　　处：《中国软科学》2008年第2期65-75,共11页China Soft Science

基　　金：国家自然科学基金资助项目(70472070)

摘　　要：随着经济金融全球化、一体化进程的不断加快,外资银行挺进中国市场,加剧了国内金融市场的竞争。变革营销模式,即由企业主导型向市场主导型转变,是我国商业银行适应市场竞争需要的客观必然选择。金融产品创新作为银行营销模式转变的具体表现,已经越来越受到我国商业银行的重视。综观我国商业银行发展现状,现阶段我国商业银行金融产品创新过程中还存在着许多亟待解决的问题,如产品创新的整合性不强、市场营销与产品研发缺少互动、配套机制有待完善等。基于此,文章提出了完善金融产品创新机制、有效实现营销模式转变的对策建议。As the paces of globalization and integration of economy and finance continues to accelerate, foreign banks enter Chinese market, intensifing competition in domestic financial services market. To change the marketing mode from corporation-oriented to market-oriented has become an inevitable choice for our commercial banks to get used to the market competition. Our commercial banks pay great attention to the innovation of financial products, which is a concrete example of transformation of bank marketing mode. Take a look at the current situation of the development of our commercial banks, we can see that there are many problems waiting to be solved, such as weak products innovation and integration and lack of interaction between the market and academic research. System accompanied is also longing for further improvement. Based on this, the paper brings out suggestions to improve the system of financial product innova- tion and effectively realize the transformation of marketing mode.

关 键 词：金融产品 产品创新 银行营销 营销模式 

分 类 号：F830[经济管理—金融学]