基于经济新常态的我国商业银行市场营销创新研究  

Research on the Marketing Innovation of China's Commercial Banks Based on the New Normal Economy

作　　者：姚丹[1] YAO Dan

机构地区：[1]泉州经贸职业技术学院,福建泉州362000

出　　处：《北京财贸职业学院学报》2018年第6期24-26,共3页Journal of Beijing College of Finance and Commerce

基　　金：福建省社会科学规划项目"基于体验视角的移动购物再购买意愿研究"(项目编号:FJ2016B106)的成果

摘　　要：商业银行是特殊的企业,是现代金融企业,具有企业性和银行性两大特征。在经济新常态背景下,随着互联网金融的崛起,我国商业银行之间的竞争日益激烈。在经济新常态下商业银行要在激烈的竞争中脱颖而出,其中一个重要手段就是营销创新。市场营销对企业的发展有着重要作用,对银行的竞争和发展也同样起着重要作用。Commercial bank is a special enterprise and a modern financial enterprise.It has two characteristics:enterprise and banking.Under the background of the new normal economy,with the rise of Internet finance,the competition between commercial banks in China is becoming increasingly fierce.One of the important means for commercial banks to stand out in the fierce competition is marketing innovation.Marketing plays an important role in the development of enterprises,as well as in the competition and development of banks.

关 键 词：商业银行 市场营销 创新研究 

分 类 号：F830.33[经济管理—金融学]