商业银行的营销策略研究

1、中国商业银行的市场营销现状···················3

1.1市场营销认识不到位·····················3

1.2市场细分、目标市场选择和市场定位不准确···········3

1.3缺乏对目标客户的研究，忽视服务的质量············3

1.4.忽视形象经营的内涵建设···················4

2、我国商业银行服务营销的策略选择··················4

2.1树立以客户为中心的服务意识，培养客户忠诚度········· 4

2.2以客户需求为导向，注重市场细分················4

2.3加大创新力度，创新是形成和培育核心竞争力的关键········5

2.3.1鼓励针对中小企业的金融创新················5

2.3.2拓宽中小企业直接融资渠道·················5

2.3.3建立和健全中小企业信用担保体系··············5

2.3.4推进中小企业信用体系建设·················6

3.商业银行市场营销策略的具体运用 ·················6

3.1组织····························6

3.1.1明确职能与定位······················6

3.1.2开发以客户关系管理(CRM)为核心的营销管理信息系统······6

3.1.3大力推行客户经理制····················7

3.2产品策略··························7

3.2.1巩固传统优势产品,树立品牌·················7

3.2.2整合现有产品,强化产品创新·················7

3.3产品定价策略························7

3.4广告策略··························8

3.5公共关系策略························8

4. 互联网金融对商业银行带来的挑战 ················10

4.1影响信用风险管理方式····················11

4.2挑战支付结算和运营渠道···················12

4.3冲击融资格局和金融中介···················12

5. 商业银行创新发展的对策·····················12

5.1不断开拓网络运营渠道····················12

5.2创新大数据产品组合·····················13

5.3加大个人财务管理力度····················13

5.4探究信用获取新方法·····················13

参考文献·····························14

致谢·······························15

内 容 摘 要

随着我国加入WTO，特别是近年来金融市场供求关系变化，市场营销成为商业银行谋求发展和提高经营效益的必然选择。目前，尽管我国的商业银已对服务的重要性有了深刻的认识，近年来也不断调整自己的定位，加大了市场营销的力度，采取了一系列营销策略，取得了一些成果。然而，与发达国家商业银行市场营销相比，我国商业银行市场营销无论是系统理论方面，还是在具体实践方面，都还存在很多不足，需在借鉴西方商业银行市场营销发展经验的基础上，正确认识自身的状况和特点，制定适应新环境的市场营销策略。

关键词：市场营销；营销策略；经营发展