目 录
我国商业银行市场营销策略选择
内 容 摘 要
随着我国市场经济的发展和我国银行业市场化程度的提高，市场竞争越来越激烈。银行市场营销通过各种传递方法把金融产品传递给目标客户而获利。随着经济全球化和中国加入WTO，以及我国金融市场的对外开放，外国先进管理知识的传入，银行面临着越来越多的竞争和挑战。银行开始重视市场营销策略。为了给客户提供更多更好的金融产品，各家银行都市场营销策略当成市场竞争的重要工具。本文试图分析目前我国商业银行市场营销过程中出现的问题，再借鉴西方市场营销发展过程中的一些经验，提出适合我国国情的市场营销策略。
关键字：商业银行 市场营销 竞争策略 客户满意度
我国商业银行市场策略选择分析
目 录
一、商业银行市场营销概述································7
㈠、商业银行市场营销的基本内容·······················7
㈡、商业银行市场营销特点及必要性·····················7
1、商业银行营销的特点·····························7
（1）、宏观环境比较严格······························7
（2）、营销对象的特殊性····························7
2、商业银行营销的必要性···························8
（1）、开展市场营销是我国银行业改革的需要···········8
（2）、市场需求发生变化···························8
二、我国商业银行市场营销的主要问题······················8
㈠、市场营销观念不够强，营销行为有偏差···············9
㈡、营销机制不健全，具有一定的盲目性和随机性···········9
1、面向市场的营销机制尚未建立························8
2、缺乏针对性、目的性·······························10
㈢、营销发展空间狭小，产品形式单一···················10
㈣、海外营销网络不够完备·····························10
三、国外商业银行市场营销经验借鉴························10
㈠、以广告促销为主的银行营销·························11
㈡、以培养友好气氛为主的银行营销·····················11
㈢、以金融创新为主的银行营销·························12
㈣、以市场定位与市场细分为主的银行营销················12
㈤、以营销分析、规划和控制为主的现代银行营销············12
四、我国商业银行市场营销策略的选择························13
㈠、树立整合营销观念，宣传银行品牌形象··················12
㈡、根据社会金融需求，适时推出新的产品和服务············14
㈢、推行差异化服务战略·····························15
㈣、以顾客为导向，实施市场细分化策略·················17
深圳建行市场细分案例·····························18
㈤、发展公共关系，加强信息传播·························18
㈥、合理定价收费，提高服务水平·························18
六 结束语·············································19
参考文献·················································20
