Of Marketing Theory in Chinese Commercial Banks. .
谢增国。.
(North National University School of Business Yinchuan 750021, China). .
摘 要。.
With the gradual opening up of China's financial markets and the deepening of financial reform, and the addition of foreign banks after WTO influx 所 Daliang impact of Chinese commercial banks Mian Lin Zhao Gengda the opportunities and challenges. How to effectively compete in the market to gain competitive advantage, has become the biggest issue facing commercial banks. This paper marketing from our present situation of commercial banks, the banking problems in marketing, in-depth analysis, and how to improve our marketing skills from commercial banks countermeasures. .
[关键词]：银行营销，服务营销，关系营销，网络营销。.
The Application of Marketing Theory in Our CountryCommercial Banks. .
Xie Zengguo。.
School of Business, TheSecond Northwest University forNationalities, Yinchuan750021, China. .
ABSTRACT。.
with the opening-up of financial market of our country and thedeeper financial reformation, as well as the impact brought out byforeign banks after China joined WTO, the commercial banks of ourcountry face greater challenges and opportunities How toeffectively participate in market competition, to obtaincompetitive advantages , have become the biggesttopic that commercial banks face。.This paper start from the statusof our commercial banks marketing, and try to give the bank'smarketing problems an in-depth analysis, propose a solution on howto enhance the level of our commercial banks marketing。.
[Key words]: bank marketing, servicemarketing, relationship marketing. .
network marketing。.
Directory. .
一、银行营销的提出及内涵……………………………………………………1。.
(A) of the bank marketing made ... ... ... ... ... ... ... ... ... ... ... ... ... ... ... ... ... ... ... ... ... 1. .
（二）银行营销的内涵………………………………………………………1。.
Second, the basic theoretical framework of Bank Marketing ... ... ... ... ... ... ... ... ... ... ... ... ... ... ... ... ... ... ... 2. .
（一）银行营销的P理论……………………………………………………2。.
(B) Bank Marketing 4C theory ... ... ... ... ... ... ... ... ... ... ... ... ... ... ... ... ... ... ... 3. .
（三）银行营销的4R理论…………………………………………………3。.
(D) Bank Marketing 4V theory ... ... ... ... ... ... ... ... ... ... ... ... ... ... ... ... ... ... ... 3. .
三、我国商业银行营销的现状及存在的问题…………………………………4。.
(1) marketing consciousness, knowledge is not in place ... ... ... ... ... ... ... ... ... ... ... ... ... ... 4. .
（二）重视产品的创新，轻视品牌形象的树立……………………………4。.
(C) location ambiguity, lack of differentiation strategy ... ... ... ... ... ... ... ... ... ... ... ... ... ... ... ... 4. .
（四）重视外部营销,忽视内部营销建设 …………………………………5。.
(E) a single marketing channel, the service is not in place ... ... ... ... ... ... ... ... ... ... ... ... ... ... ... ... 5. .
（六）促销手段较落后………………………………………………………5。.
Fourth, improve the commercial banks Marketing Strategies ... ... ... level ... ... ... ... ... ... ... six ... ... ... ... .... .
（一）树立现代银行营销理念，全面提升金融服务质量…………………6。.
(B) increase the brand marketing efforts ... ... ... ... ... ... ... ... ... ... ... ... ... ... ... ... ... ... ... 6. .
（三）科学地进行市场细分、市场定位并选择目标市场…………………6。.
(D) scientific analysis of market conditions ... ... ... ... ... ... ... ... ... ... ... ... ... ... ... ... ... ... ... 7. .
（五）加强服务营销，积极推进关系营销和实现网络营销………………7。.
(F) Strengthening of cooperation with foreign banks to conduct international operations ... ... ... ... ... ... ... ... ... ... 9. .
致 谢………………………………………………………………………10。.
References ... ... ... ... ... ... ... ... ... ... ... ... ... ... ... ... ... ... ... ... ... ... ... ... ... ... ... 10. .
随着我国经济市场化程度的不断提高以及外资银行的不断涌入带来的巨大冲击，市场营销已成为我国商业银行在市场环境中获取竞争优势的一个新要素和进一步发展的关键。商业银行引入营销理念，全面实施营销管理，制定营销策略，树立品牌形象，既是竞争的需要，也是不断提高经营效益的必由之路。.
The Bank's proposed marketing and content. .
商业银行是以盈利为目的，以经营金融资产和负债业务为对象的综合性、多功能的金融企业，是市场经济活动中的一个重要组成部分，担负着信用中介、支付中介、信用创造、金融服务等重要职能，是国民经济正常运行不可缺少的一部分。其经营活动虽有别于一般工商企业，但作为商业企业，也必须在以市场为导向，以消费者需求为中心的营销理念指导下去参与市场竞争，才能在日益激烈的市场竞争和买方市场下赢得顾客，获得竞争优势。.
(A) of the proposed bank marketing. .
金融企业对营销的认识，与一般工商企业相比是较晚的，这与银行信贷长期处于卖方市场这一事实不无关系。直到上个世纪五十年代，美国有些金融企业才开始借鉴工商企业的做法，在个别竞争较为激烈的业务上采用广告和促销手段。随后许多竞争对手也被迫仿效采取同样措施。1958年，全美银行协会会议上最早提出了“银行营销”的概念，但那时的银行营销只是简单地局限于“广告与公共关系”。70 years until the 20th century, people really aware of the bank marketing in the important role of banks in order to carry out the important elements of bank marketing, operation and management. Citibank introduced the first industrial and commercial enterprises from the marketing manager or marketing professionals, marketing concepts, implementing marketing strategies. Of the 20th century until the late 80's entered the market analysis, planning and control of a modern banking market. Bank promotions, and create a friendly atmosphere, service innovation, positioning and segmentation and so have rich experience, but banks are still unable to coordinate various departments consensus to achieve market share targets.为此,银行认识到必须建立一个能有效协调内部各部门和反馈外部信息的分析、规划、控制系统,包括进行市场营销研究、预测市场潜力、制定市场营销计划以及激励员工等等。此时,银行市场营销观念已与现代工商业市场营销观念相平衡,达到现代市场营销的崭新阶段。[①]。.
Prior to 1979, China's banking industry marketing essentially blank, with none of marketing awareness and marketing behavior. Since 1979, under the impetus of reform efforts, in agriculture, industry, building the four specialized banks established there a real sense of domestic commercial banks. Since 1986, with the state-owned commercial banks to speed up the commercialization process, and new joint-stock commercial banks in the rapid development of China's banking market structure changed significantly.这些银行既有一定的经营自主权，也有经营的压力，因而逐步出现了营销意识的萌芽，开始了拉存款等自觉或不自觉的营销活动。在新的竞争格局和市场环境下，市场营销活动日渐活跃，各商业银行纷纷结合自身优势，革新和提升营销理念，重塑公众形象，国内银行业开始迈入了营销时代。.
(B) of the bank marketing content. .
1。.银行营销的定义。.
August 1972, Arthur "Maidan in the UK," Bankers Magazine "(TheBankers) on the right bank..
营销定义如下：“所谓银行营销，是把可盈利的银行服务引向经过选择的客户的一种管理活动”。“可盈利的银行服务”是指商业银行向客户提供的各种服务，包括存款、贷款、代理支付、结算、委托业务等各种有偿服务，它们可以为商业银行带来直接或间接的收益，这些服务就是商业银行的营销产品；“经选择的客户”表明的是商业银行的目标市场，商业银行为目标市场中的客户提供服务。The light of the above definition, and according to the definition of marketing and bank marketing practice, can be seen bank marketing is a commercial bank to finance market-oriented, using their own resources, through the use of various marketing tools, to profitable bank financial products and services sold to customers to meet customer needs and achieve the objective of maximizing the profitability of banks a range of activities. [2] 5-6. .
2。.银行营销的基本特点。.
(1) marketing a service commercial bank marketing. Commercial banks through the investment and financing provide range of services to obtain the difference between profit and service charges. Monetary or financial products are only a carrier of banking services, customers need is banking services, such as deposits, loans. Therefore, a service commercial bank marketing is marketing, rather than an ordinary consumer goods, industrial marketing areas. .
（2）商业银行营销是两极营销。消费品、工业品营销流程从供应商到企业，从企业再到顾客。顾客是企业的营销重点，企业则是供应商的顾客，企业不需要对供应商加以营销。所以消费品、工业品营销是一极营销模式。而商业银行营销流程是从投资顾客到银行，从银行再到融资顾客，投资与融资顾客都是商业银行营销的重点。因此商业银行的营销是两极市场营销。.
(3) Bank Marketing is a money market. Different financial products and enterprise products for the banks to operate monetary-based currency as the main product in the most money in the bank is not a transfer of title marketing but the monetary value of the temporary alienation. .
（4）银行营销是一种虚拟营销。在现代科技支撑下，银行交易往往是通过互联网络进行的，交易双方经常见不到实物和流程，形成“虚拟的空间，真实的交易”。.
Second, bank marketing, the basic theoretical framework. .
银行营销的基本理论框架，是以工商企业长期营销实验的P理论为基础，并根据市场的需求变化，从4P理论到4C理论到4R理论到4V理论的发展过程中，不断适应市场变化而搭建起来的。.
(A) Bank Marketing P theory. .
1．银行营销战略4P理论。即探查(Probing)、分割(Partitioning)、优先(Prioritizing)和定位(Positioning)。Detection mainly refers to banks should pay attention to market research and forecasts, a comprehensive understanding of the market customers, to grasp the overall market situation, this is the premise of all marketing; segmentation refers to banks to customer demand in the market based on the analysis, choose the most suited to our business development, with development potential and attractive market, that is, to scientific market segments; priority that is based on comprehensive market segmentation analysis of the Bank's overall strength, determine the most valuable to our development priorities into the market segments, that is to select the most favorable target market; positioning means in the target market selection, in the minds of target customers, the Bank's financial products and services the process of shaping the image of a particular。.
2. Bank marketing tactics 4P strategy. The product strategy (Product), pricing strategy (Price), distribution strategy (Place), and promotion strategy (Promotion). The implication is: will these four strategies to be integrated application called the marketing mix, namely "the right product, right price, the right distribution channels, the right marketing strategy" [②] effective coordination to achieve optimal overall function , can be successful for the bank to lay a good foundation for marketing. .
3．大市场营销理论的2P。1986年，全球著名营销权威——美国西北大学教授菲利普·科特勒在《哈佛商业评论》第2期发表了“大市场营销”一文，系统的阐述了大市场营销理论。在营销策略4P的基础上，增加政治权力(Power)和公共关系(PublicRelation)形成大市场营销理论。Marketing is the so-called large enterprises (including all types of financial institutions) in order to successfully enter the market in a particular business activities, strategically coordinated application of economic, psychological, political and public relations means to gain foreign or the cooperation and support of local stakeholders, thereby opening the door to the market in order to successfully enter the target market. [2] 10. .
（二）银行营销的4C理论。.
In 1990, the U.S. marketing scientist R · Laut friends from the customer point of view put forward new marketing concepts and theories, that is, "4C" marketing theory. "4C" theory states that: In the "buyer's market" conditions, marketing ideas and from the standpoint of the buyer (ie customer-oriented), the marketing mix variables from the "4P" shift "4C", namely from the seller of the products to the buyer's needs and desires; from the seller's price to the buyer's cost; buyer from the seller's place of convenience; shift from the seller of promotional communication between buyers and sellers.在此，“4C”即指顾客(Consumer)、成本(Cost)、便利(Convenience)、沟通(Conmunication)等四个营销变数。银行是以提供金融服务产品为主，4C理论对银行的营销具有重要的指导作用。[3]2-3。.
(C) Bank Marketing 4R theory. .
市场营销4R理论，是美国唐·舒尔茨提出的，即关联(Relating)、反映(Reaction)、关系(Relationship)、回报(Repay)，以上阐述了一个全新的四要素营销理论。对于银行营销来讲，进入一个竞争的时代，就必须懂得如何适应这一理论。即银行需要建立客户关联、提高对市场的反应速度、重视银行关系营销、确立以追求回报为营销目的。[4]27。.
(D) Bank Marketing 4V theory. .
市场营销的4V理论，是营销专家近期提出的，即差异化(Variation)、功能化(Versatility)、附加价值(Value)、共鸣(Vibration)，从很大程度上来4V理论是对4C理论和4R理论的升华，对银行营销也是很大程度上的促进。主要阐述的是：第一，银行创造客户就是创造差异，有差异才能有市场。Second, the so-called functional refers to the core functions of banking products based on combinations of series with different product features, the key is to form the core function of the super-capacity products, while taking into account additional features extend the functionality and development needs, and to function to get unique combination of target customers of all ages. Third, customers are able to determine which banks will offer the best value product, which will directly affect their likelihood of re-use. Fourth, the resonance to emphasize that banks attach importance to innovation and customer value are linked, providing customers with value through innovation and thus obtain maximum satisfaction. [Four] 29..
三、我国商业银行营销的现状及存在的问题。.
(1) marketing consciousness, awareness is not in place. .
目前，我国商业银行对市场营销认识不足，在经营过程中仍带有较深计划经济的痕迹，较少作更深入的市场调研，只是简单地将市场营销等同于推销，而不是根据客户的需求系统完整地制定市场营销策略：在经营机制上，把营销看做仅仅是市场部门的事情，造成银行内部各部门之间缺乏配合，影响银行整体合力发挥。在经营策略上虽也借用了营销概念，但往往又把营销当作推销，甚至有的商业银行为争存款，出现了给储户送礼品、赠券等违规行为。Deep point of view, not really away from the traditional business concept to customer-centric marketing concept Haiwei really established, and marketing's status in the commercial banks also lack adequate knowledge, not raising it to the proper the strategic level, therefore, makes the role of marketing in the Chinese commercial banks have not yet full. .
（二）重视产品的创新，轻视品牌形象的树立。.
Commercial Bank of China in recent years has developed many new business products, such as: computer banking, phone banking, various banking cards, effectively promote the diversification of financial services products. However, for most consumers, they face an array of financial products, are often confused. The reason why customers no choice of financial products, because commercial banks failed to financial product innovation and product promotion both caused by neglect of the financial brand building.主要表现在：一是我国商业银行通过广告对自己的形象定位，品牌的宣传上做得不够，满街的银行广告给消费者留下的印象不深，原因是广告的创意水平太差，品牌的特色没有体现出来很难让消费者做出适合自己的金融产品的正确选择。例如，花旗银行在信用卡、外汇交易、国际结算等业务上，所建立的全球统一品牌——Citibanking。二是我国商业银行的品牌形象模糊，产品同质化现象严重。From the marketing point of view, bank products and general products, there exists a marketing problem. The promotional message should be clear before delivery to consumers. Image of China's commercial banks is not clear, as financial consumers that they may know a lot of names, but they do not know the characteristics of each bank. .
（三）定位模糊，差异化战略缺失。.
China's commercial banks, especially the four major state-owned commercial banks before the market position is very vague, in addition to almost no difference in size. Where are all making money go where the business, compared to profit of this neglect is undoubtedly an improvement, but not entirely correct. The negative effects of lack of market orientation can not be ignored: first, the opportunity cost, any business is the premise of limited resources, maximize profits. Although China is still not been strictly enforced under the Basel II ratio of the various risks, but just a bank, capital, human resources, network resources, electronic resources, etc. is limited.如果将有限的资源任意投放到市场上，战线过长，竞争面过宽，无疑会降低单位企业资源的盈利能力。二是交易成本问题，竞争激烈程度不同，竞争费用即整个市场的交易成本也有差异，全面的、无差异的、过度的竞争必然会提高整个行业的交易成本，降低利润空间。三是核心竞争能力问题，一个没有核心竞争能力的企业是脆弱的，易于被市场挑战者击败，难以获得可持续的发展动力。Fourth, the market identification of problems, location ambiguity, no differences are bringing clients to identify the direct consequence of increased degree of difficulty, difficulty in developing high-loyalty customers. .
（四）重视外部营销，忽视内部营销建设。.
Internal marketing is a management strategy. Its core is a sense of how to train employees with customers products and services, as well as external marketing activities specific to the market, you must start between the marketing staff. For an industry such as banks, their business activities are primarily customer is to provide services and products and services if the external communications activities Bu Neng Xian house staff to sell, nor can we expect that it can successfully sell to external customers. Commercial banks in the marketing practice, the focus of marketing is basically concentrated in the external marketing.而事实上，内部营销是一家银行整个营销不可分割的组成部分，是外部营销取得成功的立足点和源泉是整个营销取得成功的关键。例如，现在银行会经常随一些信用卡、对账单寄一些产品的宣传单。这是一种很好的外部营销手段，对于那些潜在的消费者来说很有吸引力。然而，当消费者到银行的柜台准备办理这项业务的时候，却被以“以前没有办过，不知道如何办理”为由，拒绝提供这项服务。This small example will be able to reflect the bank's promotion of new business because of the shortage of internal marketing, so that specific business knowledge and skills in handling personnel and new business are not synchronized, resulting in potential loss of customers. Internal marketing ideas and methods lead to China's commercial banks in urgent need of further attention, and in the bank's practice to use so as to avoid internal marketing into the marketing activities of Chinese banks bottleneck. .
（五）营销渠道单一，服务不到位。.
China's commercial banks are mainly marketing outlets, and most of the counter surface is closed and can not communicate with customers. Network operating room stocked with many popular products, the core or a savings product, not designed for different customers different products. Service is also popular, undifferentiated type services such as customer visits, there is no automatic expansion of customers, different customer channels through the same as the same services; while some banks some of the cumbersome procedures for business operations, system control over death, even as some of the measures prevention and control needs within the affected customers to conduct business.而作为外资银行的代表，汇丰银行却能经常不断地采取创意营销方式：为客户举办招待酒会、宴会、及对少数大客户邀请周末滑雪或观看奥林匹克运动会等。汇丰银行的许多分行都是敞开式办公，客户到汇丰银行办理业务，都能享受到“一站式”的银行服务。其在香港设有多家工商业务中心、日夜理财中心等，专门处理理财、信贷、投资等方面的业务。客户无论到银行办理什么业务都能在一家分行完成全部手续。.
(Vi) Promotion means more backward. .
从产品的促销活动方式来看，其基本方式主要有四种:广告、人员推销、营业推广、公共关系。我国商业银行的金融产品促销广告虽然媒体日趋多样化，但是目标都仅是广而告之，以强调说服和强化提醒为目标的广告甚少。在人员推销方面，内容显得单调，售卖的多为存款商品，且客户面较小，相对成本较高。在营业推广方面，目前商业银行的员工进行的多为无差异营销，难以使客户对金融产品形成长期的品牌偏好。In public relations, public relations has been though some attention, but banks and enterprises, groups and individuals to communicate information, contact force to be strengthened. There is a small public relations efforts, low frequency and narrow the scope of the problem, difficult to arouse the interest of potential buyers. Overall, the combination of four types of promotions, comprehensive utilization, there are still at a loss phenomenon, the effect of the overall decision-making and promotion without further reflection. .
四、提高我国商业银行营销水平的对策。.
(A) establish a modern banking marketing idea to raise the overall financial service quality. .
面对外资银行先进营销手段带来的巨大冲击，我国商业银行必须充分认识市场营销的重要性,转变经营作风,树立“以市场为导向,以客户为中心,以效益为目标”的现代营销观念。如民生银行推出的手机银行支付业务包括手机购买电影票、手机理财、手机缴费等业务。The banking products are in line with "customer-centric" concept for research and development, which can not only buy mobile payment movie tickets, you can also buy Digital cards, lottery betting, subscriptions, and enjoy online shopping mall, pay for airline tickets, etc. 1 series of value-added services; through mobile banking service can keep track account information, to understand the stock market foreign exchange market; use the pay phone customers can make your phone bill can be carried out without leaving home, utility fees to pay, a great convenience to the customer's daily living.另外，有资料显示，在市场化国家，金融机构通常会请顶级的专业机构（如广告公司、公关公司等）作他们的营销传播代理。金融服务业的广告开支也向来在所有的产业中居于前列。早在1999年，加拿大在这个领域用于营销传播的支出，仅次于零售、汽车、食品后高居第四；这一年美国仅在金融服务业就花了47。.5亿美元的广告费。我国金融业必须从生存与发展的高度，积极引入新的市场营销理念，加快构筑金融营销体系的进程。The only way to be invincible in the competition. [③]. .
（二）加大品牌营销的力度。.
Competition in product marketing, the price elasticity of smaller and smaller, but the brand can effectively increase the added value of products for the enterprise result in a higher market share and new revenue streams, so the brand marketing, marketing in the domestic commercial banks will take more and more important position. On the one hand, domestic commercial banks from foreign banks and other domestic industries successful brand marketing practice, the recognized brand value of the intangible space, and some preliminary taste of sweetness.如中国银行的“长城卡”，招商银行的“一卡通” 、“一网通”，农业银行的“金钥匙”个人汽车消费信贷和个人住房贷款金融服务等，通过品牌推广开展营销，取得了较好的成效。另一方面，由于银行机构越来越多、产品同质化越来越严重，商业银行需要借助品牌来塑造个性，扩大知名度，增强识别性和消费者的认同性。For example, many commercial banks can provide customers with "mortgage loans", but many of the functions of the service convergence, consistent, and therefore wants to gain more customers will have to highlight their brands, pay attention to their brand marketing. This regard, the Shanghai bank's "happy family" brand on the very successful, the brand encompasses the bank's provident fund loans, commercial loans, portfolio loans, renovation loans and all other housing-related loans species "were happy home" consumer credit products of all the total mark.此外，上海工行推出了以一流理财员的名字命名的“个人理财室”,这是我国首次出现的以个人名字命名的金融品牌,它意味着就金融品牌的竞争呈现出个性化、情感化的新趋势。.
(C) scientific conduct market segmentation, market positioning and select target market. .
限于各家银行资源的有限性和顾客需求的多样性和层次性，任何一家银行不可能也没必要服务金融市场上的所有顾客。为此,各银行必须通过市场细分和清晰的市场定位,发现能充分发挥其资源优势的细分市场并在该细分市场中取得竞争优势,达到扬长避短之目的。British Central Bank (MidlandBank) opened the "first direct Bank (FirstDirect)", targets clients who have come from modern consciousness affluent, and other banking services are not satisfied with the customer base in less than four years to absorb 40 million customers, is considered a model of success.而对我国商业银行发展来说，中国银行应重点研究如何在市场格局发生变化的形势下保持并深挖外汇业务的相对优势；建设银行应依托自己传统的中长期信贷业务优势，业务重点投向信息、电信、民航、石油石化、交通旅游等行业；工商银行定位于“身边的银行”，应发挥人民币业务的优势，加快本外币一体化的进程；农业银行应开拓城乡一体化的金融业务市场，如农村产业化项目、小城镇建设及扶贫项目；而众多的新兴商业银行作为市场新入者，则更多地应把目光转向市场广阔、潜力巨大的中小企业和普通工薪阶层，如招商银行定位于“技术领先银行”. Of course, banks and diversified business and cross-market segmentation, positioning and customer focus provide a full range of financial services does not contradict, the key is to study the market and maximize the effectiveness of resources. .
（四）科学地分析市场环境。.
The environment is the starting point system, and therefore the starting point of marketing management. Marketing environment is the foundation and bank marketing conditions, the extent of its constraints, divided into macro-marketing environment and micro-marketing environment. The former is the direct control and influence of factors such as customers, competitors and so on. Macro micro marketing environment refers to both the constraints and impact of the marketing environment has restricted the activities of bank marketing, social forces, population, economic, political, legal, technical, social and cultural.在新的形势下，面对金融市场竞争的加剧，外资银行的渗入，市场经济主体不断变化的多样化需求，我国商业银行必须从生存与发展的战略高度，充分认识市场营销的重要性，密切关注营销环境变化。科学地分析市场环境，从而提高我国商业银行自身经营的应变能力。For example, Bank of East Asia in China's eastern coastal areas to set up branches in major cities the same time, will be coordinated with the national "Go West", "revitalizing the northeast old industrial base" and "the rise of the central region" of the regional development strategy, in the Midwest and Northeast region to set up branches in major cities and sub-branches. Again, Bank of China Beijing Olympic Games through 2008 carried out by this historic opportunity "to promote the development of the Olympic Games to help the development of the Olympic Games," marketing strategy. .
（五）加强服务营销，积极推进关系营销和实现网络营销。.
1. Strengthened marketing. .
服务营销是现代市场营销的一个新领域，它的兴起缘于服务业的迅猛发展和产品营销中服务日益成为焦点的事实。服务营销是指服务企业为了满足顾客对服务产品所带来的服务效用的需求，实现企业预定的目标，通过采取一系列整合的营销策略而达成服务交易的活动过程。Service Marketing proposed a series of point contact services, including services, communication between staff and customers behavior and psychological changes when, service encounters on service experience of adjustment, how to use services of both employees and customers, "control freak", " role "and put into service on such factors as the expectations of the production process to improve the quality of service issues. .
商业银行是服务功能很强的企业，在其营销战略中必须重视服务导向，只有这样的营销战略才能使商业银行增强竞争力。商业银行不再像过去一样靠“有形网点”这一单一渠道，而应通过传统的有形网点渠道和电话银行、自助银行、电话银行，以及网上银行渠道等紧密结合，形成多渠道的银行服务。商业银行开展服务营销，要重在服务中贯彻和落实银行的营销策略，并以此推动银行服务水平、质量和效益的提高。The foreign bank's unique service marketing is noteworthy, such as HSBC for the opening of "Premier" account of the customer, in the lounge and enjoy the service, the customer came in and enjoy the VIP treatment, the waitress greeted and sent refreshments, beverages, enabling customers to effectively enjoy the special services of banks. Personalized services, Citibank's slogan is: instead of the kind of unified services to meet the needs of each individual customer service. .
2．推进关系营销。.
Relationship Marketing is 90 years in the 20th century developed. Relationship marketing by Marketing Guru Philip "Kotler Chen Wei," Chuang Zaogeng between the two sides close working relationship and interdependence relationship of art. "Relationship marketing with the systematology as basic guiding ideology will Qiye exposure to the environment in Shekuaijingji Ren China to investigate the company's marketing activities. that but a consumer marketing activities, competitors, suppliers, government agencies and community histogenesis mutual aid process, the right of individuals and organizations dealing with these relationships are the core of marketing activities , is the key to success.关系营销将建立与发展相关个人及组织的关系作为市场营销的关键变量，把握住了现代市场竞争的特点，被西方舆论界视为是“对传统营销理论的一次革命”。.
Commercial banks to develop relationship marketing goal is to form long-term interdependence with customer relations, development banks, the continuity between its products and customer interaction, improve customer satisfaction and loyalty, consolidate the market and drive sales. Relationship marketing focuses on commercial banks to establish long-term effective customer relationship management (CRM), banks provide a meaningful exchange of communication channels, through the organization of the breakdown of bank customers, cultivate customer satisfaction, behavior, connecting customers to the bank from each process, aimed In optimized for profitability, revenue and customer satisfaction business strategy.如汇丰银行通过CRM找出其客户的需求，发现重要的客户，这样公司可以用20%的资源来产生80%的利润。在我国目前，正值商业银行市场营销的初级阶段，仍应大力提倡传统营销战略，但也应当重视关系营销战略，以便更好地适应经济发展和银行业务快速增长的需要。.
3. For network marketing. .
由于Internet的在我国普及较西方国家要晚好几十年，所以我国商业银行实行网络营销尚处于初级阶段。在信息化和网络化浪潮中，银行服务必然从传统市场延伸到网络空间市场。相应地，作为传统营销的发展和延伸，网络营销将导致银行营销历史性的创新。网络营销是借助互联网络、计算机通信和数字交互式媒体的功能来实现营销目标的一种方式。Which is a network of technology-based target marketing, direct marketing, customer-oriented marketing, two-way interactive marketing, global marketing, integrated marketing and so on. It runs through the whole process of bank marketing activities, involving online research, online banking products development, network distribution and promotion of banking products, Internet banking products and services, network communications, network marketing, management, and control all aspects of e-commerce activities. .
网络银行能够充分利用网络与客户进行沟通，从而使传统银行营销以产品为导向转变为以客户为导向。根据每个客户不同的金融和财务需求“量身定做”个人金融产品并提供银行业务服务，最大限度地满足客户日益多样化的金融需要。网络银行突破了时空局限，改变了银行与客户的联系方式，从而削弱了传统银行分支机构网点的重要性，取而代之的将是能够进行银行业务的电脑和ATM机。.
China Merchants Bank in 1997 following the first launch of its online banking - a Netcom, to provide customers, including corporate banking and personal banking, including a variety of online financial service, the Bank of China launched a "pay for online banking," Construction in the total line established online banking, investment banking in recent years has opened in Shanghai comprehensive Internet banking, online shopping really realize real-time payment. This means that banks in marketing costs will be cheaper and more efficient marketing channels, occupying a wider range of marketing space and customer base.这势必会提高网络银行在同业竞争中的实力，吸引一大批传统银行的“黄金客户”。2002年8月28日，东亚银行得到中国人民银行的批准正式经营国内个人网上银行业务，成为第一家获准经营这一业务的外资银行。目前，外资银行开展的网上银行业务包括：电话银行服务、企业网上银行、网上个人银行服务等。July 22, 2003, Citibank announced the introduction of new China, Citibank personal banking website and new online banking personal banking business, the new site Features include a "Internet Banking", "Online financial tools" and "Online booking bank Services "feature and the global financial information and expert commentary, also introduced the" Citi Financial Life Planning "includes settling home, their children's education and future retirement three plates. [④] relatively foreign banks, the current high-tech applications in China's banking industry a low level.因此，我国商业银行必须加强科技投入，全面推进电子化、网络化、信息化建设，加快网络营销创新步伐，提高营销活动的科技含量。.
(F) Strengthening of cooperation with foreign banks to conduct international operations. .
2007年3月20日，银监会批准花旗、汇丰、渣打、东亚四家外资银行成立在华法人银行，允许其全面经营人民币业务。从此，银行业正式全面开放，外资银行开始享受与中资银行同等的国民待遇：同样的税收政策，同样的监管标准，同样的业务经营。此后，弱肉强食、物竞天择将真正成为中国银行业中的生存法则。However, in fierce competition with foreign banks, we should also see the cooperation side, should strengthen exchanges with foreign banks, in the understanding of competitors and learn their advanced methods of operation and management experience, while looking at the business real opportunities for cooperation. In addition to the current agents between Chinese and foreign banks and foreign currency deposits and interest-bearing asset storage areas of cooperation, will have some new areas of cooperation such as the RMB clearing, RMB lending RMB business training. [⑤] Bank of China Beijing Branch President Zhao Shigang that competition, cooperation, win-win future banking trends and Choice。中外资银行不仅是单纯的竞争关系，中外资银行完全可以在良性竞争的基础上把整个市场做大做好，最终实现中资银行、外资银行和客户利益的“三赢”。早在1999年10 月20日，中国银行与英国汇丰银行、渣打银行在伦敦分别签署了总额达30美亿元的备用信贷协议。然而，从入世后到今天中资银行与外资银行的合作也变得更加密切和深入，2002年5月，中国工商银行惠州分行联同花旗银行与华通电脑（惠州）有限公司签订1。.200 million yuan syndicated loan agreement; in May 2005, China Banking Business Department and foreign financial institutions in the area of deposit and loan business class, business class and the settlement of syndicated loans, structured finance and other types of professional training exchanges business co-operation, are China's banking industry challenge for WTO entry, foreign banks with a major performance. To the International Commercial Bank of China inevitable trend of development, should strengthen collaboration among domestic banks, there are plans to open up overseas markets step by step. .
商业银行市场营销，说到底，是为了将可赢利的银行服务的流向引导到经选择的客户的一种活动。要使商业银行的营销能力成为银行竞争力的一个组成部分，就要求商业银行应具有比竞争对手更先进的营销理念、营销队伍和营销策略，能够迅速有效地认识与挖掘市场机会，利用自身所拥有的资源，不断创新金融产品和金融服务品种，制定并运用正确的营销管理战略，为顾客提供更加优质的服务，从而提升自身的市场地位。Grasp the commercial bank marketing trends, marketing strategies will be effective the various combinations, to develop marketing programs and phased implementation plan, and marketing activities of commercial banks to carry out awareness and customer-oriented long-term strategic sense, the commercial bank market Marketing the key to success. The above-mentioned various bank marketing strategy, itself, is intertwined with the cross, can be organic, forming an inclusive systems and made them the overall efficacy, and can not be neglected Huo ignore either of these. Only a variety of integrated marketing strategies banks use to full effect, commercial banks marketing to be successful..
参 考 文 献。.
[1] Zhuang Yumin, 2002: "Commercial banks and Management", China Renmin University Press. .
［2］郝渊晓，2004：《银行营销学》，中山大学出版社。.
[3] Zou Yasheng, 2006: "Introduction to Bank Marketing", Foreign Trade and Economic University Press. .
［4］范云峰、张长建，2006：《银行营销》，中国经济出版社。.
[5] Gu Xuan et al, 2001: "Marketing Management Commercial Bank of China", Social Sciences Documentation Publishing House. .
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[7] Zhong-Hua Jiang, 2002: "Relationship Marketing in China's Commercial Banks", "Economist," No. 5. .
［8］马蔚华，2003：《我国商业银行营销现状与发展趋势》，《中国金融》第4期。.
[9] Fang Liping, 2003: "On strengthening the commercial banking relationship marketing Reflections", "Economic Working Guide" at 12. .
［10］张娜，2005：《论我国商业银行营销策略及发展趋势》，《金融观察》市场周刊研究版第6期。.
[11] Wang Zhipeng, 2005: "Our commercial banks Network Marketing Strategy", "Finance Forum" No. 9. .
[①]摘自《现代管理科学》2006年第2期。.
[②] excerpt from Philip Kotler "Marketing Management", Shanghai People's Publishing House. .
[③] 资料来源于中国中小银行网，http://www。.minbank。.net。.
[④] Data from the China Marketing Network, http://www. . Ecm. . Com. . Cn. .
[⑤] 摘自《新财经》2007年第5期。.
