国有商业银行面对WTO营销对策研究-工商管理专业论文.docxVIP

摘要1 摘要 1 999年11月15日，申美两国正式签署了关于中国加入WTO问题的双 边协议，这标志着我国在加八WTO的进程中取得了突破谴进展，也预示了 我蕊经济各部f’面临的极遇和挑战，我国固有鹰业银静，作为对牡会经涛 生活影响最为重要的金融机构，作为我国金融体系的主体，也将不可避免 地受到冲击。 加入WTO，我囤两年内将允许外资银行对国内企业开办人民币业务，5 年内允许外资银行具有完全的市场准八，允许外资行开办人民泽零售业务， 并在指定地区可享有鏊民待遥。西对这钴开放的格局，我禽国鸯商妓银行业 如何克服、改善自身现存的制约因素，诸如：经营机制不健全、资本充足率 低、经营理念陈旧、营销手段落后等，如何提高服务水平，增强竞争力，将 成为一个极为蚤要的议题。 本文中，笔者侧重着眼于营销方面的研究，试图通过比较外资银行和中 资银行在营锚领域的各蠡幂同特点，分辑中资银行砖优势务不足，借鉴鳍 资银行的经验，提出对我蹋商业银行萤销营销蓉略的建议。本论文共分四 章。 关键词：国有商业银行，市场营销，经营体制，营销策略，WT0，经管理 念 ABSTRACTThe ABSTRACT The bi 1ateral agreement On the i s 8UC of china joining WTO ws reached and signed by the器．S．A+and the P。R，CHINA On nOV．1 5，1999，which means a significant progres S for ehina’s joining WTO，and al SO predicts the oppor tuni t ies and challenges the Chifiesc economic department s wi 11 encounter．State～owned commerciat banks．as f[nancial institutions，whi ch infIuenee greatly On the$0Ciai economic 1ife and a s prominent part S of state financial system，shail be affected inevitabtY。 After joining WTO．forelgn banks shall be allowed to oper8te R麓馨transactiOnS with domestic enterpri SeS谨ithi建 tWO year s．to acce$s to the complete open market Within five years．and they shail be al towed to retait嚣麓雾and enjoy Civil tteatment s at some appointed atea s．Hence。facing t魏i s open siluation。it will be a§extremelY important topie topie for Stated—owned commerciai banks on how to make any improvement 011 the unfavorable a spect S which confine thei r development，such as imperfect management facul ty，the 10wer rat i0 of net worth t0 total a s set S，the 01d-fa shioned management ideology，the fal}一behind operations and sales rlleasures。etC，011 110w to make any improvement On SeFVice qual i ty and make themselves fnOre competent。 The emphaSi S will be put 011．the research of operatiOIlS and sates in thi s es say。The suggestion i S made Orl the baSi S of the compafi son of the speci8{ities of operations and sales between foreign banks and domestiC banks，the analysi s of the a