商业银行营销管理问题研究-金融学专业论文.docxVIP

内容提要较完善的归纳和综合，这在国内尚不多见；二是详细总结了世界银行业营销管 内容提要 较完善的归纳和综合，这在国内尚不多见；二是详细总结了世界银行业营销管 理的特点和发展趋势；三是创造性地运用市场集中度模型对我国营销管理效率 进行了实证分析，并提出对策建议。 关键词：商业银行营销管理客户需求关系营销 ABSTRACTABSTRACT ABSTRACT ABSTRACT Witll the slowing down of the world economic growth and the rapid development of non-bank financiM institutions，fund demand of commercial banks decreases relatively．Therefore，commercial banking changed from‘‘the seller’S market”into‘the buyer’S market”in which competition has been much intenser． Then marketing management in commercial banks becomes a trend of world．At the salne time，considering micro-finance mechanism and the impact of competition after entering WTO，we must speed up the study of marketing management of comrnercial banks． According to points of Kolter,marketing management of commercial banks refers to a full process and system of management in which commercial banks throu曲the c01．Lrse of survey,analysis，making decisions，execution and control to set or hold relations、Ⅳitll aim markets and to satisfy clients under scheduled goal． Marketing management is a new idea that centers market and is oriented by demand． So it takes market demand as start point and end-result involving all resource management．In the end，acting aS all adjuster,it occupies an important position． However,since it’S too soon from when marketing management WaS introduced in Chinese banking．great distance exists comparing、Ⅳith developed countries．Some people hold unilateral or mistaken awareness of it；marketing falls short of efficiency；marketing functions are divided seriously；and banks management is restricted by factors of government policy,baSic market conditions，system and mechanism，human resource，bad assets and SO on．In other words，traditional selling management model dominates banking，which can’t meet the needs of the development of market economy．Fortunately,the outer market conditions comes better；the control on banking loosens；the commercial awareness of banks is waking； and interim and ind