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1、商业银行中间业务营销策略率思考中文摘要随着金融体制改革的深化和金融业对外开放的扩大，我国金融业的竞争日趋激烈，商业银行传统的存贷业务受到很大的挑战，中间业务越来越引起各商业银行的重视。目前我国商业银行涉及的广义上的中间业务品种已达260多种，国外商业银行中间业务的品种更为纷繁复杂。随着市场经济的发展，经营活动的复杂化，商业银行服务性中间业务的领域与范围也更为宽泛。发展中间业务有利于稳固业务基础，带动商业银行传统业务的发展。所以，中间业务的发展，有利于商业银行以金融服务产品的质量、种类争取同业竞争的优势，推动资产负债
2、表内业务的发展。再者，中间业务的发展有助于推动商业银行业务的多元化，改变业务过分集中的风险，改善业务结构，增强抵御风险的能力。我国各商业银行之间的竞争日益激烈，利润增长十分困难。中间业务的大力开发和拓展极有可能形成银行新的利润增长点。今后银行业的竞争不再是资产规模和资本价格的竞争，而是服务的竞争、中间业务的竞争。从营销学角度有针对性的提出了银行中间业务的市场细分，产品定位，并对产品策略、促销策略、目标市场以及价格策略等营销组合进行分析研究，使中同业务产品能有效地进入市场，并树立自身独具特色的多个名牌产品，扩大市场的
3、影响。关键词：中间业务商业银行市场营销18AbstractWiththedeepeningofthereformofthefinancialsystemandfinancialindustryopenexpansionof,Chinesefinancialindustrytheincreasinglyfiercecompetition,thecommercialbankdepositandloanbusinessbythetraditionalgreatchallenges,middlebusinessmorean
4、dcausetheattentionofthecommercialBanks.Atpresentourcountrycommercialbankinvolvedinthebroadestsenseoftheintermediarybusinesshasreachedmorethan260varieties,foreigncommercialbankmiddlebusinessofthevarietyismorecomplicated.Withthedevelopmentofmarketeconomy,thebusi
5、nessactivitiesofcomplicated,commercialbankmiddleservicebusinessfieldandscopeisbroader.Thedevelopmentoftheintermediateservicestosolidbusinessfoundation,drivingthedevelopmentofcommercialbankoftraditionalbusiness.Therefore,thedevelopmentoftheintermediarybusiness,
6、behelpfulforcommercialBankstofinancialservicequalityofproductsandthekindsoftradefortheadvantageofthecompetition,promotethebalancesheetbusinessdevelopment.Moreover,thedevelopmentoftheintermediarybusinesshelpstopromotecommercialbankingbusinessdiversification,the
7、changeofbusinessofweldtherisksandimprovethebusinessstructure,strengthentoresisttheabilityoftherisk.Thebusinessbankofourcountryandthetraditionalbusinessmarkethasdividedupfinished,increasinglyfiercecompetition,profitsgrowthisverydifficult.Intermediarybusinessdev
8、elopingandexpandingislikelytoconstitutethenewprofitgrowthpoint.Thecompetitionofthebankinginthefutureisnolongerassetscaleandcapitalpricecompetition,butthecompetitionamongbusinessser
