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1、论我国商业银行的服务营销策略完成人：唐洪杰学号：201140405108日期：2014/6/29YibinCenterCityoftrafficradiationforce,playregionalfunctionCenterrole;onthethroughintegrationandstrengthenedYibinCenterCityofcityfunction,improvecityofoverallimage,promptedYibincityconstructionbecamethroug
2、hNorth-South,andconnectionthingsofSouthregionalintegratedtraffichub.5.2.4developmenttracktraffic11摘要商业银行市场营销是以客户为对象，盈利为目的，通过各种营销策略的组织和实施，把金融产品转移到客户手中的动态管理过程。随着经济全球化和金融市场的对外开放，中国金融市场得到前所未有的发展，金融市场的竞争也变得越来越激烈，我的商业银行面临着前所未有的机遇与挑战。与经济发达国家的商业银行相比，无论是在金融产品方面，
3、还是在服务营销方面，我国商业银行的营销理念和营销方式都存在着相当大的差距。本文将就我国商业银行服务营销的基本问题进行探讨，揭示我国商业银行服务营销的现状和不足。同时，拟在对我国银行服务营销环境分析基础上提出应对策略，即树立客户满意理念，实施内部营销和差异化营销，完善间接渠道建设。关键词：商业银行服务营销营销策略客户满意AbstractBankingmarketingisadynamicmanagementprocesstotransferfinancialproducttothecustomersth
4、roughkindsofmarketingstrategies,whichthecustomersastheobjectsandproposetowintheinterests.Withtheglobalizationandopeningfinancialmarkets,Chinesefinancialmarkethasbeendevelopingunparalleled;thecompetitionsarebecomingmoreandmoreintense;andChina’scommercial
5、bankisfacingunparalleledopportunitiesandchallenge.Comparedwithdevelopedcountries’commercialbanks,thereisabiggapbetweenChina’scommercialbanksandthosebanksattheaspectofmarketingthoughtsandmeansofbothfinancialproductsandservices.Thispapercarriesresearchons
6、omebasicproblemsofservicemarketingofChina’scommercialbanks,sothatwecanrevealtheexistingstatusofChina’scommercialbanksaswellasproblemsincurred.ThroughmarketingenvironmentalanalysisofChinesebanks,Thispapersetsforthdevelopingstrategies，thatis,tosetupthecus
7、tomersatisfactoryidea,tocarryoutinternalmarketingandvariationsmarketing,andtoimproveandperfectmediatemarketingchannels.Keywords:CommercialbankServicemarketingMarketingstrategyCustomer’ssatisfactionYibinCenterCityoftrafficradiationforce,playregionalfunct
8、ionCenterrole;onthethroughintegrationandstrengthenedYibinCenterCityofcityfunction,improvecityofoverallimage,promptedYibincityconstructionbecamethroughNorth-South,andconnectionthingsofSouthregionalintegratedtraffichub.5.2.4develop
