我國(guó)商業(yè)銀行市場(chǎng)營(yíng)銷存在的問(wèn)題及解決對(duì)策畢業(yè)論文(已修改)
2025-07-02 05:53 本頁(yè)面
【正文】 畢業(yè)論文我國(guó)商業(yè)銀行市場(chǎng)營(yíng)銷存在的問(wèn)題及解決對(duì)策 摘 要作為經(jīng)營(yíng)管理的一種全新管理理念和方法，市場(chǎng)營(yíng)銷在商業(yè)銀行越來(lái)越熱，應(yīng)用也日漸擴(kuò)大和普及。商業(yè)銀行市場(chǎng)營(yíng)銷是銀行經(jīng)營(yíng)管理的重要內(nèi)容，但我國(guó)的商業(yè)銀行市場(chǎng)營(yíng)銷起步卻非常晚，目前盡管有了一定程度的發(fā)展，但與國(guó)外的銀行相比仍然存在較大差距。我國(guó)商業(yè)銀行市場(chǎng)營(yíng)銷存在的較大差距主要表現(xiàn)在：營(yíng)銷思維定式難以解脫，缺乏系統(tǒng)戰(zhàn)略；市場(chǎng)營(yíng)銷的目標(biāo)定位不明確，缺乏競(jìng)爭(zhēng)策略；同業(yè)無(wú)序競(jìng)爭(zhēng)仍然存在，導(dǎo)致行業(yè)市場(chǎng)營(yíng)銷成本攀升；資源配置存在偏差，市場(chǎng)營(yíng)銷服務(wù)水平亟待提升；建立了一定的分銷渠道，但結(jié)構(gòu)不夠合理。這些問(wèn)題在不同程度上制約著我國(guó)商業(yè)銀行的發(fā)展。隨著我國(guó)金融體制的一系列改革與發(fā)展，在中國(guó)銀行業(yè)向外資銀行開(kāi)放市場(chǎng)的大環(huán)境下，我國(guó)商業(yè)銀行要構(gòu)建并完善市場(chǎng)營(yíng)銷體系，明確市場(chǎng)營(yíng)銷目標(biāo)定位，建立行業(yè)公平競(jìng)爭(zhēng)秩序，積極優(yōu)化市場(chǎng)營(yíng)銷資源配置，加強(qiáng)分銷渠道建設(shè)，這樣才能以更積極、更主動(dòng)的姿態(tài)面對(duì)金融市場(chǎng)的創(chuàng)新與變化，在激烈的市場(chǎng)營(yíng)銷競(jìng)爭(zhēng)中積極穩(wěn)健的發(fā)展與壯大。關(guān)鍵詞：商業(yè)銀行；市場(chǎng)營(yíng)銷；對(duì)策 Abstract As one kind of brandnew administration idea and method of management control,marketing and sales more and more hot , applies to the mercial bank also gradually, to expand and popularize. Commercial bank marketing and sales is important bank management control content , mercial bank of our country marketing and sales is break the ice but but very late, existence is at present still bigger pared with abroad bank although having had development of certain degree, gap. The behaviour mainer than big gaps that our country there exists in mercial bank marketing and sales is around: Camp pin thought decides style being difficult to extricate self , is short of system strategy。 Marketing and sales target allocation ambiguous , is short of the tactics peting。 Person of the same trade or business has no order petition existence still, leads to industry marketing and sales cost clamber rise。 The standard of service there existing deviation , marketing and sales in allocation of resources waits for hoisting urgently。 Have built the certain distribution channel, structure is not enough rational but. These problem is restricting development of our country mercial bank in varying and develop with our country monetary system one series, under the overall situation opening a marketplace to the outside world to the foreign bank in Chinese banking, Our country mercial bank is going to structure and perfect marketing and sales system , make clear that the marketing and sales target fixes position , build industry fair petition order, the active optimization marketing and sales allocation of resources , sharpening distribution channel build, such ability faces financial market FOAK and change , petes for active solid middle development and expands in fierce marketing and sal
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