【正文】 對(duì)個(gè)人服務(wù)方面， 向大眾市場(chǎng)提供有特色的大眾化服務(wù)。傳統(tǒng)意義上， 我國(guó)商業(yè)銀行把客戶分為工商業(yè)和個(gè)人兩類， 即通常所說(shuō)的對(duì)公服務(wù)和對(duì)私服務(wù)兩大類。在客戶需求多樣化， 以及需求不斷演變的今天，銀行應(yīng)強(qiáng)化市場(chǎng)細(xì)分工作， 實(shí)行針對(duì)性服務(wù)。這樣形成開(kāi)發(fā)客戶、留住客戶、吸引新客戶的良性循環(huán)， 盡力維護(hù)和提高市場(chǎng)占有率。這就要求我國(guó)商業(yè)銀行一要樹(shù)立整合營(yíng)銷觀念， 宣傳銀行品牌形象。與這項(xiàng)調(diào)研相印證， 2006 年12月， 國(guó)內(nèi)某雜志社對(duì)40 位中國(guó)銀行家的調(diào)研顯示， 本土銀行多認(rèn)為自己在客戶忠誠(chéng)方面相對(duì)于外資銀行不具備顯著競(jìng)爭(zhēng)優(yōu)勢(shì)。我國(guó)商業(yè)銀行要樹(shù)立正確的營(yíng)銷觀念， 以客戶為中心， 提供優(yōu)良服務(wù)與產(chǎn)品。我國(guó)有些商業(yè)銀行已經(jīng)成立了專門(mén)的市場(chǎng)營(yíng)銷部門(mén)， 如市場(chǎng)發(fā)展部、公共關(guān)系部等， 但沒(méi)有進(jìn)行全行的統(tǒng)一部署與安排， 使得這些部門(mén)與原有的其他部門(mén)如結(jié)算部、信貸部、稽查部等部門(mén)之間缺乏營(yíng)銷配合， 沒(méi)有形成整合力量， 這必然會(huì)破壞銀行營(yíng)銷活動(dòng)的系統(tǒng)性， 影響營(yíng)銷效率的全面提高。例如， 花旗銀行擅長(zhǎng)開(kāi)展中間業(yè)務(wù)， 實(shí)行客戶經(jīng)理制， 為大客戶配置專職經(jīng)理， 提供“一對(duì)一、面對(duì)面”的個(gè)性化服務(wù)， 它的個(gè)人業(yè)務(wù)———“花旗貴賓理財(cái)”聞名遐邇， 對(duì)高端客戶的吸引力極大。而國(guó)內(nèi)很多商業(yè)銀行在工作期間無(wú)視眾多顧客排隊(duì)等候取錢(qián)，明明有10個(gè)窗口卻只開(kāi)4個(gè)左右來(lái)辦業(yè)務(wù)， 拿存折的老百姓只得在營(yíng)業(yè)大廳苦等， 相信很多民眾都有這樣的經(jīng)歷， 而隨著外資銀行進(jìn)軍我國(guó)內(nèi)地市場(chǎng)， 其高質(zhì)量的服務(wù)對(duì)民眾一定有很強(qiáng)的吸引力， 尤其是對(duì)高端客戶這塊市場(chǎng)， 更成為外資銀行與我國(guó)商業(yè)銀行的爭(zhēng)奪亮點(diǎn)。最根本的原因是銀行不重視對(duì)目標(biāo)客戶的研究， 沒(méi)有根據(jù)客戶文化層次與消費(fèi)水平以及潛在需求來(lái)細(xì)分市場(chǎng)， 導(dǎo)致提供的產(chǎn)品針對(duì)性不強(qiáng)， 更重要的是目前我國(guó)商業(yè)銀行非常注重服務(wù)范圍的拓展， 卻忽視了服務(wù)質(zhì)量的提高。， 客戶面臨流失風(fēng)險(xiǎn)。一項(xiàng)銀行產(chǎn)品開(kāi)發(fā)出來(lái)后， 要報(bào)人民銀行批準(zhǔn)， 需要很長(zhǎng)時(shí)間， 有時(shí)還可能不被批準(zhǔn)， 使得新產(chǎn)品不能及時(shí)占有市場(chǎng)?？蛻暨x擇銀行強(qiáng)調(diào)的是差異化、個(gè)性化金融產(chǎn)品和服務(wù)， 盡管我國(guó)商業(yè)銀行對(duì)營(yíng)銷業(yè)務(wù)進(jìn)行了創(chuàng)新， 推出了不少新的金融產(chǎn)品， 但推出的金融產(chǎn)品在業(yè)務(wù)功能、客戶定位上大致一樣， 缺乏特色定位， 使?fàn)I銷行為趨于同化， 形成獨(dú)特品牌的少， 沒(méi)有在客戶心中形成一家銀行有別于其他銀行的獨(dú)特形象， 使廣大客戶覺(jué)得無(wú)論到哪家銀行都一樣， 影響了銀行的吸引力。， 自主創(chuàng)新的品牌較少。以貸款營(yíng)銷為例， 企業(yè)形勢(shì)越好時(shí)越能貸到款， 越在困境中需要資金支持時(shí)卻越難貸到款， 這與市場(chǎng)營(yíng)銷理念是相違背的。市場(chǎng)營(yíng)銷觀念是一種時(shí)時(shí)處處都要體現(xiàn)以市場(chǎng)為導(dǎo)向、客戶為中心、效益為目的的經(jīng)營(yíng)理念。為此，我國(guó)商業(yè)銀行需在借鑒西方商業(yè)銀行市場(chǎng)營(yíng)銷發(fā)展經(jīng)驗(yàn)的基礎(chǔ)上， 正確認(rèn)識(shí)自身的狀況和特點(diǎn)， 制定適應(yīng)新環(huán)境的市場(chǎng)營(yíng)銷策略。s mercial banks financial innovation technology introduction, digestion, innovation and investment market into the work of the core, to shorten new product time to market, as soon as possible to meet the needs of the market.5strengthening the marketing talent team construction, and to cultivate the loyalty of employees.Foreign banks to enter China, caused our country mercial bank talent drain, especially in the hands of a large number of customer marketing talents, this requires that the mercial banks of our country should try various devices to improve the environment, strengthen management, establish an effective mechanism of employing, tarry talent. At the same time, we should strengthen the personnel training, speed up the training of international finance, international practice, international law, senior marketing personnel.附錄二我國(guó)商業(yè)銀行市場(chǎng)營(yíng)銷存在的問(wèn)題及對(duì)策探討隨著我國(guó)金融業(yè)的對(duì)外開(kāi)放，市場(chǎng)競(jìng)爭(zhēng)變得日益激烈，我國(guó)商業(yè)銀行開(kāi)始越來(lái)越重視通過(guò)市場(chǎng)營(yíng)銷手段來(lái)增強(qiáng)其在競(jìng)爭(zhēng)中的地位。s market innovation, innovation。s source, as the dweller money ine increases and the changes in consumption patterns, on the financial product innovation, marketing innovation, service innovation has put forward the new requirements. The establishment of modern enterprise system, the industry and Commerce in the jointstock reform, financing, information, consulting, bankruptcy, the respect such as insurance for financial innovation product releasing。 high ine stratum, private business。 two to develop good marketing policy, to public relations, cultivate customer loyalty, maintaining a high quality of customer market, to prevent the loss of customers。s feelings. Wow! A sound. But many domestic mercial banks during the work to ignore many customers waiting in line to get money, obviously there are10 windows but only4 or so to do business with you, the people had to wait in the business hall, I believe many people have such experience, and with the foreign banks to enter the mainland China market, its high quality service to the public must have the very strong attraction, especially for highend customers in this market, more bee the foreign bank and the Commercial Bank of our country petition highlights. In this respect, foreign banks also have certain advantages, they can according to the part of the customer demand for the development of bank business strategy. For example, Citigroup is good at developing intermediate business, implement the client manager system, for customers provide fulltime manager, one on one, face to face personalized service, its personal business Citibank citigold be wellknown, far and near, to highend customer appeal greatly.4Marketing in bank internal form integrated force.Some of our mercial banks have set up a special marketing departments, such as the market development department, public relations department, but did not carry out the unified deploy and arrangement, the Department and other departments such as the Department of the original settlement, credit department, inspection department and other departments lack of marketing, has not formed the integrated force, this will destroy the bank marketing system, improve the effect of marketing efficiency.two, improve our country mercial bank marketing countermeasures and suggestions1 establish the correct marketing concept, focusing on the customer loyalty cultivation.China39。s Internet banking, mobile phone bank, a bank card business application effect than previously expected. The most fundamental reason is that the bank does not pay much attention to the study of target customers, not according to customer culture and consumption level and potential demand to market segments, to provide products targeted is not strong, the more important is the present our country mercial bank attaches great importance to service scope expansion, but neglected to improve the quality of service. In the United States of America 39。s unique image, so that customers feel that no matter to which banks are the same, the impact of bank attraction.The new financial product marketing process is slow. A bank product developed, should be reported to the approval of the people39。s risk and benefit, and ignore the real needs of customers. With loan marketing as an example, the enterprise situation better when the loan is in trouble, needs financial support are more difficult to loan, this and market marketing idea is contrary to. China39。s mercial banks marketing is still in the initial stage of development. Therefore, the Commercial Bank of our country to draw lessons from western mercial banks marketing development on the basis of experience, the correct understanding of their own conditions and characteristics, developed to adapt to the new environment marketing strategy.One, our country mercial bank marketing proble