新金融时代我国商业银行面临的挑战

新金融时代我国商业银行面临的挑战及市场营销策略

摘要：作为经营管理的一种全新管理理念和方法，市场营销在商业银行越来越热，应用也日渐扩大和普及。商业银行市场营销是银行经营管理的重要内容，但我国的商业银行市场营销起步却非常晚，目前尽管有了一定程度的发展，但与国外的银行相比仍然存在较大差距。近些年，随着新金融时代的到来，我国商业银行正面临着前所未有的严峻挑战。首先是中国银行业对外全面开放市场的大环境下，资产庞大、资本金充足、抗风险能力强的外资银行大量涌入；其次是互联网技术以及电子商务不断发展的基础上，国内互联网金融的迅速崛起，这都使我国商业银行面临前所未有的竞争压力，我国商业银行也正由寡头垄断型市场结构向垄断竞争型市场结构转变。面对诸多挑战，我国商业银行要构建并完善市场营销体系，这样才能以更积极、更主动的姿态面对金融市场的创新与变化，在激烈的市场营销竞争中积极稳健的发展与壮大。

关键词：商业银行；市场营销；金融；竞争；对策

Abstract：As one kind of brand-new administration idea and method of management control,marketing and sales more and more hot , applies to the commercial bank also gradually, to expand and popularize. Commercial bank marketing and sales is important bank management control content , commercial bank of our country marketing and sales is break the ice but but very late, existence is at present still bigger compared with abroad bank although having had development of certain degree, gap.In recent years, with the arrival of the new era, the commercial banks in China are facing unprecedented severe challenges. The first is under the environment of the Chinese banking industry comprehensive opening to the world market, huge assets, capital adequacy, strong ability to resist risks of foreign banks influx; the second is based on the continuous development of Internet technology and e-commerce, the domestic Internet banking rapid rise, the Commercial Bank of our country is facing unprecedented pressure of competition, our country commercial bank by an market structure to monopoly competition market structure change.Face many challenges, the Commercial Bank of our country to construct and perfect marketing system, so as to to a more positive and more active attitude in the face of innovation and change in the financial market, in the fierce market competition in a positive and steady development and growth.

Key words：Commercial bank；Marketing and sales；Fiance；Competition；Countermeasure

目录

摘要.................................................................... - 1 - Abstract ................................................................ - 1 - 目录....................................................................... II 1、我国商业银行面临的挑战 (1)

1.1互联网金融对商业银行的冲击 (1)

1.2外资银行对我国商业银行的挑战 (1)

1.3非银行金融机构对商业银行的挤兑 (1)

2、我国商业银行市场营销存在的主要问题 (2)

2.1营销思维定式难以解脱，缺乏市场营销体系 (2)

2.2忽视服务质量，缺乏对目标客户的研究 (2)

2.3同业无序竞争仍然存在，导致行业市场营销成本攀升 (2)

2.4 缺乏整体产品的概念 (3)

2.5资源配置存在偏差，没有在银行内部形成合力 (3)

3、我国商业银行市场营销存在问题的解决对策 (3)

3.1建立和完善面向客户和市场的商业银行市场营销体系 (3)

3.2实施品牌营销策略 (4)

3.3正确定位，明确商业银行市场营销目标 (4)

3.3.1重视市场分析，细分选择客户目标定位 (4)

3.3.2开发创新金融产品，逐步形成产品目标定位 (4)

3.4优化资源配置，促进商业银行市场营销的整体协调 (5)

3.5加强分销渠道建设 (5)

参考文献： (5)