金融市场服务特征的营销学研究

金融市场的服务特征主要包括金融服务的特征、金融服务企业的服务特征、金融服务的顾客特征和金融服务市场的供求关系特征。我国现实金融市场正在由卖方市场向买方市场过渡,一些主要市场结构部分已呈买方市场特征,但金融服务企业界和金融理论界还是卖方思维和卖方经营理念,中国金融市场的营销理念与营销存在着非战略性、战术性、片断性缺陷。中国金融体制和机制的改革必须与金融服务企业营销的竞争能力、盈利能力进行有机整合和配套。

On The Service Characteristic of The Financial Market

The service character of the financial market mainly includes the character of the financial service, enterprise, customer and the financial supply-demand relationship. Now, in our country, the financial service market is based on the buyer's market. But in the financial service enterprise and the financial theory circle,the endogeny-structure ideas of the seller's market are dominant.Mainly there are three issues in the financial market,which are strategic and tactics structure defects in financial marketing.The finance system and mechanism reform in China must be combined with financial service enterprise's competitive marketing power and the profit ability.