价值导向的商业银行市场营销体系研究

美国银行业处于最开放、公平和有效的市场中,其领先的市场营销直接决定了其全球一流的经营业绩。中国也处于快速地趋近开放、竞争的市场环境,系统分析、整体认识美国商业银行市场营销可以为中国商业银行提供有益的参照。为此,本文提出了价值导向的商业银行市场营销体系:市场营销必须集成客户、员工与外部利益团体的价值;体现价值取向的定位是市场营销成败的根本;应从客户、市场和产品三个维度来把握复杂的营销组合;市场营销始于科学的研究、基于必要的信息、成于资源的保障。最后,本文用美国相关学术研究及商业银行营销实践验证了所提出的营销体系。

Value-Oriented Marketing System of Commercial Banks

American banks operate in the most open and fair and effective market.Thanks to their advanced marketing strategy,their business performance is second to none in the world.China now finds herself in a market environment which slowly but surely becomes opener and more competitive.It will provide valuable reference to commercial banks in China to know American commercial banks through a systemic analysis.To this purpose,a value-oriented marketing system of commercial banks is proposed:marketing should consider the value of customers,staff and external interest groups;value orientation is the key to marketing success;efforts should be made to take stock of the complicated marketing mix of three dimensions involving customers,market and products and a successful marketing is based on science-initiated,information-based and resource-guaranteed.Finally,related academic research results and marketing practices by commercial banks in USA are cited to justify the marketing system proposed.