聚合营销与我国商业银行传统营销方式的变革

随着我国加入WTO和外资银行的准入,我国金融市场格局发生了深刻变化,市场参与者越来越多,新的金融产品和营销方式层出不穷,许多传统金融产品开始出现结构性的有效需求不足,使过去长期存在的银行服务卖方主导地位发生变化.本文针对目前我国商业银行存在的营销弊端,如指导理念落后、营销体系冗叠、营销方式单一、缺乏有效激励机制及未形成真正市场定价机制等状况,从一个全新角度引入"聚合营销"理论,设计了我国商业银行实施这种新型营销方式的具体步骤,从而提出商业银行实施聚合营销的三点方略,即客户与产品的聚合、促销与沟通的聚合以及管理与组织的聚合.

Convergence Marketing and the Change of Traditional Marketing Mode of Our Commercial Banks

In the wake of China's entry into WTO and market access of foreign banks,China has witnessed great changes in our financial market landscape.Market players are increasing.New financial products and marketing modes are mushrooming.As a result,effective de-mands for many traditional financial products are structurally insufficient,forcing the time-honored seller-market position of banks'service to change.In this paper,marketing flaws of our commercial banks at present are dealt with:backward guiding principles,overlapping mar-keting structures,single marketing mode,lack of effective incentives and absence of an real market pricing mechanism.And the theory of convergence marketing is introduced from a complete new angle.Concrete measures to be taken by our commercial banks in applying this new marketing approach are proposed A three-point strategy is set out to guide commercial banks in convergence marketing,e.g.to let cus-tomers and products converge,let promotion and communication converge and let management and organization converge.