| 花旗银行的国际营销战略及其对我国商业银行跨国经营的启示 |
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| 引用本文： | 李斐,王宇露.花旗银行的国际营销战略及其对我国商业银行跨国经营的启示[J].新疆财经,2006(4):64-67. |
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| 作者姓名： | 李斐 王宇露 |
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| 作者单位： | 1. 上海大学,国际工商与管理学院,上海,201800
2. 上海电机学院,经济管理学院,上海,200240 |
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| 摘 要： | 本文从市场进入策略、STP策略、6P策略三个方面对花旗银行的国际化营销战略进行了详细分析和评价,剖析其成功之处,并得出了其对我国商业银行跨国经营营销战略有所启示。
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| 关 键 词： | 花旗银行 国际营销战略 我国商业银行 跨国经营 |
| 文章编号： | 1007-8576（2006）04-0064-04 |
| 收稿时间： | 2006-05-29 |
| 修稿时间： | 2006年5月29日 |
The International Marketing Strategy of Citibank and Its Enlightenment to Transnational Operation of Commercial Bank of China |
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| Li Fei,Wang Yulu.The International Marketing Strategy of Citibank and Its Enlightenment to Transnational Operation of Commercial Bank of China[J].Finance & Economics of Xinjiang,2006(4):64-67. |
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| Authors: | Li Fei Wang Yulu |
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| Institution: | 1. Shanghai University, Shanghai 201800, China; Shanghai Dianji University, Shanghai 200240, China |
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| Abstract: | This paper firstly analyses and appraises the international marketing strategy of Citibank from the tactic of market entry, the tactic of STP and the tactic of 6P. And then, this paper analyses why Citibank succeeded and puts forward the enlightenment to transnational operation of commercial bank of China. |
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| Keywords: | Citibank International Marketing Strategy Commercial Bank of China Transnational Operation |
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