论文部分内容阅读
城市商业银行作为地方性股份制商业银行,是中国银行业的重要组成部分,城市商业银行在成立之初就确立了“服务地方经济、服务中小企业和服务城市居民”的市场定位,凭借灵活、特色的经营方式,不断发展壮大。但随着我国金融全球化进程的加快和金融开放的扩大,我国城市商业银行面临日益激烈的市场竞争,面对前所未有的压力,城市商业银行要在竞争中求得生存和发展,就必须研究市场营销战略理论,以金融市场为导向,不断研发具备竞争力的金融产品和服务方式,满足目标客户群体的需要,并不断借鉴先进的市场营销管理理念,大力发展品牌建设,提高核心竞争力,在激烈的银行业竞争中占据一席之地。
As a local joint-stock commercial bank, the city commercial bank is an important part of China’s banking industry. The city commercial bank established the market orientation of “serving the local economy, serving the SMEs and serving the urban residents” , Characteristics of the mode of operation, continue to grow and develop. However, with the acceleration of China’s financial globalization and the expansion of financial liberalization, China’s city commercial banks are faced with increasingly fierce market competition. In the face of unprecedented pressure, urban commercial banks must survive in the competition and develop, we must study the market Marketing strategy theory, guided by the financial market, continuously develops competitive financial products and service methods to meet the needs of targeted customer groups and continuously draws on advanced marketing management concepts, vigorously develops brand building and enhances core competitiveness. At the Intense competition in the banking space.