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“营销”是银行面向市场，实现经营目标的关键环节。“营销”一词不应该被认为是过去传统概念中的销售，它必须被赋予新的意义──满足顾客需要。为此，银行市场营销应辩明未满足的欲望和需求，确定和衡量它们的大小，断定为它们提供最好服务的目标，推出适当的产品，服务和规划来为之服务。转变认识观念，
“Marketing” is the key link that the bank faces the market and achieves the business goal. The word “marketing” should not be considered as sales in the traditional concepts of the past, it must be given new meaning - to meet customer needs. To this end, bank marketing should identify unmet needs and needs, identify and measure their size, identify the best service they serve, and launch the appropriate products, services and programs to serve them. Change the concept of understanding,