银行引入市场营销观念,是经营思想的一次根本性变革。就商业银行目前面临的情势而言,全面引入市场营销观念,审时度势、趋利避害地开展营销活动是商业银行生存和发展的必然。营销管理的重点应放在积极寻找市场机会、合理选择目标市场、准确进行市场定位、选定最佳营销组合等方面随着大量外资银行即将进入中国更多的城市,农村商业银行面临着与狼共舞的严峻形势。本文从分析农村商业银行引人市场营销观念着手,试图找出解决的办法,以提高其经济效益和社会效益。 Introducing the concept of marketing into a bank is a fundamental change in management thinking. As far as the current situation of commercial banks is concerned, the introduction of marketing concepts in an all-round way, the trial of the situation, and the profit-taking and marketing activities are inevitable for the survival and development of commercial banks. Marketing management should focus on actively looking for market opportunities, a reasonable choice of the target market, accurate positioning of the market, the selection of the best marketing mix, etc. As a large number of foreign banks are about to enter more cities in China, Rural Commercial Bank faces with the wolf Dangerous situation of dancing. This article starts with analyzing the concept of introduction of marketing in rural commercial banks and attempts to find solutions to improve its economic and social benefits.