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随着金融业竞争的不断加剧,商业银行应积极采取行动来提高市场竞争力,但商业银行开展市场营销时遇到市场意识不强、外部环境不成熟、营销战略与策略运用不当、管理手段和方式落后等多方面问题,本文从商业银行运用市场营销的意义出发,分析了问题产生的根本性原因,在原因分析的基础上结合市场营销理论提出了树立现代营销观念、创造和改善外部环境、正确选择商业银行市场营销的战略与策略、利用知识和科学技术改善管理等对策。
With the continuous intensification of competition in the financial industry, commercial banks should take active measures to enhance their market competitiveness. However, commercial banks face market-based marketing with weak market awareness, immature external environment, improper application of marketing strategies and strategies, management measures and This paper starts with the significance of commercial banks to use marketing, analyzes the fundamental causes of the problems, based on the analysis of the reasons combined with marketing theory put forward to establish a modern marketing concept, to create and improve the external environment, The correct choice of commercial bank marketing strategy and strategy, the use of knowledge and science and technology to improve management and other countermeasures.