摘 要
我国的商业银行在其股份制的改造进程中随着价值最大化的经营理念而牢固树立，面对非银行金融机构的扩张、经济全球化的趋势、信息技术的迅猛发展、各中小银行的建立发展和市场门户的开放政策等多种因素而导致的银行业竞争异常激烈的严峻形势，借助市场营销来保持和扩大银行的市场份额，是提高其核心竞争力，是真正成为符合现代化的企业制度要求的、并具有先进国际水平的股份制商业银行的重要手段。近阶段，营销作为银行竞争的新策略正受到很大的重视，并且也已逐步的渗透到银行的经营活动中去。然而，我国商业银行从整体上还缺乏对市场营销的系统研究和运用，传统的思维方式和做法还没有彻底改变，还未建立起真正的市场营销的机制，银行业的营销管理水平明显滞后于银行市场的发展。本文就以深圳发展银行为例，探讨其存在的问题，并提出相应的对策和建议，以战胜其他中小型银行，得到更好的发展。
关键词：发展银行 市场营销 策略
Abstract
The Commercial Bank of our country on its shareholding reform process as the maximization of the value of the business philosophy and to firmly establish, in the face of non-bank financial institutions, the expansion of the trend of economic globalization, the rapid development of information technology, the small and medium-sized banks in the establishment and development of market door open policy and so on many kinds of factors lead to competition in the banking industry abnormal intense grim situation, with the aid of marketing to maintain and expand the market share of the bank, is to improve their core competitiveness, it is truly meet the modern enterprise system request, and has the advanced international level of joint-stock commercial banks is an important means of. Near stage, marketing as the bank competition new strategy is to pay much attention, and has gradually penetrated into the bank’s business activities to. However, the Commercial Bank of our country on the whole is a lack of marketing research and the use of the system, the traditional way of thinking and practices have not changed, has not established a real marketing mechanism, banking marketing management level lags behind the development of the banking market. This article takes the Shenzhen Development Bank for example, discusses the existing problems, and puts forward corresponding countermeasures and suggestions, in order to defeat the other small and medium-sized banks, to obtain a better development.
Key word：Development Bank Marketing Strategy
目 录
Abstract……………………………………………………….. II
1深圳发展银行的环境分析………………………………………….. 2
1.1 深圳发展银行的基本概况…………………………………….. 2
1.1.1深圳发展银行的经营状况………………………………… 2
1.2深圳发展银行的竞争者分析……………………………………. 2
1.2.1深圳发展银行同国有大型银行…………………………….. 3
1.2.2深圳发展银行同中小型银行………………………………. 3
1.3深圳发展银行的经营特点……………………………………… 3
1.3.1货欲利率的灵活性……………………………………… 3
1.3.2资金投向的灵活性……………………………………… 4
1.3.3服务对象的多层次和业务种类多样化……………………….. 4
1.3.4资金的风险性…………………………………………. 5
2 深圳发展银行市场营销存在的问题…………………………………… 6
2.1市场营销意识淡薄，忽视服务质量………………………………. 6
2.2缺乏科学的市场细分、目标市场选择和市场定位……………………. 6
2.3对于广告宣传和公共关系方面,有舍本逐末的倾向…………………… 7
2.4发展银行推出新产品新业务的步伐较慢…………………………… 7
3 深圳发展银行市场营销策略………………………………………… 8
3.1建立以客户为中心的市场营销理念和管理体制……………………… 8
3.2开展差异化的市场定位，注重市场细分…………………………… 8
3.3加大金融新产品的开发力度……………………………………. 9
3.4进一步整合分销渠道………………………………………… 10
3.5整合促销手段,树立良好的银行形象…………………………….. 10
3.6积极实施银行品牌化战略…………………………………….. 10
3.7全面推行客户经理制，实现个性化服务………………………….. 11
参 考 文 献…………………………………………………….. 14
