我国商业银行营销现状与对策研究内容摘要：我国金融业正在经历着巨变，经营体制不断改革，竞争环境日益复杂，这就迫切要求商业银行在营销策略方面不断创新，为客户提供方便、快捷、多样化的金融服务，以此实现自身的经营目标，应对变化的市场。因此，金融营销策略的研究制定，对我国银行业未来的发展有着重大意义。本文首先阐述了商业银行金融营销策略研究的特点与重要性，接着以中国银行六安分行为例，分析我国商业银行金融营销现状，并指出我国商业银行营销存在的主要问题，以 SWOT 研究法分析中国银行六安分行金融产品营销机遇、威胁及优劣势，提出理念转变、调整结构、业务拓展、产品创新、人才培养的改进方法，以期对我国现有金融营销模式进行适当改革，推动商业银行经营效率的提升。关键词：商业银行；金融营销；市场环境；营销组合1Current Situation and Countermeasures of Commercial Banks MarketingAbstract: China's financial industry is undergoing changes, continue to reform the management system, increasingly complex competitive environment, which urgently requires commercial banks to innovate in marketing strategy to provide customers with convenient, fast, diversified financial services in order to achieve their own business goals, respond to changes in the market. Therefore, the study of the development of marketing strategy, the future development of China's banking industry is of great significance. This paper describes the characteristics and importance of marketing strategy of commercial banks, followed by Bank of China branch Lu'an example, analyzes the status quo of China's commercial bank marketing, and noted that the main problem of commercial bank marketing, and put forward the concept of change, structural adjustment, business development, product innovation, improved methods of personnel training, to our existing marketing model appropriate reforms to promote the commercial banks to enhance efficiency.Keywords:commercial banks;financial marketing;marke...
