| 银行服务营销:障碍与突破 |
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| 引用本文： | 陈永.银行服务营销:障碍与突破[J].嘉应学院学报,2004,22(5):27-31. |
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| 作者姓名： | 陈永 |
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| 作者单位： | 嘉应学院,财经系,广东,梅州,514015 |
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| 摘 要： | 服务营销是银行在激烈的竞争中克敌制胜的法宝。然而,目前中资银行的服务营销面临着两大方面的障碍:一方面,营销观念落后、营销机构不健全和营销人才缺乏是来自中资银行内部的主要营销障碍;另一方面,无序竞争、信用缺失和分业经营、分业管理则是来自中资银行外部的主要营销障碍。为了保障中资银行服务营销的顺利有效开展,对于中资银行而言,一是要树立关系营销观念,二是要重构银行组织体制,三是要开展内部营销;对于政府和金融监管当局而言,一是要为银行营造公平有序的竞争环境,二是要为银行打造诚实守信的市场环境,三是要为银行创造混业经营的前提条件。
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| 关 键 词： | 中资银行 服务营销 金融服务 障碍 突破 |
| 文章编号： | 1006-642X(2004)05-0027-05 |
| 修稿时间： | 2004年5月18日 |
Banking Service Marketing:Barriers and Breakthroughs |
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| CHENG Yong.Banking Service Marketing:Barriers and Breakthroughs[J].Journal of Jiaying University,2004,22(5):27-31. |
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| Authors: | CHENG Yong |
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| Abstract: | The service marketing is the way to succeed in the intense competition between banks; however the service marketing of Chinese-capital banks are confronted with two major barriers which are, on the one hand the backward marketing concept, incomplete marketing institute and lack of marketing personnel as the major internal marketing barriers while on the other hand, the illegal competition, the loss of trust and split operation as the major external barriers. To ensure the smooth and efficient service marketing, it is critical for the Chinese-capital banks to set the idea of relationship marketing, to reorganize the banking system and to carry out the internal marketing. For the government and financial supervision, it is important to build a fair and orderly environment for competitors, to provide a honest and trust-bound market and create prerequisite of mixed operation for banks. |
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| Keywords: | Chinese-capital banks service marketing financial service barrier breakthrough |
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