摘要：近年来银行间的竞争逐步加剧，特别是加入世贸组织后外资银行大举登陆，国内商业银行业的竞争更加激烈。在新的竞争格局和市场环境下，国内商业银行的市场开发活动日渐活跃，纷纷结合自身优势，革新和提升市场开发理念。总的来看，近些年来商业银行的市场意识有所增强，市场开发力度加大。但是，商业银行市场开发仍然存在诸多问题，如盲目追求市场竞争、缺乏科学的市场定位；没有充分发挥价格这一竞争手段的有效作用；创新能力不足；分销渠道不合理、单点效能低；网上银行的功能尚未充分挖掘等。本文首先对商业银行的市场开发现状进行了综述，阐述了现阶段商业银行市场开发的特点，并详细列举了当下商业银行市场开发所存在的问题。最后，结合实际以及从可行性考虑，提出了市场定位策略、定价策略、服务创新策略、分销策略、网络营销策略，阐明了市场营销理论在商业银行市场开发中的具体应用。
关键词：商业银行； 市场开发； 营销策略
Abstract: Recent years the competition among commercial banks are getting more intense.Especially after China joined the WTO,a lot of foreign banks have come into China which results in more intense competition among domestic commercial banks.Under the new competition situation and market environment,many domestic banks have been acting more actively in their market development activities .Besides with their own advantages,they have innovated their marketing idea.Generally speaking,in recent years domestic commercial banks have increased market awareness and intensified market developent .
But there are still some problems in the market development,such as blind persuit of market comptition,lack of scientific comptition in the market ,not fully play the role of price,lack of creativity,unreasonable distribution channels and so on.This article first introduces the current situation in the market development of commercial banks,decribing the features and stating the problems of market development of commercial banks.Finally,in combination with fact, it put forwards market positioning strategy,pricing strategy, innovation strategy, distribution stragey and internet marketing strategy.
Key words: commercial banks ; market development ; marketing strategy
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