银行金融产品市场营销战略研究

摘    要
近几年来，随着国内经济的快速增长，个人财富积累的不断增加，个人消费意识的不断提高，人们对个人金融产品的需求日趋旺盛。随着金融全球化进程的加快，外资银行将全面进入国内个人金融业务领域，其对个人客户尤其是高端客户的争夺将对国内商业银行形成一定压力。我国商业银行一方面要认清自己的优势劣势，以及所面临的机遇与威胁，另一方面要准确把握消费者的需求动态，才能在金融产品的营销市场中准确定位，制定适合自己的战略，同时对市场进行细分，结合战略制定切实可行的战术策略予以实施。

关键词： 金融产品；市场营销；战略

 
Abstract
In recent years, with the rapid growth of the domestic economy, personal wealth accumulation of ever increasing personal consumption continue to increase awareness of the people of personal financial products of the increasingly strong demand. With the acceleration of the process of financial globalization, foreign banks will fully enter the domestic personal banking business, its personal customers in particular; the high-end customers for domestic commercial banks will create a certain pressure. On the one hand, China's commercial banks need to clearly understand the advantages of their own disadvantages, and face the opportunities and threats, on the other hand, we must accurately grasp the dynamic needs of consumers, to the marketing of financial products in the market in the accurate positioning, to suit their own strategic, At the same time, market segmentation, with the tactical and strategic development of practical strategies to be implemented.

Keywords：financial products; marketing; strategy

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