国内外商业银行营销比较分析目录摘要..............................................................2ABSTRACT............................................................31引言..............................................................42文献综述..........................................................52.1国外研究现状................................................52.2国内研究现状................................................63商业银行营销理论分析..............................................73.1银行市场营销的概念..........................................73.2银行市场营销的内容..........................................83.3美国商业银行营销............................................93.4日本商业银行市场营销.......................................114国内外商业银行营销比较分析.......................................134.1营销理念的比较.............................................134.2营销机制的比较.............................................144.3营销策略的比较.............................................145改善我国商业银行营销的政策建议...................................185.1吸纳性创新金融产品.........................................185.2推动业务流程科技化和效率化.................................195.3加强客户关系管理...........................................196结论.............................................................20参考文献...........................................................211摘要与发达国家相比，我国商业银行对市场的认知要晚了好多，我国银行业在八十年代以前还没有市场营销的概念。近几年以来，随着改革开放的春风及不断完善的市场经济体制，银行业也面临着全面对外开放的局势，在这个大趋势下，我国的商业银行也在适应时代发展的大趋势，开始寻求新的生存之道，生存与发展成为发展的重要课题。自从我国加入世贸以后，各国的金融业都走向了国际市场，占领各自的领域，国际与国内的竞争显得更为激烈。在这种新型的、残酷的竞争环境中，我国商业银行该如何与时俱进，在体制和机制中如何改革，跟上世界时代的步伐，发挥自己特有的优势，采取适合自己国情的发展和竞争策略，利用最先进的理论和理念来指导实践，增强市场销售的能力，从而实现价值的最大优势，就显得非常的必要。关键词：商业银行，营销，国内外2ABSTRACTComparedwithdevelopedcountries，China'scommercialbankstothemarkettocognitivelatealot，theconceptofChina'sbankingsectorhasnotmarketingintheeightyyearspriortothe.Inrecentyears，alongwiththespringbreezeofreformandopeningupandthecontinuousimprovementofthemarketeconomicsystem，thebankingindustryisalsofacedwiththefullopeningofthesituation，inthistrend，China'scommercialbankstoadapttothetrendofthedevelopmentofthetimes，seeknewsurvival，survivalanddevelopmenthasbecomeanimportanttopicthedevelopment.SinceChina'saccessiontotheWTO，thefinancialindustryintotheinternationalmarket，occupytheirrespectivefields，domesticandinternationalcompetitionbecomesmorefierce.Inthismodel，thecruelcompetitionenvironment，ourcountrycommercialbankhowtokeeppacewiththetimes，howtoreformthesystemandmechanism，tokeepupwiththeworldthepaceofthetimes，toplaytheirownadvantages，adoptthedevelopmentsuitedtoitsnationalconditionsandthecompetitionstrategy，usingthemostadvancedtheoryandphilosophytoguidepractice，enhancetheabilityofmarketsalesthebiggestadvantage，soastorealizethevalue，itisverynecessary.Keywords：Commercialbank，marketing3国内外商业银行营销比较分析1引言随着国有银行商业化转轨步伐的不断加快，以及新建商业银行数量的不断增加和外资银行的陆续...
