城市商业银行贷款类产品营销策略研究摘要：贷款产品是商业银行十分重要的一个业务构成部分，贷款产品所产生的盈利更是为银行带来巨大的利益。在复杂的市场经济环境下，不论是在国际大环境下，还是国内的小环境下，各个商业银行间的竞争都变得愈加激烈。要想在贷款产品领域分到更大的蛋糕，一个优秀的市场营销策略是至关重要的。但目前我国的商业银行在这方面做的还相对欠缺，许多商业银行还欠缺优秀的贷款累产品营销策略。基于以上背景，本文首先梳理了城市商业银行的发展状况以及本文主要研究对象贷款类产品的发展瓶颈，结合个案研究的方法即宁波通商银行在贷款类产品上所采取的一些营销对策。在此基础上，本文最后试图提出一些能够切实解决贷款类产品发展问的优化路径以期能为相关银行提供一个有效的建议和参考。关键词：商业银行；金融产品；市场营销；营销理念；营销方式；贷款问题；发展策略CitycommercialbankloanproductmarketingstrategyresearchinChinaAbstract:Withtheprogressoffinancialmarketinourcountry,andfacingthechallengeofafterjoiningtheworldtradeorganization,internationalanddomesticcompetition,thediversificationofmarketdemand,technologicalprogressandfinancialinnovation,andinternationalcommercialbankmarketingdevelopmentspeedisfast.Tothisend,variouscommercialbankforthecustomer,seizesthemarket,improvethecompetitiveness,towinprofit,realizethegoalofsustainabledevelopment,musttakeintoitsloanmarketingstrategy.Domesticbusinesswithwesterndevelopedcountries,comparedtocommercialbankfinancialproductsandmarketingofourcountrycommercialbankloanmarketingconceptandmarketingmethods,therearequiteabiggap,throughsummarizingthepresentsituationofourcountrycommercialbankloanmarketingandtheinsufficiency,analysesthereasonofloanmarketingproblem,putforwardtoimprovethedevelopmentstrategyofourcountrycommercialbankloanproblem.Keywords:commercialBanks;Financialproducts;Marketing;Marketingconcept;Marketingway;Loanproblem;Thedevelopmentstrategyof上海财经大学浙江学院毕业设计(论文)正文目录摘要一、IAbstract........................................................................................................................................II一、绪论......................................................................................................................................1（一）研究的背景和意义................................................................................................11．研究的背景..........................................................................................................12．研究的意义..........................................................................................................1（二）国内外研究现状....................................................................................................11．国内研究现状......................................................................................................22．论文研究方法......................................................................................................3二、基本理论..............................................................................................................................4（一）城市商业银行的发展历程.......................................................................................41.城市商业银行的诞生..............................................................................................42.城市商业银行的发展..............................................................................................5（...
