我国商业银行服务营销策略研究

摘要

有效的服务营销对商业银行在激烈的市场竞争中获得竞争优势具有重要意义。我国商业银行应通过建立和完善服务营销管理体系,科学准确地进行市场细分及定位、制定差别化的营销战略,优化服务渠道、做好服务流程再造等策略,提高服务营销能力。%It is of great importance for commercial banks in China to acquire the competitive advantages by use of the efficient service marketing strategies in the fierce market competition.Those banks are supposed,by establishing and improving the service marketing management systems,to employ such strategies as scientific and accurate market refinement,differential marketing tactics,optimizing service channels,and good service process reengineering for the enhance of service marketing abilities.