摘要
随着金融业对外开放步伐的加快,外资金融企业以其优质的服务产品、灵活的经营给我国金融企业带来了巨大的冲击。因而,国内商业银行的产品创新及其营销工作也日益成为各商业银行关注的重点。本文在主要剖析当前国内商业银行产品管理及营销工作中存在的意识问题、研发问题及管理问题的基础上,通过介绍国外商业银行在产品创新和营销中的先进做法,提出了现阶段国内商业银行在产品创新及营销领域的一些改革构想,即确立产品创新及营销的经营理念、明确产品战略定位、建立矩阵式的产品管理体制及实施全行产品统一研发和综合营销。
As our financial sector quickens their steps of opening to the outside world, foreign financial organizations are entering our country with quality service products and flexible operations, which have had a big impact on our financial industry. Domestically, commercial banks are increasingly concerned with product innovation and marketing. In this paper, analysis is mainly focused on issues relating to concept, R&D and management in product management and marketing by domestic commercial banks at present. By introducing advanced approaches of foreign commercial banks in product innovation and marketing, the paper comes up with some reform proposals in this respect, e.g. establishing the operational principles for product innovation and marketing, setting up strategic positions of product as well as a matrix of product management and unified R&D and marketing products comprehensively by the bank en masse.
出处
《金融论坛》
CSSCI
北大核心
2005年第11期10-18,共9页
Finance Forum
关键词
商业银行
产品创新
产品营销
commercial banks
product innovation
product marketing
