工商银行如何搞好银行市场营
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摘要
现代金融市场环境随着金融体制改革的不断深化，金融市场环境发生了巨大的变化。中国加入WTO后，逐步放松了外资银行对客户、业务和地域的限制，外资银行和中国银行站在同一起跑线上与中国竞争，金融产品创新和业务竞争加剧，市场由卖方市场转变为买方市场，加之社会大众金融投资渠道逐渐向多元化方向发展，工商银行的市场地位和市场份额也发生了巨大的变化，中国工商银行的市场份额逐年呈下降趋势。在这们的市场局面下，中国工商银行应实施市场营销战略。
商业银行的市场营销是指银行从客户的需要出发，在确定好一定的目标市场后，通过市场调研、金融产品开发、定价、促销、监测，以实现利润最大化的整体活动。但是工商银行在市场营销过程中还存在有不少问题，主要是：研发和市场脱节；营销和销售脱节；销售和服务不分；风险系统和营销系统的设置不相匹配；目标市场不明确；引导客户进行重视不够。
针对营销工作中出现的问题，我认为最重要的是要做好三方面的事情：一是金融业务创新；二是客户经理的建设；三是建立关系兴行的战略。针对金融业务创新要坚持“以市场为导向，以客户为中心”原则，摸索一条适合自身特点的金融业务创新道路。搞好客户经理队伍的建设，要做好选拔一支高素质的客户经理队伍；改革内部组织机构和客户经理的组织形式；制定科学的客户经理制实施办法；建立健全客户经理工作制度和流程；以客户为中心，改革银行运营机制；加强客户经理的培训工作；建立健全考核体系和激励机制，培养客户经理的忠诚度；合理分配和使用客户资源，建立客户与客户合理的配比关系。实施“关系兴行”战略，达到客户和银行的“双赢”。
With the deepening of the reform of financial system, great changes have taken place in the modern financial environment of the market. With China's entry into WTO, limitations on the foreign banks in clients, business operations and the regions have been lessened. Foreign banks are competing with Chinese banks before the same scratching line. The innovation of banking product and the professional business competition are intensified. The market is transformed from the seller's market to the buyer's market. In addition, the investment channel of the masses is developing toward the diversification.
The tremendous changes on market position and market share of Industrial and Commercial Bank of China and the tendency of decreasing of market share makes it necessary for ICBC to enforce the marketing strategy.
The marketing of commercial bank is an integrated activity of maximizing the profit, which is on the basis of client's needs, the fixed targeted market, through market investigation, development of monetary product, pricing, sales promotion and supervising. However, there are many problems in the process of marketing, such as adrift of research and development; adrift of marketing and sales; mixing of sales and service; bad match of risk system and the marketing system; the vagueness of market target and lacking of client-oriented spirit.
With regards to the problems in marketing,I think the most significant things need to do lie in three aspects:the first is the business innovation;the second is the construction of client manager, The third is relationship marketing. Business innovation shall be directed by the principle "lead by the
market, regard the clients as the God".ICBC should innovate with her own way. ICBC should do a lot of things in the construction of client manager:choosing high quality client managers; reforming organization of client managers; formulating scientific knowledge manufactures implementation means of client managers; establishing working system and rule of client managers; taking client at the first place; reforming bank running mechanism; Strengthening the cultivating work of client managers; establishing and perfecting the mechanism of regular examination and inspiration, cultivating the loyalty of client managers; distributing and using client resources resonably, establishing reasonable matching relations between clients.ICBC should establish relationship marketing stragtegy
商业银行的市场营销是指银行从客户的需要出发，在确定好一定的目标市场后，通过市场调研、金融产品开发、定价、促销、监测，以实现利润最大化的整体活动。但是工商银行在市场营销过程中还存在有不少问题，主要是：研发和市场脱节；营销和销售脱节；销售和服务不分；风险系统和营销系统的设置不相匹配；目标市场不明确；引导客户进行重视不够。
针对营销工作中出现的问题，我认为最重要的是要做好三方面的事情：一是金融业务创新；二是客户经理的建设；三是建立关系兴行的战略。针对金融业务创新要坚持“以市场为导向，以客户为中心”原则，摸索一条适合自身特点的金融业务创新道路。搞好客户经理队伍的建设，要做好选拔一支高素质的客户经理队伍；改革内部组织机构和客户经理的组织形式；制定科学的客户经理制实施办法；建立健全客户经理工作制度和流程；以客户为中心，改革银行运营机制；加强客户经理的培训工作；建立健全考核体系和激励机制，培养客户经理的忠诚度；合理分配和使用客户资源，建立客户与客户合理的配比关系。实施“关系兴行”战略，达到客户和银行的“双赢”。
With the deepening of the reform of financial system, great changes have taken place in the modern financial environment of the market. With China's entry into WTO, limitations on the foreign banks in clients, business operations and the regions have been lessened. Foreign banks are competing with Chinese banks before the same scratching line. The innovation of banking product and the professional business competition are intensified. The market is transformed from the seller's market to the buyer's market. In addition, the investment channel of the masses is developing toward the diversification.
The tremendous changes on market position and market share of Industrial and Commercial Bank of China and the tendency of decreasing of market share makes it necessary for ICBC to enforce the marketing strategy.
The marketing of commercial bank is an integrated activity of maximizing the profit, which is on the basis of client's needs, the fixed targeted market, through market investigation, development of monetary product, pricing, sales promotion and supervising. However, there are many problems in the process of marketing, such as adrift of research and development; adrift of marketing and sales; mixing of sales and service; bad match of risk system and the marketing system; the vagueness of market target and lacking of client-oriented spirit.
With regards to the problems in marketing,I think the most significant things need to do lie in three aspects:the first is the business innovation;the second is the construction of client manager, The third is relationship marketing. Business innovation shall be directed by the principle "lead by the
market, regard the clients as the God".ICBC should innovate with her own way. ICBC should do a lot of things in the construction of client manager:choosing high quality client managers; reforming organization of client managers; formulating scientific knowledge manufactures implementation means of client managers; establishing working system and rule of client managers; taking client at the first place; reforming bank running mechanism; Strengthening the cultivating work of client managers; establishing and perfecting the mechanism of regular examination and inspiration, cultivating the loyalty of client managers; distributing and using client resources resonably, establishing reasonable matching relations between clients.ICBC should establish relationship marketing stragtegy
引文
1.<<现代商业银行经营管理>>张桥云编著 西南财经大学出版社 2002年1月出版
2.<<商业银行战略营销>>孙国辉 王海妹编著 山东人民出版社2003年8月出版
3.<<商业银行开展营销工作的探讨>>王润石 <<重庆金融>>2003年8月号
4.<<关于商业银行营销的思考>>张德林/杨荣春<<国际金融>>2003年10月号
5.<<现阶段我国商业银行金融创新的条件分析和思路探讨>>孙新荣/陈坚<<金融论坛>>2002年4月号
6.<<营销:当前我国商业银行的重大课题>>李兴智<<河南金融管理干部学院学报>>2003年第五期
2.<<商业银行战略营销>>孙国辉 王海妹编著 山东人民出版社2003年8月出版
3.<<商业银行开展营销工作的探讨>>王润石 <<重庆金融>>2003年8月号
4.<<关于商业银行营销的思考>>张德林/杨荣春<<国际金融>>2003年10月号
5.<<现阶段我国商业银行金融创新的条件分析和思路探讨>>孙新荣/陈坚<<金融论坛>>2002年4月号
6.<<营销:当前我国商业银行的重大课题>>李兴智<<河南金融管理干部学院学报>>2003年第五期