摘  要

改革開放近三十年里，我國國民經(jīng)濟(jì)總量實(shí)現(xiàn)了持續(xù)、快速、穩(wěn)定增長。人民生活水平不斷提高。國民經(jīng)濟(jì)發(fā)展的巨大能量源源不斷釋放出來。但是，在沸沸揚(yáng)揚(yáng)的經(jīng)濟(jì)發(fā)展背后還有令人較為深思的問題。按照區(qū)域經(jīng)濟(jì)最高層次的空間劃分確定的我國東、中、西部三大地域中，中部六省晉、豫、皖、鄂、湘、贛的經(jīng)濟(jì)總量在國民經(jīng)濟(jì)總量中所占的比重持續(xù)下降，成為全國經(jīng)濟(jì)發(fā)展的制肘點(diǎn)。原因多種多樣，甚為復(fù)雜。其中，銀行體系沒有完全發(fā)揮重要媒介功能是一個(gè)重要因素。
金融是現(xiàn)代經(jīng)濟(jì)發(fā)展的核心。銀行是金融體系的重要組成部分。作為金融媒介的銀行通過吸收公眾存款、有償提供給需要資金的企業(yè)進(jìn)行投資、生產(chǎn)或者個(gè)人消費(fèi)者進(jìn)行消費(fèi)來推動和促進(jìn)經(jīng)濟(jì)發(fā)展，既是企業(yè)融資的重要渠道，也是居民消費(fèi)者個(gè)人實(shí)現(xiàn)信貸消費(fèi)的首選途徑。商業(yè)銀行即扮演著這樣一種角色。在“中部崛起”的國家梯度經(jīng)濟(jì)發(fā)展規(guī)劃的實(shí)施過程中，四大行一方面為其經(jīng)濟(jì)發(fā)展提供了急需的資金，促進(jìn)了區(qū)域經(jīng)濟(jì)的繁榮，另一方面卻作為從舊體制下衍生出來的金融媒介，壟斷地位仍未消除，在經(jīng)營中表現(xiàn)出來各種很不盡如人意的現(xiàn)象。從營銷角度來講，主要集中在以下幾方面。一是在產(chǎn)品營銷策略中，國有商業(yè)銀行存在營銷觀念落后、行動較為單一、產(chǎn)品創(chuàng)新較少且創(chuàng)新過程中缺乏系統(tǒng)性、即時(shí)性和前瞻性；二是在價(jià)格營銷方面，商業(yè)銀行存在著價(jià)格營銷策略的盲點(diǎn)，一方面由于欠發(fā)達(dá)地區(qū)的區(qū)域經(jīng)濟(jì)特征決定的經(jīng)濟(jì)發(fā)展落后的現(xiàn)實(shí)使銀行失去發(fā)展的動力，各銀行普遍惜貸于普通中小企業(yè)，另一方面面對著在國家和地方產(chǎn)業(yè)政策扶持內(nèi)的中小企業(yè)又大打“價(jià)格戰(zhàn)”進(jìn)行優(yōu)貸，造成銀行內(nèi)部實(shí)際利潤的提升空間狹小，兼之忽視中間業(yè)務(wù)的開展，價(jià)格營銷策略弱化；三是在促銷或分銷策略過程中，隨著原來四大國有商業(yè)銀行上市的戰(zhàn)略目標(biāo)逐步實(shí)現(xiàn)，除了中國農(nóng)業(yè)銀行進(jìn)行上市前的資源整合外，其他三大銀行通過撤、并、轉(zhuǎn)、合，已經(jīng)基本收縮了中部欠發(fā)達(dá)地區(qū)的經(jīng)營網(wǎng)點(diǎn)，剩下農(nóng)業(yè)銀行在經(jīng)營過程中，由于歷史的、傳統(tǒng)的經(jīng)營思維還未完全轉(zhuǎn)變，促銷方式表現(xiàn)出來還處于停留在被動等待顧客上門的階段。更先進(jìn)的促銷策略尚待在銀行系統(tǒng)內(nèi)部引入及推廣。四是在關(guān)系營銷策略方面，銀行與客戶、企業(yè)之間的關(guān)系仍然是銀行以“自我價(jià)值”為主，處在營銷理論發(fā)展的第二個(gè)以“產(chǎn)品為本”的階段，即“我能為客戶做什么”的階段，這距離真正的“以人為本”的“客戶要我做什么”的高級營銷階段還相差甚遠(yuǎn)。至于與同業(yè)之間的關(guān)系營銷更多地是強(qiáng)調(diào)競爭、忽視合作，造成同業(yè)內(nèi)部的資源浪費(fèi)。文章通過對上面所提及的目前存在于中部欠發(fā)達(dá)地區(qū)四大國有商業(yè)銀行內(nèi)部營銷策略方面的這些問題的分析，認(rèn)為要實(shí)現(xiàn)銀行價(jià)值最大化，必須針對地域特征改變以往的營銷觀念，進(jìn)行營銷策略的組合。在產(chǎn)品營銷策略中重視產(chǎn)品的創(chuàng)新特征，在價(jià)格營銷策略中重視中小企業(yè)的信貸需求及中間業(yè)務(wù)的開展，在促銷及分銷策略中要重視各種促銷渠道的不同作用，通過組合使各種渠道同時(shí)發(fā)揮功能，在公共關(guān)系營銷中注重與客戶之間、與社會之間、與同業(yè)之間的互動雙贏。銀行業(yè)的發(fā)展對于促進(jìn)中部欠發(fā)達(dá)地區(qū)經(jīng)濟(jì)發(fā)展具有十分重要的意義，欠發(fā)達(dá)地區(qū)在“中部崛起”的戰(zhàn)略中需要通過銀行的支持來把握機(jī)遇，轉(zhuǎn)變產(chǎn)業(yè)結(jié)構(gòu)，拓寬經(jīng)濟(jì)發(fā)展渠道，最終實(shí)現(xiàn)銀行與地方經(jīng)濟(jì)的共同發(fā)展。

關(guān)鍵詞：中部欠發(fā)達(dá)地區(qū)；銀行營銷；營銷策略

MARKETING  STRATEGY  OF  COMMERCIAL  BANK
 IN   UNDEVELOPED  CENTRAL  REGION 
ANALYSIS

ABSTRACT

In the reform and open policy nearly 30 years，our national economy has been realized fast，stable growth continually，the persons living level unceasingly enhanced．The national economy development huge energy continuously releases．but，also has sone questions which we should thinks deeply behind the prosperous economic development.according to the divide of disteict economy,the three greatest district，east，central，west，the economic total amount of six provinces of central part，shanxi，henan，anhui，hubei，hunan，jianxi，have descends continously．The reason is varied，even complicated．It is an important factor that the bank systens have no complete exertive important medium function．
Finance is the core of the modern economic．Bank plays an important role in the financial systems．As a the financial medium，it pushes and promotes the economic development by absorbing the public savings and providing loan tu the business enterprises which need funds tu carry on the invesment and produce，personal consumer carries on the consumption．Its not lnly the import ourlet of the business enterprise margin，also the superior choice for the residents who inclining to loaning consumption．Four big and state-owned commercial banks play thus a kind of role namely．In an economy of national steps of “central part rising”，on ond hand，four major banks provide the funds to the regions where its economics need them urgently to promoting the prosperity of the district economy，and the other，being from the old system，the monopolize had not been removed yet，various bad phenomenon expressed out in the management，which should be overcome．The state-owned commercial bank exists the the marketing idea to fall behind，the activity behavior boring，product creative less，lacking the system，instant and prospects in the creative process．As bank marketing a example，mainly be concentrate in following several aspects．
First，in the product marketing strategy，The state-owned commercial bank exists the marketing idea to fall behind，the activity behavior boring，financial innovation less，lacking the system，instant and prospects in the creative process．
Second，in the price marketing aspect，four big and state-owned commercial banks exist the blind spot of the price marketing strategy，On the one hand，losing the motive of the development because of the district economic characteristic，each bank has not make a loan to small business enterprise in commonness，on the other hand，facing to the small business enterprises by supported with the industry policy，“price war”is carried on in the bank industry in order to the excellent loan greatly，leading to narrowness profits bank can be only．And neglecting the middleman business，the price marketing strategy weaken．
Third，in promote sales or retail the strategy process，along with the strategic target that four big and state-owned commercial banks appear on the capital market carry out gradually，the conduct net in the central undeveloped district constringency．Only have the agriculture bank continues to integrate the resources．From the traditional management thinking，the promote sales strategy still be a stage waiting for the customer come，the more advanced promotion strategy be led to go into and expanding in the bank system inner part is in the decision．
Fourth，in relation of the marketing strategy aspect，the relation between bank and customer，business enterprise still is a stage which bank regards “ego value” as principle，is in the second of the marketing theories develop which the product is originally of stage，namely the stage of “what can I do for the customer”．This extensions the deluxe stage of the marketing from“the customer wants that I do what”to“make people the center”．With the relation marketing between same profession，we should to be emphasized the competition and neglect the cooperation，resulting in the waste of resources of the same profession inner part．By analysising to the marketing strategy problems currently to exist the undeveloped region in the central part four big and state-owned commercial banks，the article get a conclusion，in order to have a maximize value，the bank should change the former marketing idea to the region characteristic，carrying on the combination of the marketing strategy．Creative characteristic of the value product should be played an important role in the product marketing strategy．In the price marketing strategy，the loan the small business enterprise and the middleman businesses should be emphasized on．To various different function of the  promote sales and retail strategy，through a combination win with interactive double between same profession paying attention to in the public relations marketing and the customer's，with society of．The development of the banking for promote the central undeveloped region have the very important meaning．The undeveloped region must grasp an opportunity in the strategy of“The Central Part Rising”by the support from the bank，changing the industrial structure，opening widely the economy development outlet, carrying out common development of the bank and the place economy in the end．

KEY WORDS：the middle undeveloped region；bank marketing；marketing strateg
 
 
目  錄

第1章  現(xiàn)代商業(yè)銀行與市場營銷……………………………………………………… 1
1.1 商業(yè)銀行營銷……………………………………………………………………………1
       1.1.1  關(guān)于市場營銷…………………………………………………………………1
1.1.2 銀行營銷…………………………………………………………………………1
1.2 商業(yè)銀行營銷發(fā)展的歷史…………………………………………………………4
1.2.1 國外商業(yè)銀行的營銷歷史、發(fā)展和現(xiàn)狀……………………………5
1.2.2 我國商業(yè)銀行的營銷歷史發(fā)展脈絡(luò)……………………………………6
第2章  中部欠發(fā)達(dá)地區(qū)商業(yè)銀行現(xiàn)狀……………………………………………… 9
2.1 中部欠發(fā)達(dá)地區(qū)界定……………………………………………………………… 9
2.1.1 中部欠發(fā)達(dá)地區(qū)區(qū)域范圍界定………………………………………… 9
2.1.2 中部欠發(fā)達(dá)地區(qū)區(qū)域特征 ……………………………………………… 9
2.2 中部欠發(fā)達(dá)地區(qū)商業(yè)銀行運(yùn)行現(xiàn)狀 ………………………………………10
2.2.1 銀行機(jī)構(gòu)的分布情況……………………………………………………… 10
2.2.2 銀行營銷的市場環(huán)境及營銷現(xiàn)狀 ……………………………………11
第3章  中部欠發(fā)達(dá)地區(qū)商業(yè)銀行營銷中存在的問題…………………… 13
 3.1 產(chǎn)品營銷中存在的問題…………………………………………………………13
3.1.1 對營銷觀念認(rèn)識不一、行為有偏差……………………………………13
3.1.2 產(chǎn)品創(chuàng)新品種單一、規(guī)模較小………………………………………… 13
3.2 價(jià)格營銷中存在的問題………………………………………………………… 14
3.2.1 貸款利率水平相對較高，且分化明顯………………………………15
3.2.2 利率管理機(jī)制不到位……………………………………………………… 15
3.3 分銷、促銷中存在的問題…………………………………………………………16
3.3.1 對金融產(chǎn)品需求多元化的分銷策略不足 …………………………16
3.3.2 消費(fèi)者消費(fèi)動機(jī)不同的應(yīng)對策略不到位 …………………………16
3.3.3 營業(yè)推廣中存在的問題……………………………………………………16
3.4 公共關(guān)系營銷中存在的問題……………………………………………………17
3.4.1 銀行與客戶的公共關(guān)系……………………………………………………18
3.4.2 銀行與社會的公共關(guān)系……………………………………………………18
 
3.4.3 銀行與同業(yè)公共關(guān)系……………………………………………………… 18
第4章  提升中部欠發(fā)達(dá)地區(qū)銀行營銷策略方面的建議…………………19
4.1 產(chǎn)品營銷策略改革………………………………………………………………… 19
4.1.1 深化營銷觀念………………………………………………………………… 19
4.1.2 探求產(chǎn)品創(chuàng)新………………………………………………………………… 19
4.2 價(jià)格營銷策略方面的建議……………………………………………………… 20
4.2.1 利用區(qū)位優(yōu)勢制定價(jià)格策略…………………………………………… 21
4.2.2 進(jìn)行中間業(yè)務(wù)營銷價(jià)格策略組合……………………………………21
4.3 分銷、促銷策略的改進(jìn)……………………………………………………… 22
4.3.1 改進(jìn)營業(yè)推廣中存在的問題…………………………………………22
4.3.2 組織人員開展多元化的分銷…………………………………………22
4.4 提升公共關(guān)系營銷策略………………………………………………………23
4.4.1 提升銀行與客戶之間公共關(guān)系營銷策略的建議…………  23
4.4.2 提升銀行與社會公共關(guān)系的營銷策略建議………………… 23
4.4.3 提升銀行與同業(yè)之間公共關(guān)系的營銷策略建議………… 24
結(jié)束語…………………………………………………………………………………………………25
參考文獻(xiàn)………………………………………………………………………………………………26
致 謝……………………………………………………………………………………………………28