作　　者： ; ;

机构地区： 广州大学商学院

出　　处： 《金融论坛》 2008年第8期43-47,共5页

摘　　要： 随着商业银行之间的竞争日益激烈,国内各家商业银行已经逐步认识到中间业务的重要性。笔者通过对商业银行中间业务发展现状的中外对比分析,发现我国商业银行与西方发达国家商业银行相比在中间业务收入方面还有相当大的差距,因此,对于我国商业银行来说挖掘中间业务的隐性需求,开发出新兴、高附加值的中间业务产品就显得非常重要。在此基础上,作者根据产品生命周期理论分析了各个时期的消费者特点,提出银行在导入期应采用试探型营销策略,在成长期应采用抢占市场占有率的营销策略,在成熟期应引入创新、市场细分及营销组合,在衰退期则有维持、收获和放弃等几种策略可供选择。 With the increasingly fierce competition among commercial banks, Chinese commercial banks come to recognize the significance of intermediary business. Due to the huge disparities between Chinese and foreign commercial banks in their intermediary businesses, it is critical for Chinese commercial banks to dig intermediary business＇s implicit demand and develop innovative products with high added values. Moreover, the paper analyzes the consumers＇ features in different periods with product life cycle theory and puts forward that commercial banks should adopt suitable marketing strategies to match intermediary product＇s life cycle stage, such as fulfilling exploratory marketing in the pioneer stage, grabbing market share in the growing stage, emphasizing innovation and market segmentation in the mature stage and making choice from maintenance, harvesting and abandonment in the recession stage.

关 键 词： 商业银行 中间业务 隐性需求 显性需求 产品生命周期

领　　域： [经济管理]