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近几年来,随着四大国有商业银行转轨步伐加快,以及外资银行的陆续加入,整个商业银行群体日益呈现出多元化的竞争格局。在激烈的竞争环境中,各家商业银行从生存与发展的战略高度充分认识到,唯在尽快转变经营和业务发展策略,树立市场营销观念,应用市场营销手段,根据市场需求和经营环境的变化随时调整产品和服务,才能确立自身稳固的市场地位,保持竞争优势。
In recent years, with the acceleration of the transformation of the four state-owned commercial banks and the successive introduction of foreign-funded banks, the entire commercial banking community is increasingly showing a diversified competitive landscape. In the fierce competitive environment, commercial banks fully realize from the strategy of survival and development that they will change their business and business development strategies as soon as possible, establish marketing concepts, apply marketing measures, and make changes according to market demand and business environment At any time to adjust products and services, in order to establish their own solid market position, maintain its competitive advantage.