摘要
文章通过研究对比中外商业银行中间业务发展水平、资源状况及外资银行竞争优势,分析中资商业银行在中间业务产品营销过程中存在的问题。在此基础上,建立适用于当前国情的商业银行中间业务整合营销战略模型及相应的战略实施措施。
According to the research and analysis of the developing level of commercial bank＇s intermediate business, the resources condition, implement of marketing strategy among the Chinese and foreign commercial banks, the author analyzes foreign commercial banks＇ integrated marketing strategy of intermediate business and the marketing problem of Chinese commercial banks＇ intermediate business. From above analysis, the author build up the commercial banks＇ intermediate business integrated strategic model and homologous strategic ;mplement measures of marketing.
出处
《华东经济管理》
CSSCI
2008年第4期145-147,共3页
East China Economic Management
关键词
资源理论
中间业务
整合营销战略
the resources theory
intermediate business
the integrated marketing strategy
