摘要
现代银行产品的营销策略已经从“以产品为中心”逐渐发展成为“以客户为中心”的层面,即以客户需求为导向,通过信贷客户经理和企业间的“博弈”,在达到营销银行产品目的的同时使企业融资达到最优化。现代意义的客户经理不仅要熟悉原有的贷款操作流程,更多的是要扮演企业融资策划师的角色。本文试从银行信贷客户经理的角度出发,对我国现有不同融资渠道成本进行比较,并在此基础上对企业的融资方案做出具体的情景分析,以揭示银行客户经理对各种融资渠道特征的了解和融资规划的最优化设计在信贷营销过程中的重要作用,力求为银行信贷产品的营销提供一条新思路。
Strategically, modern banks have already marketed their products from 'product-centered stage ' to 'customer-centered' stage. That means to say that only through a customer-oriented approach and a 'gaming' between a credit customer manager and an enterprise can the goal of product marketing be achieved and enterprise financing fully optimized. A customer manager in modern sense should not only understand the original rules of extending loans but also be a designer for enterprise financing. In the present paper, financing costs of different channels existing in our country are compared from the perspective of a bank's credit customer manager and a concrete and situational analysis is given to the financing plan of an enterprise. It is demonstrated that in order to open up a new field to market credit products, it is important for a customer manager to know not only the characteristics of different financing channels but also the key role of optimized financing design in the process of credit marketing.
出处
《金融论坛》
CSSCI
2004年第5期35-40,61,共7页
Finance Forum
