试论城市商业银行的市场定位与营销战略构建

摘要·······························································2

绪论································································3

第一章 理论基础·····················································4

1.1我国城市商业银行的产生和发展··································4

1.1.1我国城市商业银行的组建 ····································4

1.1.2我国城市商业银行的发展壮大·································4

1.2商业银行营销的产生与发展·······································5

1.3当代商业银行营销的特点·········································6

第二章 城市商业银行SWOT分析········································8

2.1从城市商业银行内部资源来分析···································9

2.2从城市商业银行外部环境分析·····································9

第三章 城市商业银行市场定位········································11

3.1市场定位的含义防御············································11

3.2战略定位:“求异型为主﹑跟随型为辅”战略·······················11

3.3实现“实施求异型为主、跟随型为辅”战略的途径···················12

3.3.1客户定位：当地中小企业及城市居民···························12

3.3.2竞争地定位：当地城市的区域范围·····························13

3.3.3产品定位：高附加值的中间业务·······························13

第四章 城市商业银行营销战略········································14

4.1银行营销战略含义及意义········································14

4.2 “客户定位”应实施“ＣＳ”营销战略·······························14

4．2．1 “市民的银行”如何实施CS营销战略··························14

4．2．2 “中小企业的银行”如何实施CS营销战略·······················15

4.3 “区位定位”实施“金融品牌”营销战略·····························16

4.4 “产品定位”实施“特定业务集中型”营销战略······················17

结论·······························································19

参考文献···························································20

中文摘要

随着我国金融体制改革的逐渐深入，我国银行体系的格局也初见雏形，城市商业银行作为位居四大国有商业银行和股份制商业银行之后的第三梯队，是支撑地方经济的一股不可或缺的力量。尽管如此，相对于国内外其他商业银行而言，绝大数城市商业银行存在着资本实力弱，资产质量差，竞争力不足，部门设置观念陈旧，管理效率低，网点设置不合理等劣势。总之，我国城市商业银行还存在许多问题，但其中市场定位不明确和没有构建合适的营销战略的问题最为突出。

在异常激烈的同业竞争中，城市商业银行要保持和扩大市场份额，谋求发展，增强自身竞争能力，提高经营效益，要求城市商业银行要明确市场定位，制定营销战略，树立市场营销观念，增强创新能力，为客户提供多样化的服务以满足不同的需要。我国城市商业银行如何制定正确的市场定位，要建立怎样的营销战略，以及实施营销战略体系的营销方法，是本文的论点，这也是本文的选题目的所在。

本文首先通过SWOT分析了我国城市商业银行的内部因素，寻找商业银行本身拥有的优势（Strength）、劣势（Weakness），以及分析商业银行所处的外部经营环境，总结外部环境给银行带来的机遇（Opportunities）和威胁（Threats）。其次，针对我国城市商业银行的市场定位不明确，认为我国城市商业银行应实施“求异型为主、跟随型为辅”的定位策略，以及通过客户、区位、产品三种途径实现城市商业银行战略定位：客户应定位于中小企业以及当地居民、区位定位于当地城市的区域范围、产品应定位于高附加值的中间业务。最后，在明确市场定位的基础上，针对客户定位于中小企业和城市居民提出了“CS”营销战略，针对区位定位于当地城市提出了“金融品牌”营销战略，针对产品定位于高附加值的中间产品提出了“特定业务集中型”营销战略。

关键词：城市商业银行， 银行市场定位， 营销战略