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商业银行竞争归根结底还是对客户资源(需求)的竞争。面对金融脱媒、利率市场化、互联网金融不断跨界整合资源、拓展服务边界的变化,银行业需积极应对外部市场环境中的新情况。当下金融产品虽然已极为丰富,但大同小异的多,任何产品上的创意都很容易被他人所模仿。卖点不是关键,卖点转化为买点才是关键。一个品牌就是一种经营理念,必须贯穿于经营活动中的各个层面,从长远来说,它比任何一时的营销策略都更为有效。
Competing commercial banks in the final analysis is the competition for customer resources (demand). In the face of financial disintermediation and interest rate liberalization, Internet finance has continuously cross-sectorized resources and expanded service boundaries. The banking sector needs to actively cope with the new situation in the external market environment. Although the current financial products have been extremely rich, but more similar, any product ideas are easily imitated by others. Selling point is not the key selling point into buying is the key. A brand is a business philosophy that must run through all aspects of its business activities and is more effective than any marketing strategy in the long run.