随着全球化发展进程的不断深入,对我国的金融体系产生了比较重要且长远的影响。外资银行进驻中国市场,虽然对我国市场经济体制的不断完善起到了推动作用,但也使国内金融市场的竞争更加激烈。在金融市场复杂的竞争环境下,银行实现可持续发展是非常重要的,因此,积极创新金融产品和坚持转变营销模式来增强市场竞争力,是银行的必经之路。本文从分析金融产品创新与银行营销模式变革的背景入手,主要论述其重要性,并分析问题,给出解决策略,进而提升我国商业银行在金融市场上的竞争力。 With the continuous deepening of the globalization process, it has had an important and long-term impact on China’s financial system. The entry of foreign banks into the Chinese market has played a catalytic role in the continuous improvement of China’s market economy system, but has also made competition in the domestic financial markets even more intense. In the complex competitive environment of financial markets, it is very important for banks to achieve sustainable development. Therefore, it is the only way for banks to actively innovate financial products and insist on changing marketing mode to enhance their market competitiveness. This article starts from the background of analyzing the innovation of financial products and the reform of bank marketing mode, mainly discusses its importance, analyzes the problems and gives the solution strategies to enhance the competitiveness of commercial banks in the financial market.