一、金融产品建设与市场营销契合必要性(一)金融产品建设现状当前金融产品建设情势严峻,主要存在以下“四重四轻”现象:重负债业务产品开发,轻资产业务产品开发;重本币产品开发,轻外币产品开发;重单个客户群体,轻集团客户开发;重产品开发,轻产品维护与功能调整。除了上述“四重四轻”现象,金融产品建设中还存在以下几方面问题:在某行产品竞争的主战场中,缺乏压倒其他行业的优势产品,银行品牌也因没有明确的目标 I. Necessity of financial product construction and marketing (I) Status quo of financial product construction At present, the situation of financial product construction is grim with the following phenomena of “four times, four times of light”: product development of heavy liability business and product development of light asset business; Heavy currency product development, development of light foreign currency products; development of heavy single customer groups and light group clients; development of heavy products, maintenance of light products and functional adjustment. In addition to the above phenomenon of “four and four light”, there are still some problems in the construction of financial products. In the main battlefield of a certain product’s competition, there is no lack of superior products that are overwhelming other industries, and the bank brand also has no definite target