摘要:当前，在新的竞争格局和市场环境下，国内商业银行的市场营销活动日渐活跃。各商业银行纷纷结合自身优势，革新和提升营销理念，推进CIS建设，重塑公众形象，营销层次迅速提升，国内银行业开始迈入营销时代。
文主要是以我国商业银行为研究对象，论文主要内容包括：分析我国商业银行营销发展的沿革与转变、我国商业银行营销现状、存在的问题，及采取的对策等。
关键词：商业银行 营销 对策
Abstract:At present, the new competitive landscape and market environment, the domestic commercial banks increasingly active in marketing activities. Combination of commercial banks have their own advantages, innovation and marketing ideas to enhance and promote CIS construction, rebuild public image, marketing rapidly advanced level, the domestic banking industry began to step one marketing era.
Paper mainly commercial banks in China as the research object, the paper mainly include: analysis of the commercial banks in the historical development, and Transformation of Marketing, Marketing of Commercial Bank of China, the problems, the gap with some international banks, such measures should be taken.
Key Words：Commercial bank Marketing Strategy
我国商业银行开展市场营销的历史不长，虽然在实践中取得了一些显着的效果，但总体上营销工作不够深入，还存在许多问题。比如：商业银行市场营销的意识不强、商业银行市场营销外部环境尚未形成、营销战略与策略运用不当、营销管理手段与方式落后等。
随着竞争的加剧，商业银行必须改变无市场营销观念，不重视市场的现实，改变把市场管理应用在浅层表面的作法，积极改善外部营销环境，重视市场营销，正确运用营销策略和方法开展市场营销。
