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1、淺析我國(guó)農(nóng)產(chǎn)品營(yíng)銷渠道管理策略摘要隨著經(jīng)濟(jì)全球化的不斷發(fā)展、金融市場(chǎng)的深度開放，我國(guó)的商業(yè)銀行受到巨大沖擊，生存環(huán)境和發(fā)展前景正面臨巨大的考驗(yàn)。而商業(yè)銀行仍處于轉(zhuǎn)型時(shí)期，缺乏對(duì)自身客戶需求特點(diǎn)和變化的準(zhǔn)確分析和系統(tǒng)把握，知識(shí)簡(jiǎn)單零散地運(yùn)用促銷、創(chuàng)新等營(yíng)銷手段，所以一直處于國(guó)內(nèi)外金融市場(chǎng)競(jìng)爭(zhēng)的被動(dòng)地位，無(wú)法進(jìn)行有效科學(xué)地目標(biāo)市場(chǎng)細(xì)分、目標(biāo)市場(chǎng)選擇和定位。所以，在我國(guó)金融業(yè)的高速發(fā)展和金融全球化的國(guó)際趨勢(shì)下，我國(guó)商業(yè)銀行的目標(biāo)市場(chǎng)戰(zhàn)略的分析研究就顯得必要而又迫切。因此本文主要研究我國(guó)商業(yè)銀行目標(biāo)市場(chǎng)戰(zhàn)略的含義、設(shè)立背景、意義，采
2、用理論聯(lián)系實(shí)際的研究方法，探究我國(guó)商業(yè)銀行目標(biāo)市場(chǎng)營(yíng)銷的發(fā)展現(xiàn)狀和發(fā)展優(yōu)勢(shì)，深入剖析我國(guó)商業(yè)銀行目標(biāo)市場(chǎng)戰(zhàn)略在近幾年的發(fā)展過程中逐漸凸顯的問題以及問題產(chǎn)生的原因，最后提出相關(guān)對(duì)策及建議。【關(guān)鍵詞】商業(yè)銀行；目標(biāo)市場(chǎng)；營(yíng)銷；戰(zhàn)略分析；AbstractWiththecontinuousdevelopmentofeconomicglobalization,thedepthoftheopeningoffinancialmarkets,China'scommercialbankssufferhugeimpact,thelivingen
3、vironmentanddevelopmentprospectsarefacingenormouschallenges.Thecommercialbanksarestillinatransitionperiod,thelackofitsowncharacteristicsandchangesincustomerdemandforaccurateanalysisandsystemassurance,knowledgesimplyscatteredpromotionaluse,innovationandothermarketin
4、gtools,ithasbeeninthedomesticandinternationalfinancialmarketcompetitionpassiveposition,cannotbeeffectivescientifictargetmarketsegmentation,targetmarketselectionandpositioning.Therefore,undertheinternationaltrendofrapiddevelopmentofChina'sfinancialindustryandfinanci
5、alglobalization,analysisofChina'scommercialbankstargetmarketstrategy,itisnecessaryandurgent.Therefore,thispapermainlystudiesthemeaningofChina'scommercialbankstargetmarketstrategy,theestablishmentofthebackground,significance,usingthetheoryandpracticeofresearchmethod
6、stoexploretheadvantagesofthedevelopmentsituationanddevelopmentofChina'scommercialbankstargetedmarketing,in-depthanalysisofChinascommercialbankstargetmarketstrategyinthepastthedevelopmentprocessinthepastfewyearsincreasinglyprominentproblemsandcausesoftheproblem,andf
7、inallyputforwardcountermeasuresandsuggestions.[keywords】Commercialbank;Targetmarket;Marketing;Strategicanalysis;目錄1緒論41.1研究背景及意義41.1.1商業(yè)銀行目標(biāo)市場(chǎng)營(yíng)銷的概念及特征41.1.2我國(guó)商業(yè)銀行口標(biāo)市場(chǎng)營(yíng)銷構(gòu)成要素51.1.2我國(guó)商業(yè)銀行目標(biāo)市場(chǎng)營(yíng)銷現(xiàn)狀61.2國(guó)內(nèi)外觀點(diǎn)71.3研究目的與框架82中國(guó)商業(yè)銀行目標(biāo)市場(chǎng)營(yíng)銷存在的問題82.1市場(chǎng)營(yíng)銷理念不成熟，視營(yíng)銷為推銷82.2市場(chǎng)戰(zhàn)略處于初級(jí)階段
8、，層次低92.3對(duì)口標(biāo)市場(chǎng)細(xì)分不重視92.4目標(biāo)市場(chǎng)定位不準(zhǔn)103淺析屮國(guó)商業(yè)銀行口標(biāo)市場(chǎng)的確立103.1市場(chǎng)定位113.3.1市場(chǎng)定位的含義113.3.2目標(biāo)市場(chǎng)定位戰(zhàn)略分析113.2目標(biāo)市場(chǎng)123.2.1目標(biāo)市場(chǎng)的含義及選擇依據(jù)123.2.2目標(biāo)市場(chǎng)戰(zhàn)略的選擇133.3市場(chǎng)細(xì)分143.
