摘要：近年來銀行間的競爭逐步加劇，特別是加入世貿(mào)組織后外資銀行大舉登陸，國內(nèi)商業(yè)銀行業(yè)的競爭更加激烈。在新的競爭格局和市場環(huán)境下，國內(nèi)商業(yè)銀行的市場開發(fā)活動日漸活躍，紛紛結(jié)合自身優(yōu)勢，革新和提升市場開發(fā)理念。總的來看，近些年來商業(yè)銀行的市場意識有所增強，市場開發(fā)力度加大。但是，商業(yè)銀行市場開發(fā)仍然存在諸多問題，如盲目追求市場競爭、缺乏科學(xué)的市場定位；沒有充分發(fā)揮價格這一競爭手段的有效作用；創(chuàng)新能力不足；分銷渠道不合理、單點效能低；網(wǎng)上銀行的功能尚未充分挖掘等。本文首先對商業(yè)銀行的市場開發(fā)現(xiàn)狀進行了綜述，闡述了現(xiàn)階段商業(yè)銀行市場開發(fā)的特點，并詳細列舉了當下商業(yè)銀行市場開發(fā)所存在的問題。最后，結(jié)合實際以及從可行性考慮，提出了市場定位策略、定價策略、服務(wù)創(chuàng)新策略、分銷策略、網(wǎng)絡(luò)營銷策略，闡明了市場營銷理論在商業(yè)銀行市場開發(fā)中的具體應(yīng)用。

關(guān)鍵詞：商業(yè)銀行； 市場開發(fā)； 營銷策略

Abstract: Recent years the competition among commercial banks are getting more intense.Especially after China joined the WTO,a lot of foreign banks have come into China which results in more intense competition among domestic commercial banks.Under the new competition situation and market environment,many domestic banks have been acting more actively in their market development activities .Besides with their own advantages,they have innovated their marketing idea.Generally speaking,in recent years domestic commercial banks have increased market awareness and intensified market developent .

But there are still some problems in the market development,such as blind persuit of market comptition,lack of scientific comptition in the market ,not fully play the role of price,lack of creativity,unreasonable distribution channels and so on.This article first introduces the current situation in the market development of commercial banks,decribing the features and stating the problems of market development of commercial banks.Finally,in combination with fact, it put forwards market positioning strategy,pricing strategy, innovation strategy, distribution stragey and internet marketing strategy.

Key words: commercial banks ;  market development ;  marketing strategy