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RISS 인기검색어
- 검색키워드
- 저자 : 이상능 (검색결과 2 건)
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Our banking facilities have great difficulties in building up high-specialization and internationalization through the effective banking industry by the market function and market expansion owing the high-pressure for market opening from developed countries as well as banking environmental change. Meanwhile, the complexity diversification, and the expansion of our domestic banking increased the need for a new banking strategy, and the banking structure was complicated and diversified by the advent of various banking articles, and the direct transfer of fund supply and managing method to the banking market itself. The change of banking structure forced the banks to escape from the conventional indolent management system to rational management based on the enterprise managing principle. So the induction of marketing concept and its practice is needed to realize for profit increase. Such a rapid change of our banking environment developed a consumer-oriented banking system, inducing diversification of banking articles, according to the sharp competition among banks. And the importance of coordinate marketing in terms of modern marketing strategy is being emphasized for coping with the high-pressure for the banking market opening from developed countries, securing superiority among the domestic banks, and profit increase. This study approaches the above-mentioned problem and presents the necessity and importance of bank management based on the modern marketing concept, and grasps the situation and problem of marketing strategies of domestic commercial banks through the analysis of bank marketing strategies which are coping with the rapid change of banking environment, and shows how the marketing strategies of domestic commercial banks have influence on the banks in a new environment and banking environmental change. This study emphasizes the strategy amplification of bank marketing per each course in order to draw an effective coping method of bank marketing strategy according to the rapid change of banking environment. Finally, our recent banking environment suffers a great change in the consumer market side and information technological side, and the change shows more competitive aspect by gradual opening of domestic banking market and the drive of interest liberalization. Banking facilities should understand the information about consumers more correctly in order to cope with this change and build up marketing strategies that they may do their business activities.
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