Vol.5 No.2 (May 2015)
The Marketing and Business Performance of Chinese Commercial Banks—Evidence from Listed Banks
邓 静 ：中国邮政储蓄银行个人金融部，北京
With the quick process of China’s financial market-oriented reform, the competition among finan-cial institutions becomes more and more furious, so implementing scientific and effective financial marketing is the key point to the long-run development of financial institutions, such as commercial banks. This article firstly analyses the current situation and development of financial marketing in China and opportunity and challenge which the change of marketing environment brings to the commercial banks, based on the overview of the concept and trait of financial marketing. Then, we focus on the relationship between marketing management and banks’ performance through an empirical analysis. And the last part of the article gives some conclusion and suggestion on the marketing management.
王汀汀 , 邓 静 , 王一贤 (2015) 商业银行营销与经营绩效—以上市商业银行为例。 现代市场营销， 5， 17-24. doi: 10.12677/MOM.2015.52002
 Doyle, P. and Wong, V. (1998) Marketing and competitive performance: An empirical study. European Journal of Marketing, 32, 514-535.
 韩顺平, 王永贵 (2006) 市场营销能力及其绩效影响研究. 管理世界, 6, 153-154.
 Ngo, L.V. and O’Cass, A. (2012) Performance implications of market orientation, marketing resources, and marketing capabilities. Journal of Marketing Management, 28, 173-187.
 Santos-Vijande, L., Sanzo-Pérez, M., Trespalacios Gutiérrez, J., et al. (2012) Marketing capabilities development in small and medium enterprises: Implications for performance. Journal of Centrum Cathedra, 5, 24-42.
 Ramaseshan, B., Ishak, A. and Kingshott, R.P.J. (2013) Interactive effects of marketing strategy formulation and implementation upon firm performance. Journal of Marketing Management, 29, 1224-1250.
 娄迎春 (2008) 基于4P营销变量的商业银行经营绩效研究. 国际金融研究, 6, 27-33.
 Zardkoohi, A. and Kolari, J. (1994) Branch office economies of scale and scope: Evidence from savings banks in Finland. Journal of Banking & Finance, 18, 421-432.
 Seale, G. (2004) Branching continues to thrive as the US banking system consolidates. Federal Deposit Insurance Corporation FYI.
 彭琦 (2006) 中国商业银行绩效决定因素的实证研究. 西南财经大学, 成都.
 吴抒音 (2008) 影响我国商业银行绩效的因素分析.厦门大学, 厦门.