营销结构、营销观念、营销方式的创新发展是提高商业银行市场竞争力的最根本、最有效的途径。商业银行面临的市场经济环境决定了商业银行必须创新和发展才能实现可持续发展。通过描述市场营销的必要性,探讨了新形势下商业银行营销发展的主要方式和营销体系。 The most fundamental and effective way to improve the market competitiveness of commercial banks is to innovate and develop marketing structures, marketing concepts and marketing methods. The market economy environment that commercial banks are facing determines that commercial banks must innovate and develop in order to achieve sustainable development. By describing the necessity of marketing, the author discusses the main ways and marketing system of commercial bank marketing in the new situation.