本文關(guān)鍵詞： 營(yíng)銷管理 品牌形象 產(chǎn)品體系 組織架構(gòu)　出處：《華中科技大學(xué)》2013年碩士論文　論文類型：學(xué)位論文

【摘要】：本文針對(duì)長(zhǎng)江商業(yè)銀行營(yíng)銷現(xiàn)狀及面臨的國(guó)內(nèi)外金融市場(chǎng)環(huán)境，結(jié)合長(zhǎng)江商業(yè)銀行自身的市場(chǎng)形象及發(fā)展戰(zhàn)略定位、產(chǎn)品體系及流程再造、組織架構(gòu)等現(xiàn)狀，提出長(zhǎng)江商業(yè)銀行后續(xù)業(yè)務(wù)發(fā)展的建議。其目的在于為長(zhǎng)江商業(yè)銀行下一步提升營(yíng)銷管理的競(jìng)爭(zhēng)能力提供參考意見。 隨著我國(guó)市場(chǎng)將向世界全方位開放，我國(guó)金融業(yè)將面臨激烈的競(jìng)爭(zhēng)。長(zhǎng)江商業(yè)銀行必須轉(zhuǎn)變經(jīng)營(yíng)理念，站在客戶的立場(chǎng)和角度，進(jìn)行產(chǎn)品、服務(wù)創(chuàng)新，滿足客戶的消費(fèi)需求，提高客戶對(duì)銀行的滿意度和忠誠(chéng)度，從而提高核心競(jìng)爭(zhēng)力。本文重點(diǎn)就長(zhǎng)江商業(yè)銀行目前存在幾點(diǎn)突出的營(yíng)銷管理問(wèn)題進(jìn)行了探討并提出改進(jìn)建議，包括：一是在戰(zhàn)略層面，從外在市場(chǎng)形象和內(nèi)在經(jīng)營(yíng)戰(zhàn)略兩個(gè)方面，確立長(zhǎng)江商業(yè)銀行品牌形象及市場(chǎng)定位問(wèn)題；并具體探討了長(zhǎng)江商業(yè)銀行應(yīng)如何從服務(wù)質(zhì)量等方面樹立良好的商業(yè)銀行品牌形象，，為市場(chǎng)競(jìng)爭(zhēng)和營(yíng)銷管理打下良好的基礎(chǔ)；針對(duì)目標(biāo)市場(chǎng)同質(zhì)化的現(xiàn)狀，建議長(zhǎng)江商業(yè)銀行應(yīng)根據(jù)自身特點(diǎn)確定公司、零售、金融市場(chǎng)等三大業(yè)務(wù)板塊的發(fā)展重點(diǎn)及目標(biāo)市場(chǎng)。二是方法論層面，解決長(zhǎng)江商業(yè)銀行產(chǎn)品體系及流程設(shè)置等方面的不足，即解決營(yíng)銷手段的問(wèn)題。建議長(zhǎng)江商業(yè)銀行從“重風(fēng)險(xiǎn)輕客戶”的傳統(tǒng)經(jīng)營(yíng)理念中轉(zhuǎn)變過(guò)來(lái)，樹立以客戶為中心的服務(wù)理念；進(jìn)行金融產(chǎn)品體系梳理，并創(chuàng)新更多差別化的產(chǎn)品以滿足于不同消費(fèi)層次的客戶的需求；再造業(yè)務(wù)流程，提高金融服務(wù)效率，使銀行在成本、質(zhì)量、服務(wù)和效率等方面取得巨大的改善。三是在執(zhí)行層面，長(zhǎng)江商業(yè)銀行需要重新設(shè)計(jì)內(nèi)部的組織架構(gòu)、人力資源及考核體系，以保證營(yíng)銷管理能力提升能夠執(zhí)行到位。
[Abstract]:This paper aims at the present marketing situation of Yangtze River Commercial Bank and the domestic and international financial market environment, combining with the market image and development strategy positioning, product system and process reengineering, organizational structure of Yangtze River Commercial Bank, etc. This paper puts forward some suggestions for the development of the following business of the Yangtze River Commercial Bank. The purpose of this paper is to provide reference for the Changjiang Commercial Bank to enhance the competitive ability of marketing management in the next step. As the market of our country will open to the whole world, the financial industry of our country will face fierce competition. The Yangtze River Commercial Bank must change the management idea, stand on the customer's standpoint and angle, carry on the product, service innovation, satisfy the consumer demand of the customer. In order to improve the core competitiveness of the bank, this paper focuses on several outstanding marketing management problems in the Yangtze River Commercial Bank and puts forward some suggestions for improvement, including: first, at the strategic level, From two aspects of external market image and internal management strategy, this paper establishes the brand image and market orientation of the Yangtze River Commercial Bank, and discusses in detail how the Yangtze River Commercial Bank should establish a good brand image of the commercial bank from the aspects of service quality, etc. To lay a good foundation for market competition and marketing management, in view of the homogeneity of the target market, it is suggested that the Yangtze River Commercial Bank should determine the company and retail according to its own characteristics. The development focus and target market of the three major business sectors such as the financial market. Second, the methodological level to solve the shortcomings in the product system and process setup of the Yangtze River Commercial Bank. That is, to solve the problem of marketing means. It is suggested that the Yangtze River Commercial Bank should change from its traditional business philosophy of "valuing risks to less customers", establish a customer-centered service concept, and comb the financial product system. And innovation more differentiated products to meet the needs of customers at different levels of consumption; reengineering business processes to improve the efficiency of financial services, so that banks in cost, quality, Third, at the executive level, the Yangtze Commercial Bank needs to redesign its internal organizational structure, human resources and evaluation system to ensure that the marketing management capability can be improved in place.
【學(xué)位授予單位】：華中科技大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2013
【分類號(hào)】：F832.33;F274

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