本文選題：上海銀行　切入點(diǎn)：商業(yè)銀行營銷　出處：《復(fù)旦大學(xué)》2013年碩士論文　論文類型：學(xué)位論文

【摘要】：近年來我國商業(yè)銀行的經(jīng)營環(huán)境發(fā)生了巨大的變化,經(jīng)濟(jì)結(jié)構(gòu)調(diào)整、利率市場化、金融脫媒化的不斷推進(jìn)都給銀行的傳統(tǒng)經(jīng)營方式帶來了巨大的挑戰(zhàn),而我國經(jīng)濟(jì)的持續(xù)增長、人民幣國際化、銀行信息化水平的不斷提高又預(yù)示著未來蘊(yùn)含著豐富的機(jī)遇。如何運(yùn)用優(yōu)勢機(jī)會抓住機(jī)遇創(chuàng)造價值,改變劣勢威脅規(guī)避風(fēng)險,在日益激烈的競爭環(huán)境中制勝是我國股份制商業(yè)銀行迫切需要面對和解決的一個問題。 本文運(yùn)用商業(yè)銀行營銷的理論和方法,全面研究了上海銀行營銷戰(zhàn)略的制定和實(shí)施。通過對上海銀行所處營銷環(huán)境的詳細(xì)分析,尋找到上海銀行的目標(biāo)市場定位,在此基礎(chǔ)上,從產(chǎn)品、價格、渠道、促銷、人員和過程六個維度全面制定了上海銀行的營銷戰(zhàn)略,最后從風(fēng)險控制的角度探討了營銷戰(zhàn)略實(shí)施的保障措施。一方面,本研究將對上海銀行今后的發(fā)展起到一定的啟示作用,另一方面,也將為其它類似商業(yè)銀行制定營銷戰(zhàn)略提供一定的借鑒。
[Abstract]:In recent years, great changes have taken place in the operating environment of commercial banks in our country. The adjustment of economic structure, the marketization of interest rates and the continuous promotion of financial disintermediation have brought great challenges to the traditional management methods of banks, while the sustained economic growth of our country. The internationalization of RMB and the continuous improvement of bank informatization level also indicate that there are plenty of opportunities in the future. How to use the advantage opportunity to seize the opportunity to create value, change the inferiority and threaten to avoid the risk, Winning in the increasingly competitive environment is an urgent problem that our joint-stock commercial banks need to face and solve. Based on the theory and method of commercial bank marketing, this paper makes a comprehensive study on the formulation and implementation of Shanghai Bank's marketing strategy. Through the detailed analysis of the marketing environment of Shanghai Bank, it finds out the target market position of Shanghai Bank. On this basis, from the product, price, channel, promotion, personnel and process of six dimensions of the overall development of the Shanghai Bank's marketing strategy, and finally from the perspective of risk control to explore the implementation of the marketing strategy security measures. On the other hand, it will provide some reference for other similar commercial banks to formulate marketing strategy.
【學(xué)位授予單位】：復(fù)旦大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2013
【分類號】：F832.33

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本文編號：1625002