發(fā)布時間：2018-03-18 20:42

  本文選題：商業(yè)銀行　切入點：興業(yè)銀行　出處：《大連理工大學(xué)》2013年碩士論文　論文類型：學(xué)位論文

【摘要】：隨著國家建設(shè)資源節(jié)約型和環(huán)境友好型雙型社會的力度不斷增大,綠色金融產(chǎn)品在我國逐漸興起。加大發(fā)展綠色金融業(yè)務(wù),以金融力量支持國家節(jié)能減排、環(huán)境保護,既是履行企業(yè)社會責(zé)任的必然要求,也有利于推動自身轉(zhuǎn)型、變革、持續(xù)提升自身商業(yè)價值。興業(yè)銀行作為我國第一家赤道銀行,在綠色金融產(chǎn)品領(lǐng)域已經(jīng)有了8年歷史。 本文正是以興業(yè)銀行為研究對象,以其綠色金融產(chǎn)品的市場營銷為研究內(nèi)容,旨在通過分析其綠色金融產(chǎn)品在市場營銷中的問題,從控制和營銷風(fēng)險的角度為興業(yè)銀行綠色金融產(chǎn)品市場營銷工作提出幾點改進建議。 全文共包括四章內(nèi)容,分別為緒論、相關(guān)理論綜述、興業(yè)銀行綠色金融產(chǎn)品營銷現(xiàn)狀、綠色金融產(chǎn)品營銷策略研究。 本研究為解決營銷問題提出了四條建議,分別是拓寬營銷渠道(包括大力發(fā)展電子銀行、注重交叉營銷渠道建設(shè))、靈活運用價格策略、積極展開人員策略、注重有形展示(包括直接營銷渠道有形展示和網(wǎng)絡(luò)營銷渠道有形展示)和完善服務(wù)過程策略等對策性建議。為防范營銷風(fēng)險,本研究亦提出了四條建議,包括嚴(yán)控客戶準(zhǔn)入制度；繼續(xù)強化專業(yè)能力建設(shè),支持、服務(wù)、推動業(yè)務(wù)發(fā)展；加強營銷組織與資源保障；分類推進、鞏固并提升各領(lǐng)域的業(yè)務(wù)優(yōu)勢等。
[Abstract]:With the development of a resource-conserving and environment-friendly society, green financial products are emerging in China. We should increase the development of green financial services, support the country's energy conservation and emission reduction, and protect the environment by means of financial forces. As the first equatorial bank in China, Xingye Bank, as the first equatorial bank in China, has a history of 8 years in the field of green financial products. This paper takes the Industrial Bank as the research object and the marketing of its green financial products as the research content, aiming at analyzing the problems in the marketing of its green financial products. From the angle of controlling and marketing risk, some suggestions are put forward for the marketing of green financial products of SocGen Bank. The full text includes four chapters: introduction, related theory review, current situation of green financial product marketing in Industrial Bank and research on marketing strategy of green financial product. This study has put forward four suggestions to solve the marketing problems, which are to widen the marketing channels (including vigorously developing electronic banks, paying attention to the construction of cross-marketing channels, using price strategies flexibly, and actively developing personnel strategies. Pay attention to tangible display (including direct marketing channel tangible display and network marketing channel tangible display) and perfect service process strategy and other strategic suggestions. In order to prevent marketing risks, this study also put forward four suggestions, Including strict control of customer access system; continue to strengthen professional capacity building, support, service, promote business development; strengthen marketing organization and resource protection; classification to promote, consolidate and enhance the various areas of business advantages.
【學(xué)位授予單位】：大連理工大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2013
【分類號】：F274;F832.33

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