發(fā)布時(shí)間：2018-04-12 08:10

  本文選題：中國(guó)銀行 + 國(guó)際結(jié)算�。� 參考：《中國(guó)海洋大學(xué)》2013年碩士論文

【摘要】：隨著我國(guó)經(jīng)濟(jì)近幾年持續(xù)高速增長(zhǎng)，我國(guó)進(jìn)出口貿(mào)易呈現(xiàn)出蓬勃發(fā)展之勢(shì)，進(jìn)出口總額屢創(chuàng)新高。這給我國(guó)商業(yè)銀行國(guó)際結(jié)算業(yè)務(wù)提供了巨大的市場(chǎng)。龐大的市場(chǎng)不僅有力的促進(jìn)了我國(guó)中小銀行國(guó)際結(jié)算業(yè)務(wù)的迅速崛起，還進(jìn)一步加速了國(guó)際上大的商業(yè)銀行對(duì)中國(guó)市場(chǎng)的搶占，加劇了我國(guó)商業(yè)銀行國(guó)際結(jié)算領(lǐng)域的競(jìng)爭(zhēng)。中國(guó)銀行X分行作為我國(guó)國(guó)際結(jié)算業(yè)務(wù)歷史最悠久、專業(yè)性最強(qiáng)的商業(yè)銀行之一，要在激烈的競(jìng)爭(zhēng)中取得優(yōu)勢(shì)，必須對(duì)自身的經(jīng)營(yíng)現(xiàn)狀和經(jīng)營(yíng)環(huán)境分析，并提出一套行之有效的營(yíng)銷(xiāo)策略。 本文通過(guò)對(duì)中國(guó)銀行X分行國(guó)際結(jié)算業(yè)務(wù)內(nèi)外部經(jīng)營(yíng)環(huán)境分析，運(yùn)用SWOT分析方法明確公司在經(jīng)營(yíng)過(guò)程中存在的優(yōu)劣勢(shì)，以及面對(duì)市場(chǎng)環(huán)境中的機(jī)會(huì)和威脅，發(fā)現(xiàn)在經(jīng)營(yíng)過(guò)程中，中國(guó)銀行X分行國(guó)際結(jié)算業(yè)務(wù)主要存在以下問(wèn)題：渠道建設(shè)不足，網(wǎng)點(diǎn)效能低下；客戶群建設(shè)薄弱，市場(chǎng)細(xì)分不足；一線營(yíng)銷(xiāo)人員和產(chǎn)品經(jīng)理隊(duì)伍有待充實(shí)。最后，本文針對(duì)這些問(wèn)題，從產(chǎn)品與服務(wù)、價(jià)格、渠道、促銷(xiāo)四個(gè)因素分別作了營(yíng)銷(xiāo)策略方案和改進(jìn)措施：加強(qiáng)產(chǎn)品服務(wù)創(chuàng)新，鞏固特色產(chǎn)品優(yōu)勢(shì)，，優(yōu)化客戶營(yíng)銷(xiāo)服務(wù)體系管理；在總行授權(quán)范圍內(nèi)靈活運(yùn)用定價(jià)機(jī)制，針對(duì)不同的產(chǎn)品和客戶實(shí)施不同的定價(jià)方式，確保收益水平的同時(shí)保持一定的價(jià)格競(jìng)爭(zhēng)力；加快國(guó)際結(jié)算業(yè)務(wù)網(wǎng)點(diǎn)轉(zhuǎn)型，加強(qiáng)內(nèi)外部聯(lián)動(dòng)營(yíng)銷(xiāo)，推進(jìn)條線IT藍(lán)圖上線工作，加快發(fā)展電子渠道，打造一站式金融服務(wù)；實(shí)施差異化產(chǎn)品促銷(xiāo)、重視廣告宣傳，塑造品牌形象等幾個(gè)方面，以解決中國(guó)銀行X分行國(guó)際結(jié)算業(yè)務(wù)目前營(yíng)銷(xiāo)策略中存在的問(wèn)題，形成一套完整有效的市場(chǎng)營(yíng)銷(xiāo)策略。 本文是針對(duì)中國(guó)銀行X分行國(guó)際結(jié)算業(yè)務(wù)在營(yíng)銷(xiāo)過(guò)程中營(yíng)銷(xiāo)現(xiàn)狀的分析研究，整合并制定出一套有效可行的符合實(shí)際操作的營(yíng)銷(xiāo)策略，本文的目的是能使企業(yè)充分發(fā)揮優(yōu)勢(shì)，提升自身的競(jìng)爭(zhēng)力，能夠確保公司業(yè)績(jī)?cè)谕瑯I(yè)競(jìng)爭(zhēng)中的平穩(wěn)快速發(fā)展。同時(shí)，由于我國(guó)商業(yè)銀行存在很多共性，營(yíng)銷(xiāo)現(xiàn)狀存在很多相同之處，本文也可以對(duì)其他同行業(yè)內(nèi)商業(yè)銀行的營(yíng)銷(xiāo)策略起到一定的借鑒意義。
[Abstract]:With the sustained and rapid economic growth in recent years, China's import and export trade shows a trend of vigorous development, and the total volume of import and export has repeatedly reached a new high.This provides a huge market for the international settlement business of commercial banks in China.The huge market not only promotes the rapid rise of the international settlement business of the small and medium-sized banks in our country, but also accelerates the occupation of the Chinese market by the big commercial banks in the world, and intensifies the competition in the field of international settlement of the commercial banks of our country.As one of the most professional commercial banks with the longest history of international settlement business in China, Bank of China X Branch, in order to gain an advantage in the fierce competition, must analyze its own business situation and operating environment.And put forward a set of effective marketing strategy.Through the analysis of the internal and external business environment of X Branch of Bank of China, this paper uses the SWOT analysis method to determine the advantages and disadvantages of the company in the course of operation, as well as the opportunities and threats in the market environment, and finds out that in the process of operation,The main problems in the international settlement business of Bank of China X Branch are as follows: insufficient channel construction, low efficiency of network, weak customer group construction and insufficient market segmentation; front-line marketing personnel and product managers need to be enriched.Finally, this paper aims at these problems, from the product and service, the price, the channel, the promotion four factors separately has made the marketing strategy plan and the improvement measure: strengthens the product service innovation, consolidates the characteristic product superiority,Optimize the management of customer marketing service system, use pricing mechanism flexibly within the scope of authorization of the head office, implement different pricing methods for different products and customers, ensure revenue level while maintaining certain price competitiveness;Speed up the transformation of international settlement business outlets, strengthen internal and external linkage marketing, promote the on-line work of IT blueprints, speed up the development of electronic channels, create one-stop financial services, implement differentiated product promotions, and attach importance to advertising,In order to solve the problems existing in the current marketing strategy of Bank of China X Branch's international settlement business, a complete and effective marketing strategy can be formed.This paper is aimed at the analysis and study of the current marketing situation of the international settlement business of Bank of China X Branch in the process of marketing, and integrates and formulates a set of effective and feasible marketing strategies in accordance with the actual operation. The purpose of this paper is to enable the enterprises to give full play to their advantages.Improve their own competitiveness, can ensure the company's performance in the industry competition stable and rapid development.At the same time, due to the existence of many commonalities and many similarities in the current marketing situation of commercial banks in our country, this paper can also play a certain reference to the marketing strategies of other commercial banks in the same industry.
【學(xué)位授予單位】：中國(guó)海洋大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2013
【分類(lèi)號(hào)】：F274;F832.2

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本文編號(hào)：1738903