本文選題：商業(yè)銀行 + 公司客戶�。� 參考：《燕山大學(xué)》2013年碩士論文

【摘要】：經(jīng)過(guò)30多年的改革開(kāi)放，我國(guó)商業(yè)銀行的經(jīng)營(yíng)架構(gòu)及其組成元素發(fā)生了巨大變化，官方行政經(jīng)營(yíng)色彩漸漸褪化，產(chǎn)品設(shè)計(jì)、營(yíng)銷、服務(wù)和風(fēng)險(xiǎn)管理發(fā)生根本性進(jìn)步，市場(chǎng)觀念逐步樹(shù)立。國(guó)內(nèi)商業(yè)銀行市場(chǎng)營(yíng)銷機(jī)制建設(shè)落后，從20世紀(jì)90年代末才開(kāi)始初建，市場(chǎng)營(yíng)銷主流仍處于廣告促銷及服務(wù)友好的低層次階段，缺乏營(yíng)銷組合策略體系的推廣應(yīng)用。交通銀行秦皇島分行近幾年由于受多種外部經(jīng)營(yíng)環(huán)境的持續(xù)惡化影響，本身沒(méi)有形成有效的市場(chǎng)應(yīng)對(duì)機(jī)制，造成競(jìng)爭(zhēng)力下降，亟需營(yíng)銷策略支撐，增強(qiáng)市場(chǎng)營(yíng)銷實(shí)力。 在此背景下，文章從交通銀行秦皇島分行的外部宏觀環(huán)境分析入手，通過(guò)對(duì)政策環(huán)境、經(jīng)濟(jì)環(huán)境、文化環(huán)境、技術(shù)環(huán)境、行業(yè)競(jìng)爭(zhēng)、監(jiān)管環(huán)境的分析，以及內(nèi)部可調(diào)動(dòng)的產(chǎn)品、人員、技術(shù)、組織等資源的分析，運(yùn)用波特五力分析模型、SWOT分析法、定性與定量分析相結(jié)合的方法，提出該分行公司客戶營(yíng)銷的扭轉(zhuǎn)型市場(chǎng)定位，運(yùn)用市場(chǎng)營(yíng)銷組合理論（7Ps）對(duì)該分行的公司客戶營(yíng)銷策略進(jìn)行設(shè)計(jì)，提出效率創(chuàng)新的產(chǎn)品策略，關(guān)系優(yōu)先的價(jià)格策略，多元化的渠道策略，分層的促銷策略，專業(yè)化的人力資源策略，規(guī)范的環(huán)境設(shè)施策略，需求主導(dǎo)的服務(wù)策略等組合；營(yíng)銷策略實(shí)施需要分行高層的積極推動(dòng)、全員參與。該分行公司客戶忠誠(chéng)度、營(yíng)銷效率、營(yíng)銷信心經(jīng)過(guò)策略組合實(shí)施，將顯著優(yōu)化，，并經(jīng)過(guò)實(shí)踐驗(yàn)證策略實(shí)施可以有效提升營(yíng)銷組織水平。
[Abstract]:After more than 30 years of reform and opening up, great changes have taken place in the business structure and its components of the commercial banks in China. The color of the official administration has gradually faded, the product design, marketing, service and risk management have undergone fundamental progress and the market concept is gradually established. The construction of the domestic commercial banking marketing mechanism is backward, from the end of the 1990s. The mainstream of marketing is still in the low level of advertising promotion and service friendly, and it lacks the promotion and application of the marketing mix strategy system. In recent years, the Qinhuangdao branch of the Bank of communications has not formed an effective market response mechanism because of the continuous deterioration of various external operating environment in recent years, resulting in the decline of competitiveness. The marketing strategy needs to be supported and the marketing strength is strengthened.
In this context, the article starts with the analysis of the external macro environment of the Qinhuangdao branch of the Bank of communications. Through the analysis of the policy environment, the economic environment, the cultural environment, the technical environment, the industry competition, the supervision environment, and the analysis of the internal resources, such as the products, personnel, technology and organization, the Potter five force analysis model and SWOT analysis method are used. Combining the method of qualitative and quantitative analysis, this paper puts forward the torsional market positioning of the branch company's customer marketing, designs the marketing strategy of the company's customer with the marketing combination theory (7Ps), puts forward the product strategy of efficiency innovation, the price strategy with priority, the diversified channel strategy, the stratified promotion strategy, and the special promotion strategy. The human resource strategy, the standard environment facilities strategy, the demand led service strategy and so on; the marketing strategy implementation needs the active promotion of the branch high level, the full participation. The branch company's customer loyalty, marketing efficiency, marketing confidence will be effectively optimized through the strategy combination, and the practice verification strategy can be implemented. Improve the level of marketing organization.

【學(xué)位授予單位】：燕山大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2013
【分類號(hào)】：F274;F832.33

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