本文選題：利率市場化 + 中國民生銀行上海分行　； 參考：《中南大學(xué)》2013年碩士論文

【摘要】：伴隨中國經(jīng)濟與金融的全球化,中國利率市場化的改革加快了進程,中國民生銀行上海分行既面臨發(fā)展的良好機遇,又面臨前所未有的挑戰(zhàn)。營銷策略的優(yōu)化是中國民生銀行上海分行應(yīng)對利率市場化的有效舉措。 本文通過介紹中國民生銀行上海分行的營銷現(xiàn)狀和行業(yè)發(fā)展趨勢,總結(jié)了利率市場化下民生銀行上海分行面臨的問題與挑戰(zhàn),進而對民生銀行上海分行所處的營銷環(huán)境進行SWOT分析,提煉出近期營銷的發(fā)展策略,并從品牌中利用上海區(qū)域的優(yōu)勢推行本行品牌化,渠道策略中建立滿足本地區(qū)多元化需求為主的分銷路徑,服務(wù)策略中設(shè)立營業(yè)服務(wù)管理委員會,產(chǎn)品策略中以客戶為中心的營銷方案,創(chuàng)新策略中凸顯差異化營銷優(yōu)勢,從五個視角構(gòu)建營銷優(yōu)化方案,在此基礎(chǔ)上,提出了中國民生銀行上海分行營銷策略的防范措施并建立了營銷系統(tǒng)平臺。
[Abstract]:With the globalization of China's economy and finance, the reform of China's interest rate marketization has accelerated the process. The Shanghai branch of Minsheng Bank of China is faced with both good opportunities and unprecedented challenges. The optimization of marketing strategy is an effective measure for the Shanghai branch of Minsheng Bank of China to deal with the interest rate market.
By introducing the marketing status and industry development trend of the Shanghai branch of Minsheng Bank of China, this paper summarizes the problems and challenges facing the Shanghai branch of Minsheng Bank under the interest rate marketization, and then analyzes the marketing environment of Shanghai branch of Minsheng Bank in Shanghai, refines the development strategy of recent marketing, and uses Shanghai district from the brand. The advantage of the domain is to carry out the brand of the bank. In the channel strategy, we set up the distribution path to meet the diversified needs of the local region. In the service strategy, the business service management committee is set up, the customer centered marketing plan in the product strategy, the difference marketing advantage in the innovation strategy, and the marketing optimization plan from five perspectives. On the basis of this, it puts forward the preventive measures for marketing strategy of China Minsheng Bank Shanghai branch and establishes a marketing system platform.

【學(xué)位授予單位】：中南大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2013
【分類號】：F832.2

【參考文獻】

相關(guān)期刊論文 前1條

1 李欣;;商業(yè)銀行信息技術(shù)創(chuàng)新與營銷創(chuàng)新協(xié)同機理分析[J];生態(tài)經(jīng)濟;2008年05期

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本文編號：1893183