本文選題：商業(yè)銀行 + 興業(yè)銀行　； 參考：《哈爾濱理工大學(xué)》2013年碩士論文

【摘要】：近年來(lái)，我國(guó)金融市場(chǎng)快速發(fā)展，各種中小股份制商業(yè)銀行不斷涌現(xiàn)，各地區(qū)城商行、農(nóng)商行的相繼改制以及外資銀行在我國(guó)重點(diǎn)城市的排兵布陣，使國(guó)內(nèi)金融同業(yè)之間的競(jìng)爭(zhēng)日益激烈。在我國(guó)主體多元化、金融開(kāi)放化的經(jīng)濟(jì)環(huán)境中，各家商業(yè)銀行逐漸開(kāi)始重視同業(yè)業(yè)務(wù)的發(fā)展，，通過(guò)不斷創(chuàng)新金融產(chǎn)品、擴(kuò)大服務(wù)范圍以期在激烈的同業(yè)市場(chǎng)競(jìng)爭(zhēng)中占有一席之地。興業(yè)銀行作為中等規(guī)模的全國(guó)性股份制商業(yè)銀行，通過(guò)整合自身資源，為廣大合作銀行提供全面金融服務(wù)解決方案—“銀銀平臺(tái)”�！般y銀平臺(tái)”與合作伙伴分享興業(yè)銀行發(fā)展歷程中積累的經(jīng)驗(yàn)、教訓(xùn)、理念、技術(shù)、文化、產(chǎn)品等，帶動(dòng)合作伙伴共同邁向經(jīng)營(yíng)管理現(xiàn)代化之路，實(shí)現(xiàn)發(fā)展中共成長(zhǎng)。有了特色、優(yōu)勢(shì)的產(chǎn)品，如何采取行之有效的營(yíng)銷(xiāo)戰(zhàn)略成為在硝煙四起的金融市場(chǎng)競(jìng)爭(zhēng)中取得勝負(fù)的關(guān)鍵。 本文將分析商業(yè)銀行同業(yè)市場(chǎng)產(chǎn)品營(yíng)銷(xiāo)中存在的問(wèn)題，并且依據(jù)市場(chǎng)營(yíng)銷(xiāo)的相關(guān)理論，結(jié)合我國(guó)商業(yè)銀行業(yè)務(wù)經(jīng)營(yíng)特點(diǎn)、經(jīng)營(yíng)管理要求和金融市場(chǎng)現(xiàn)狀，通過(guò)定性和定量分析的方法得出商業(yè)銀行產(chǎn)品在同業(yè)市場(chǎng)的營(yíng)銷(xiāo)模式，并且提出了行之有效的實(shí)施步驟與推廣方式。本文使用了定性研究與定量研究相結(jié)合的方法，在分析商業(yè)銀行產(chǎn)品、商業(yè)銀行同業(yè)業(yè)務(wù)以及同業(yè)市場(chǎng)營(yíng)銷(xiāo)策略中采用了定量研究。同時(shí)在對(duì)品牌特點(diǎn)、市場(chǎng)宏觀環(huán)境和行業(yè)環(huán)境分析時(shí)采用定性研究。通過(guò)對(duì)興業(yè)銀行銀銀平臺(tái)營(yíng)銷(xiāo)的現(xiàn)狀分析，找出存在的問(wèn)題，提出將4P與四輪驅(qū)動(dòng)營(yíng)銷(xiāo)策略整合的思路，最終構(gòu)建四輪驅(qū)動(dòng)營(yíng)銷(xiāo)策略+4P營(yíng)銷(xiāo)模式，補(bǔ)充以往興業(yè)銀行營(yíng)銷(xiāo)策略的不足,解決市場(chǎng)營(yíng)銷(xiāo)中存在的問(wèn)題,為今后興業(yè)銀行銀銀平臺(tái)產(chǎn)品市場(chǎng)營(yíng)銷(xiāo)提升，提供解決方案。
[Abstract]:In recent years, the rapid development of China's financial market and the continuous emergence of various small and medium-sized joint-stock commercial banks, the successive restructuring of the regional commercial banks, the agricultural and commercial banks and the arrangement of foreign banks in the key cities of our country have made the competition between the domestic financial industry increasingly fierce. Commercial banks have gradually begun to attach importance to the development of their business. By constantly innovating financial products and expanding the scope of service, it is expected to occupy a place in the fierce competition of the same trade market. As a medium scale national joint-stock commercial bank, the bank provides comprehensive financial services for the general cooperative banks by integrating their own resources. "Silver and silver platform". "Silver and silver platform" and "silver and silver platform" share the experience, lessons, ideas, technology, culture, and products accumulated in the development course of Xingye Bank with the partners, and promote the cooperation partners to move towards the road of modernization of management and management, and realize the growth of the Communist Party of China. Become the key to winning the battle in the financial market competition for four fires.
This paper will analyze the existing problems in the marketing of commercial banks, and according to the related theories of marketing, combine the business management characteristics of our commercial banks, the requirements of management and the current situation of the financial market, and get the marketing mode of the commercial bank products in the same industry through the qualitative and quantitative analysis method, and put forward the marketing mode of the commercial bank products in the same trade market. This paper uses the method of combining qualitative and quantitative research. This paper uses quantitative research in the analysis of commercial bank products, commercial bank business and marketing strategy. Meanwhile, it adopts qualitative research on brand characteristics, market macro environment and industry environment analysis. Through the analysis of the current situation of the silver and silver platform marketing of Xingye Bank, find out the existing problems, put forward the idea of integrating 4P with the four wheel drive marketing strategy, and finally construct the four wheel drive marketing strategy +4P marketing mode, supplement the shortcomings of the marketing strategy of the former Xingye Bank, solve the existing problems in the marketing camp, and provide the silver and silver platform for the future Xingye Bank. The product marketing is promoted and the solution is provided.
【學(xué)位授予單位】：哈爾濱理工大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2013
【分類(lèi)號(hào)】：F274;F832.33

【引證文獻(xiàn)】

相關(guān)期刊論文 前1條

1 姜勇;;農(nóng)商行在農(nóng)村金融市場(chǎng)中營(yíng)銷(xiāo)策略研究[J];商;2016年10期

相關(guān)碩士學(xué)位論文 前1條

1 李夢(mèng)方;浦發(fā)銀行海口分行同業(yè)業(yè)務(wù)發(fā)展研究[D];鄭州大學(xué);2014年

本文編號(hào)：2035506