【摘要】：交通銀行成立于1908年1月(清光緒三十四年),是中國(guó)早期四大銀行之一。1986年7月24日國(guó)務(wù)院批準(zhǔn)重新組建交通銀行,將其作為中國(guó)金融改革的試點(diǎn)單位。目前交通銀行是中國(guó)第五大國(guó)有商業(yè)銀行,其XX分行作為交通銀行系統(tǒng)內(nèi)的重要分支機(jī)構(gòu)之一,已經(jīng)走過(guò)了23年的奮斗歷程,并取得了長(zhǎng)足的發(fā)展。但伴隨中國(guó)經(jīng)濟(jì)的變化、中國(guó)金融改革的加快,XX分行的生存環(huán)境與內(nèi)部條件已經(jīng)發(fā)生了很大的變化,以前形成的經(jīng)營(yíng)模式已經(jīng)不適應(yīng)新時(shí)期下商業(yè)銀行自身發(fā)展的要求,更無(wú)法滿(mǎn)足社會(huì)發(fā)展對(duì)商業(yè)銀行的要求,在這一歷史背景下,交通銀行XX分行作為國(guó)有第五大銀行的分支機(jī)構(gòu)如何突出重圍,尋求自己的發(fā)展,成為該機(jī)構(gòu)的重要問(wèn)題,這也是本文研究的意義所在。 為了做好對(duì)交行XX分行公司業(yè)務(wù)營(yíng)銷(xiāo)策略的研究主要開(kāi)展了以下工作：首先,對(duì)商業(yè)銀行市場(chǎng)營(yíng)銷(xiāo)理論進(jìn)行了深入研究,認(rèn)真分析了銀行營(yíng)銷(xiāo)的理論起源、發(fā)展歷程以及理論特點(diǎn)。在此基礎(chǔ)上,重點(diǎn)分析了7P、4C、4R、服務(wù)營(yíng)銷(xiāo)等有代表性的商業(yè)銀行營(yíng)銷(xiāo)理論,為下一步的案例分析打好了理論基礎(chǔ)。其次,對(duì)交行XX分行基本情況、發(fā)展歷程、行業(yè)地位進(jìn)行了充分了解,重點(diǎn)研究了該行公司業(yè)務(wù)的經(jīng)營(yíng)現(xiàn)狀,對(duì)其近五年來(lái)的各項(xiàng)經(jīng)營(yíng)指標(biāo)進(jìn)行比較分析,發(fā)現(xiàn)其內(nèi)在規(guī)律。經(jīng)過(guò)調(diào)研發(fā)現(xiàn)公司業(yè)務(wù)對(duì)于XX分行具有重要戰(zhàn)略意義,是整個(gè)分行最為重要的業(yè)務(wù)板塊。第三,運(yùn)用SWOT分析,結(jié)合交通銀行XX分行公司業(yè)務(wù)的實(shí)際情況,圍繞國(guó)家宏觀經(jīng)濟(jì)趨勢(shì)、行業(yè)客戶(hù)分布、金融政策、同行業(yè)競(jìng)爭(zhēng)進(jìn)行了分析,在本行現(xiàn)有條件下對(duì)行內(nèi)組織架構(gòu)、產(chǎn)品結(jié)構(gòu)、營(yíng)銷(xiāo)組合中存在的問(wèn)題進(jìn)行探討,提出了本行所面臨的優(yōu)勢(shì)、劣勢(shì)、機(jī)遇、威脅,從中歸納出綜合環(huán)境現(xiàn)狀與該行重點(diǎn)加強(qiáng)領(lǐng)域。 經(jīng)過(guò)對(duì)該分行內(nèi)外部情況的分析,明確指出交行XX分行公司業(yè)務(wù)的市場(chǎng)營(yíng)銷(xiāo)策略以及市場(chǎng)定位,鎖定了符合該行公司業(yè)務(wù)發(fā)展的目標(biāo)市場(chǎng)和目標(biāo)客戶(hù)群,同時(shí)進(jìn)一步強(qiáng)調(diào)內(nèi)部服務(wù)部門(mén)要提供足夠的后勤保障,支持公司業(yè)務(wù)發(fā)展。通過(guò)一系列的研究,本文提出交通銀行XX分行應(yīng)當(dāng)立足本省市場(chǎng),以能源、汽車(chē)、裝備制造業(yè)、高新技術(shù)產(chǎn)業(yè)為行業(yè)細(xì)分市場(chǎng),以機(jī)關(guān)、事業(yè)單位、大中型企業(yè)為目標(biāo)客戶(hù),通過(guò)7P營(yíng)銷(xiāo)理論的分析,以產(chǎn)品、定價(jià)、渠道、促銷(xiāo)、人員、有形展示、過(guò)程等七方面的具體策略為指導(dǎo)思想,落實(shí)公司業(yè)務(wù)的營(yíng)銷(xiāo)工作。本文的研究與探索能夠?yàn)榻煌ㄣy行XX分行公司業(yè)務(wù)的下一步發(fā)展起到積極的作用,指導(dǎo)該行公司業(yè)務(wù)彌補(bǔ)不足,全面提升競(jìng)爭(zhēng)力；同時(shí)為國(guó)有銀行公司業(yè)務(wù)的轉(zhuǎn)型與成長(zhǎng)提供參考意見(jiàn),促進(jìn)銀行業(yè)的健康發(fā)展。
[Abstract]:The Bank of Communications was founded in January 1908 (Qing Guang Xu 34) and was one of the four largest banks in China. On July 24, 1986, the State Council approved the re-establishment of Bank of Communications as a pilot unit of China's financial reform. At present, the Bank of Communications is the fifth largest state-owned commercial bank in China. As one of the important branches of the Bank of Communications system, XX Branch has gone through 23 years of struggle, and has made great progress. However, with the change of China's economy, the living environment and internal conditions of the XX Branch of China's financial reform have undergone great changes. The business model previously formed has not been able to meet the requirements of the commercial banks' own development in the new period. In this historical background, XX Branch of Bank of Communications, as a branch of the fifth largest state-owned bank, is unable to meet the requirements of the commercial banks for social development. How to break through the siege and seek its own development has become an important issue for this institution. This is also the significance of this study. In order to do a good job in the research of the business marketing strategy of the XX Branch of Jiaotong Bank, the following work has been carried out: firstly, the marketing theory of commercial banks has been deeply studied, and the theoretical origin of bank marketing has been seriously analyzed. The course of development and theoretical characteristics. On this basis, the paper analyzes the typical marketing theories of commercial banks, such as 7PX 4CX 4R, service marketing and so on, which lays a good theoretical foundation for the next case study. Secondly, the basic situation, development course and industry status of XX branch of Jiaotong Bank are fully understood, and the management status of the company is mainly studied, and the comparison and analysis of various management indexes in the past five years are carried out, and the inherent law is found. After investigation, we found that the business of XX branch has important strategic significance and is the most important business section of the whole branch. Third, using SWOT analysis, combined with the actual business situation of XX Branch of Bank of Communications, focusing on the national macroeconomic trends, industry customer distribution, financial policies, competition with the industry. Under the existing conditions of the Bank, the problems existing in the organizational structure, product structure and marketing mix of the Bank are discussed, and the strengths, weaknesses, opportunities and threats faced by the Bank are put forward. From this, the comprehensive environmental status and the key areas of strengthening the bank are summed up. Through the analysis of the internal and external conditions of the branch, it is clearly pointed out that the marketing strategy and market positioning of the business of the XX Branch of the Bank of Communications have locked in the target market and the target customer base in line with the development of the bank's business. At the same time, the internal service department should provide sufficient logistic support to support the business development of the company. Through a series of studies, this paper puts forward that XX Branch of Bank of Communications should base itself on the provincial market, take energy, automobile, equipment manufacturing, high-tech industry as the industry segment market, and take the government, institutions and large and medium-sized enterprises as the target customers. Through the analysis of the 7P marketing theory, the author takes the specific strategies of product, pricing, channel, promotion, personnel, tangible display and process as the guiding ideology to carry out the marketing work of the company. The research and exploration of this paper can play a positive role in the further development of the business of XX Branch of Bank of Communications, guide the business of the Bank of Communications to make up for the deficiencies, and enhance the competitiveness of the company in an all-round way. At the same time, it provides reference for the transformation and growth of state-owned banking companies, and promotes the healthy development of the banking industry.
【學(xué)位授予單位】：陜西師范大學(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

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