長沙興業(yè)銀行零售業(yè)務(wù)營銷策略研究
發(fā)布時(shí)間：2018-10-21 14:08
【摘要】：隨著湖南省內(nèi)股份制銀行的不斷增多,銀行的同業(yè)競爭趨于白熱化。加上近年外資銀行涌入長沙,更加劇了省內(nèi)銀行業(yè)的競爭。因此,從競爭的角度及銀行生存與發(fā)展的角度看,長沙興業(yè)銀行的零售銀行業(yè)務(wù)應(yīng)如何發(fā)展?如何成為市場的領(lǐng)先者?本文秉承“以市場為導(dǎo)向,以客戶為中心”的零售銀行營銷理念,深入研究營銷策略,提出通過多樣化的服務(wù)品種、快速更新的服務(wù)手段,以更好地提升在同業(yè)中的競爭力。 本文通過對興業(yè)銀行長沙分行面臨的內(nèi)外部環(huán)境進(jìn)行闡述,運(yùn)用SWOT方法分析興業(yè)銀行長沙分行的優(yōu)劣勢以及發(fā)展機(jī)遇、面臨的競爭。研究發(fā)現(xiàn),興業(yè)銀行長沙分行在分行業(yè)務(wù)層面上,在個(gè)人理財(cái)業(yè)務(wù)以及個(gè)人貸款業(yè)務(wù)上有著積累下來的優(yōu)勢,但是在客戶數(shù)量、客戶結(jié)構(gòu)以及儲蓄存款結(jié)構(gòu)上處于一定劣勢。同時(shí),興業(yè)銀行零售業(yè)務(wù)的發(fā)展也受著來自外資銀行、國有商業(yè)銀行以及其它股份制銀行的強(qiáng)有力的競爭,不過也因?yàn)殚L沙經(jīng)濟(jì)飛速發(fā)展等因素的影響而存在著巨大的機(jī)遇。 針對以上結(jié)果,本文結(jié)合國內(nèi)外關(guān)于零售業(yè)務(wù)發(fā)展的理論成果以及業(yè)務(wù)實(shí)踐提出促進(jìn)興業(yè)銀行長沙分行零售業(yè)務(wù)發(fā)展的業(yè)務(wù)創(chuàng)新策略、組織優(yōu)化策略、客戶細(xì)分策略三大策略。其中,業(yè)務(wù)創(chuàng)新策略是興業(yè)銀行不斷開拓向前的靈魂,組織優(yōu)化策略是創(chuàng)新以及業(yè)務(wù)進(jìn)行得以落實(shí)的制度流程保障,客戶細(xì)分策略是業(yè)務(wù)實(shí)踐中的核心法寶。然后,本文提出保障策略實(shí)施的財(cái)務(wù)資源的配備保障、人力資源的保障、塑造網(wǎng)點(diǎn)文化、加強(qiáng)科技支撐保障等4大保障措施。最后,主要從定性(客戶滿意/忠誠度)、定量(存貸以及回報(bào)相關(guān)指標(biāo))兩個(gè)方面衡量興業(yè)銀行長沙分行零售業(yè)務(wù)營銷策略執(zhí)行的效果。
[Abstract]:With the increasing of the stock banks in Hunan Province, the interbank competition is becoming more and more intense. Coupled with the influx of foreign banks into Changsha in recent years, the provincial banking industry has intensified the competition. Therefore, from the point of view of competition and the survival and development of banks, how should the retail banking business of the Changsha Industrial Bank develop? How to be a market leader? Based on the marketing concept of "market oriented and customer oriented", this paper deeply studies the marketing strategy, and puts forward a new service method through diversification of service variety to improve the competitiveness of the retail bank in the same trade. This paper expounds the internal and external environment of Changsha Branch of Societe Generale Bank, and analyzes the advantages and disadvantages of Changsha Branch of Societe Generale Bank by using SWOT method, as well as the opportunities for development and the competition it faces. It is found that SocGen Changsha Branch has accumulated advantages in personal finance business and personal loan business at the branch level, but it is at a certain disadvantage in the number of customers, the structure of customers and the structure of savings deposits. At the same time, the retail business development of Industrial Bank is also subject to strong competition from foreign banks, state-owned commercial banks and other joint-stock banks, but also because of the rapid development of Changsha economy and other factors, there are great opportunities. In view of the above results, this paper puts forward three strategies to promote the development of retail business in Changsha Branch of Industrial Bank: business innovation strategy, organization optimization strategy and customer segmentation strategy combined with the theoretical results and business practice of retail business development at home and abroad. Among them, business innovation strategy is the soul of Societe Generale Bank, organizational optimization strategy is the system process guarantee of innovation and business implementation, customer segmentation strategy is the core magic weapon in business practice. Then, this paper puts forward four security measures, such as the provision of financial resources, the protection of human resources, the creation of network culture, and the strengthening of the support of science and technology. Finally, the effect of retail marketing strategy of Industrial Bank Changsha Branch is evaluated from two aspects: qualitative (customer satisfaction / loyalty), quantitative (deposit and loan and return related index).
【學(xué)位授予單位】：湖南大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2013
【分類號】：F274;F832.2
[Abstract]:With the increasing of the stock banks in Hunan Province, the interbank competition is becoming more and more intense. Coupled with the influx of foreign banks into Changsha in recent years, the provincial banking industry has intensified the competition. Therefore, from the point of view of competition and the survival and development of banks, how should the retail banking business of the Changsha Industrial Bank develop? How to be a market leader? Based on the marketing concept of "market oriented and customer oriented", this paper deeply studies the marketing strategy, and puts forward a new service method through diversification of service variety to improve the competitiveness of the retail bank in the same trade. This paper expounds the internal and external environment of Changsha Branch of Societe Generale Bank, and analyzes the advantages and disadvantages of Changsha Branch of Societe Generale Bank by using SWOT method, as well as the opportunities for development and the competition it faces. It is found that SocGen Changsha Branch has accumulated advantages in personal finance business and personal loan business at the branch level, but it is at a certain disadvantage in the number of customers, the structure of customers and the structure of savings deposits. At the same time, the retail business development of Industrial Bank is also subject to strong competition from foreign banks, state-owned commercial banks and other joint-stock banks, but also because of the rapid development of Changsha economy and other factors, there are great opportunities. In view of the above results, this paper puts forward three strategies to promote the development of retail business in Changsha Branch of Industrial Bank: business innovation strategy, organization optimization strategy and customer segmentation strategy combined with the theoretical results and business practice of retail business development at home and abroad. Among them, business innovation strategy is the soul of Societe Generale Bank, organizational optimization strategy is the system process guarantee of innovation and business implementation, customer segmentation strategy is the core magic weapon in business practice. Then, this paper puts forward four security measures, such as the provision of financial resources, the protection of human resources, the creation of network culture, and the strengthening of the support of science and technology. Finally, the effect of retail marketing strategy of Industrial Bank Changsha Branch is evaluated from two aspects: qualitative (customer satisfaction / loyalty), quantitative (deposit and loan and return related index).
【學(xué)位授予單位】：湖南大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2013
【分類號】：F274;F832.2
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