【摘要】：本文采用問題導(dǎo)向型的研究方法，從H商業(yè)銀行廣州分公司業(yè)務(wù)營銷的實際問題出發(fā)，將理論與實踐相結(jié)合，即產(chǎn)品營銷的相關(guān)理論與H銀行的公司業(yè)務(wù)緊密結(jié)合到一起，，在結(jié)合大量的公司資料和數(shù)據(jù)資料，對市場進行透徹的、全方位的分析，以期深刻分析H銀行業(yè)務(wù)運行過程中產(chǎn)生的營銷策略問題和風(fēng)險問題�；谶@些分析，結(jié)合我國銀行業(yè)發(fā)展的現(xiàn)狀，并提出一些實際可行的方案建議。然后根據(jù)收集的資料定性的闡述H銀行的自身情況和面臨環(huán)境，并提出行之有效的營銷策略。全文通過四個部分對H銀行公司業(yè)務(wù)的營銷策略進行分析研究： （1）主要分析了H銀行的營銷現(xiàn)狀，并找出了H銀行在營銷過程中存在的問題。 （2）對于H銀行公司業(yè)務(wù)的營銷環(huán)境進行SWOT分析和STP分析。分析了H銀行的優(yōu)勢、劣勢和機會、威脅情況之所在，在綜合衡量評價這些因素之后，提出了相應(yīng)的解決措施。 （3）針對H銀行提出了較有影響力的營銷策略。針對H銀行的具體情況從產(chǎn)品策略、定價策略、渠道策略和促銷策略等四個方面具體探討了H銀行的可用營銷方案。本文的創(chuàng)新之處在于: （1）本文運用理論與實際案例分析相結(jié)合的方法，總結(jié)商業(yè)銀行公司業(yè)務(wù)在現(xiàn)階段國際金融不斷創(chuàng)新的背景下的發(fā)展策略，對我國商業(yè)銀行的經(jīng)營發(fā)展具有理論指導(dǎo)意義。 （2）主要結(jié)合了H銀行的在業(yè)務(wù)發(fā)展過程中所經(jīng)歷的一些實例，聯(lián)系國內(nèi)的實際情況，以小見大來探討中國商業(yè)銀行公司業(yè)務(wù)發(fā)展的策略，并提出我國商業(yè)銀行公司業(yè)務(wù)需要改進的幾點建議。
[Abstract]:Based on the practical problems of business marketing in Guangzhou Branch of H Commercial Bank, this paper combines theory with practice, that is, the related theory of product marketing and the company business of H bank are closely combined with each other. In combination with a large number of company information and data, the market is analyzed thoroughly and comprehensively, in order to deeply analyze the marketing strategy problems and risk problems arising from the operation of H bank business. Based on these analysis, combined with the current situation of banking development in China, and put forward some practical proposals. Then, according to the collected data, the paper qualitatively expounds the situation and environment of H Bank, and puts forward effective marketing strategies. This paper analyzes the marketing strategies of H Bank Company through four parts: (1) mainly analyzes the marketing situation of H Bank and finds out the problems existing in the marketing process of H Bank. (2) carry on SWOT analysis and STP analysis to the marketing environment of H bank company's business. This paper analyzes the strengths, weaknesses, opportunities and threats of H Bank, and puts forward the corresponding solutions after synthetically evaluating these factors. (3) A more influential marketing strategy is put forward for H Bank. According to the specific situation of H Bank, this paper discusses the available marketing scheme of H Bank from four aspects: product strategy, pricing strategy, channel strategy and promotion strategy. The innovations of this paper are as follows: (1) this paper uses the method of combining theory with practical case analysis to summarize the development strategy of commercial bank company business under the background of continuous innovation of international finance at the present stage. It is of theoretical significance to the management and development of commercial banks in China. (2) mainly combined with some examples of H Bank in the process of business development, connecting with the actual situation in China, through a small part to see the whole to explore the business development strategy of China Commercial Bank Company. At the same time, some suggestions are put forward to improve the business of commercial banks in our country.
【學(xué)位授予單位】：華南理工大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2013
【分類號】：F274;F832.33

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