【摘要】：銀行業(yè)的高外生性、高杠桿性和高風險性決定著其與生俱來的脆弱性。東南亞金融危機和美國次貸危機間大量銀行的倒閉便是明顯的例證,而百年老店巴林銀行更是僅僅因為一名交易員的違規(guī)操作而瞬間毀滅。進入后危機時代,我國商業(yè)銀行面臨著外部環(huán)境長期復(fù)雜性和經(jīng)濟走勢不確定性等難題,特別是同業(yè)競爭日益白熱化的趨勢,更使得國內(nèi)銀行業(yè)經(jīng)受著嚴峻考驗。近期,我國金融改革的步伐明顯加快,利率市場化趨勢明顯,屆時銀行間的競爭將更加白熱化,農(nóng)業(yè)銀行作為一家大型國有上市銀行,是中國主要的綜合性金融服務(wù)提供商之一,深入研究其市場營銷策略,對農(nóng)業(yè)銀行的生存、發(fā)展具有很強的現(xiàn)實意義。 本文立足于當前國內(nèi)外經(jīng)濟形勢及銀行競爭的發(fā)展趨勢,在對農(nóng)業(yè)銀行山東省分行進行大量調(diào)查研究的基礎(chǔ)上,從農(nóng)業(yè)銀行山東省分行營銷現(xiàn)狀、存在問題及成因分析出發(fā),運用PEST、波特五力和SWOT等理論工具全面分析了商業(yè)銀行面臨的市場環(huán)境,闡述了宏觀經(jīng)濟環(huán)境和微觀環(huán)境對其業(yè)務(wù)市場營銷策略產(chǎn)生的影響。然后,重點對商業(yè)銀行營銷組合策略中的客戶選擇策略、產(chǎn)品策略、價格策略、渠道策略和促銷策略分別進行系統(tǒng)分析,提出山東農(nóng)行在客戶選擇策略上要樹立全新的客戶選擇標準,以經(jīng)濟資本回報率為標準來評判客戶、選擇客戶、營銷客戶；在產(chǎn)品策略上要加快推動產(chǎn)品創(chuàng)新,為客戶提供差別化和系列化產(chǎn)品服務(wù),不斷提高產(chǎn)品覆蓋度；在定價策略上要選擇“客戶導(dǎo)向型”的定價模式,開展差異化營銷策略；在渠道策略上要采取更加多樣化的分銷渠道,下大力氣完善電子渠道體系建設(shè)；在促銷策略上要提高層次,加強公共關(guān)系促銷等。指出了在人力資源、財務(wù)資源、信息系統(tǒng)和風險控制等方面相應(yīng)的配套保障措施,以此來支持山東農(nóng)行市場營銷工作的有效實施。希望本文的研究能夠?qū)r(nóng)業(yè)銀行山東省分行提升綜合競爭能力,實現(xiàn)“同業(yè)爭排頭、系統(tǒng)創(chuàng)一流”的發(fā)展目標有所幫助。
[Abstract]:The high externality, high leverage and high risk of banking determine its inherent vulnerability. The collapse of a large number of banks between the financial crisis in Southeast Asia and the subprime mortgage crisis in the United States is a case in point, and Bahrain Bank, a century-old shop, was instantly destroyed by a trader's irregularities. In the post-crisis era, Chinese commercial banks are faced with many problems, such as the long-term complexity of external environment and the uncertainty of economic trend. Especially, the trend of increasing interbank competition makes the domestic banking industry stand a severe test. Recently, the pace of financial reform in our country has obviously accelerated, and the trend of interest rate marketization is obvious. By then, the competition among banks will be even more intense. The Agricultural Bank of China, as a large state-owned listed bank, As one of the main comprehensive financial service providers in China, it is of great practical significance to study its marketing strategy for the survival and development of the Agricultural Bank of China. Based on the current economic situation at home and abroad and the development trend of bank competition, based on a large number of investigations and studies on the Shandong Branch of the Agricultural Bank of China, this paper proceeds from the analysis of the current marketing situation, existing problems and causes of the branch of the Agricultural Bank of China Shandong Province. This paper analyzes the market environment faced by commercial banks by means of PEST, Porter and SWOT, and expounds the influence of macroeconomic environment and micro environment on the marketing strategy of commercial banks. Then, the thesis focuses on the systematic analysis of the customer selection strategy, product strategy, price strategy, channel strategy and promotion strategy in the marketing mix strategy of commercial bank. The paper points out that Shandong Agricultural Bank should set up a brand new standard of customer selection, judge customers, select customers and market customers on the basis of economic rate of return on capital. In terms of product strategy, we should speed up product innovation, provide customers with differentiated and serialized product services, continuously improve product coverage, select a "customer-oriented" pricing model and carry out differentiated marketing strategies in pricing strategies. In the channel strategy, we should adopt more diversified distribution channels, make great efforts to improve the construction of electronic channel system, enhance the level of promotion strategy, and strengthen the promotion of public relations, etc. The corresponding supporting measures in human resources, financial resources, information systems and risk control are pointed out to support the effective implementation of the marketing work of Shandong Agricultural Bank. It is hoped that the research in this paper can help the Agricultural Bank of China Shandong Branch to enhance its comprehensive competitiveness and achieve the goal of "ranking among peers and creating a first-class system".
【學位授予單位】：山東大學
【學位級別】：碩士
【學位授予年份】：2013
【分類號】：F832.33

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