【摘要】：：隨著我國(guó)與全球經(jīng)濟(jì)聯(lián)系的日益緊密,國(guó)際結(jié)算業(yè)務(wù)已成為我國(guó)各家商業(yè)銀行中間業(yè)務(wù)競(jìng)爭(zhēng)的焦點(diǎn)。中國(guó)銀行湖南省分行亟需優(yōu)化營(yíng)銷(xiāo)策略以強(qiáng)化其國(guó)際結(jié)算業(yè)務(wù)。 中國(guó)銀行湖南省分行國(guó)際結(jié)算業(yè)務(wù)有著市場(chǎng)份額大、業(yè)務(wù)處理能力強(qiáng)、經(jīng)驗(yàn)豐富、產(chǎn)品和服務(wù)多樣性強(qiáng)等優(yōu)點(diǎn),但目前面臨著市場(chǎng)份額下降、缺乏清晰的戰(zhàn)略規(guī)劃、組織結(jié)構(gòu)落后和人力資源管理機(jī)制僵化等問(wèn)題。通過(guò)運(yùn)用SWOT分析法進(jìn)行優(yōu)勢(shì)、劣勢(shì)、外部機(jī)遇和外部威脅的分析,確定營(yíng)銷(xiāo)戰(zhàn)略應(yīng)選擇抓住機(jī)遇,克服劣勢(shì),強(qiáng)化對(duì)內(nèi)管理控制機(jī)制,綜合發(fā)展對(duì)外經(jīng)營(yíng),穩(wěn)固和擴(kuò)張市場(chǎng)份額,利用規(guī)模降低成本和進(jìn)行市場(chǎng)細(xì)分。中國(guó)銀行湖南省分行營(yíng)銷(xiāo)策略的優(yōu)化包括深化本外幣一體化的經(jīng)營(yíng)模式、堅(jiān)持業(yè)務(wù)創(chuàng)新、強(qiáng)化品牌形象、根據(jù)市場(chǎng)建立分層定價(jià)機(jī)制、優(yōu)化營(yíng)銷(xiāo)渠道、制定多樣化的促銷(xiāo)策略、優(yōu)化服務(wù)營(yíng)銷(xiāo)體系等方面。論文為營(yíng)銷(xiāo)優(yōu)化策略的實(shí)施設(shè)計(jì)了三個(gè)保障措施,即考核機(jī)制保障、內(nèi)部控制保障和人力資源保障。
[Abstract]:With the increasingly close relationship between our country and the global economy, the international settlement business has become the focus of the intermediate business competition of the commercial banks in our country. The Bank of China Hunan Branch needs to optimize its marketing strategy to strengthen its international settlement business. The international settlement business of the Hunan Branch of the Bank of China has the advantages of large market share, strong business processing ability, rich experience, and strong diversity of products and services, but at present it faces a decline in market share and a lack of clear strategic planning. The backwardness of organizational structure and the rigidity of human resource management mechanism. Through the analysis of strengths, weaknesses, external opportunities and threats by using SWOT analysis, it is determined that marketing strategies should seize opportunities, overcome weaknesses, strengthen internal management and control mechanisms, and comprehensively develop external operations. Stabilize and expand market share, use scale to reduce costs and market segmentation. The optimization of marketing strategy of Bank of China Hunan Branch includes deepening the mode of integration of local and foreign currency, insisting on business innovation, strengthening brand image, establishing layered pricing mechanism according to the market, optimizing marketing channels, and formulating diversified promotion strategies. Optimize service marketing system and other aspects. This paper designs three safeguard measures for the implementation of marketing optimization strategy, that is, check-up mechanism guarantee, internal control guarantee and human resource guarantee.
【學(xué)位授予單位】：中南大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2013
【分類(lèi)號(hào)】：F832.2

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