本文關(guān)鍵詞：廣發(fā)銀行大連分行目標(biāo)市場(chǎng)定位研究　出處：《電子科技大學(xué)》2012年碩士論文　論文類型：學(xué)位論文

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【摘要】：我國(guó)加入WTO以后，金融市場(chǎng)的開(kāi)放對(duì)我國(guó)中小商業(yè)銀行的生存和發(fā)展環(huán)境造成了很大的沖擊。當(dāng)前嚴(yán)峻的經(jīng)濟(jì)金融形勢(shì)正逐漸考驗(yàn)中小商業(yè)銀行應(yīng)對(duì)復(fù)雜困難局面的能力。廣發(fā)銀行是一個(gè)有著特殊歷史背景的銀行，在其他商業(yè)銀行迅猛發(fā)展的時(shí)期，廣發(fā)銀行還在重組；當(dāng)其他股份制銀行趕上大好形勢(shì)，規(guī)模突分猛進(jìn)、穩(wěn)健經(jīng)營(yíng)的時(shí)候，廣發(fā)銀行奮起直追，雖然規(guī)模上有所提升，，但與其他股份制商業(yè)銀行間尚存在一定差距。在我國(guó)無(wú)論是國(guó)有商業(yè)銀行還是中小商業(yè)銀行，對(duì)于相同的金融環(huán)境和相同的客戶群體，在金融產(chǎn)品雷同的情況下，市場(chǎng)定位也基本趨同。廣發(fā)銀行在發(fā)展歷史、整體規(guī)模、人員素質(zhì)方面與國(guó)有商業(yè)銀行相比沒(méi)有優(yōu)勢(shì)可言，如果再?zèng)]有自己的經(jīng)營(yíng)特色，在資金規(guī)模和網(wǎng)絡(luò)覆蓋都處于劣勢(shì)的情況下選擇與國(guó)有商業(yè)銀行一樣的市場(chǎng)定位，競(jìng)爭(zhēng)力的提升空間不會(huì)很大。 本文引入營(yíng)銷學(xué)中市場(chǎng)細(xì)分、目標(biāo)市場(chǎng)選擇及市場(chǎng)定位理論，理論聯(lián)系實(shí)際，針對(duì)廣發(fā)銀行大連分行目標(biāo)市場(chǎng)定位現(xiàn)狀及問(wèn)題分析，通過(guò)對(duì)廣發(fā)銀行大連分行外部營(yíng)銷環(huán)境和內(nèi)部?jī)?yōu)勢(shì)分析，基于廣發(fā)銀行大連分行相關(guān)業(yè)務(wù)數(shù)據(jù)和財(cái)務(wù)數(shù)據(jù)，提出了比較務(wù)實(shí)的提高競(jìng)爭(zhēng)力的目標(biāo)市場(chǎng)定位建議。 筆者希望借此可以為加快廣發(fā)銀行大連分行向全功能的商業(yè)銀行的轉(zhuǎn)化，為全面提升廣發(fā)銀行大連分行的競(jìng)爭(zhēng)力提供幫助，并且使其能夠在日趨嚴(yán)峻的金融環(huán)境占有一席之地。
[Abstract]:After China's accession to WTO, the opening of the financial market caused a great impact on China's small and medium-sized commercial banks survival and development environment. The ability of the current severe economic and financial situation is gradually test for small and medium sized commercial banks to deal with the complicated difficult situation. The bank has a special historical background in the banks, other commercial banks rapidly the development of the times, Guangdong Development Bank also restructuring; when other joint-stock banks to catch up with the excellent situation, the scale of sudden Mengjin, when the sound operation, Guangdong Development Bank has improved the scale of spare no effort to catch up, though, but with other joint-stock commercial banks still exist a certain gap between. In our country, whether it is state-owned commercial banks or small commercial banks. For the same financial environment and the same customer groups, the financial products in similar circumstances, market positioning is also basic convergence. The Guangdong Development Bank in the development of history, the whole The scale of personnel quality, compared with the state-owned commercial banks have no advantage at all, if you do not have their own operating characteristics, the capital scale and network coverage in the choice of market positioning and the state-owned commercial bank's disadvantage, enhance the competitiveness of the space will not be great.
This paper introduces marketing market segmentation, target market selection and market positioning theory, theory and practice, according to the analysis of the status quo and problems of the Dalian branch of Guangdong Development Bank target market positioning, through the analysis of the external marketing environment of Dalian branch of Guangdong Development Bank and the internal advantage, Guangdong Development Bank Dalian branch of the relevant business data and financial data based on the proposed target market positioning more practical to improve the competitiveness of the proposal.
The author hopes to speed up the transformation of Dalian branch of Guangdong Development Bank to fully functional commercial banks, and to help enhance the competitiveness of Dalian branch of Guangdong Development Bank and enable it to take a place in the increasingly severe financial environment.

【學(xué)位授予單位】：電子科技大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2012
【分類號(hào)】：F832.33

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