本文關鍵詞： 中國銀行 個人金融業(yè)務 市場營銷環(huán)境 市場定位 市場營銷組合　出處：《吉林大學》2015年碩士論文　論文類型：學位論文

【摘要】：近些年全球經(jīng)濟金融化、金融市場化進程加快，，外資銀行、股份制銀行、城鎮(zhèn)銀行等經(jīng)濟實體不斷涌入中國，銀行業(yè)內競爭日益激烈，與此同時互聯(lián)網(wǎng)金融概念異軍突起，國有商業(yè)銀行市場份額和市場地位均受到猛烈沖擊，在經(jīng)濟形勢復雜和同業(yè)競爭激烈的環(huán)境中，積極發(fā)展個人金融業(yè)務是國有商業(yè)銀行的必然選擇和趨勢，個人金融業(yè)務是國有商業(yè)銀行各項業(yè)務發(fā)展的重中之重，個人金融業(yè)務發(fā)展的成功與否會直接影響國有商業(yè)銀行的經(jīng)營業(yè)績與生存空間。 在這種背景下，本文以工農(nóng)大路支行個人金融業(yè)務市場為研究對象，探討個人金融業(yè)務市場營銷策略，這對于擴大基層機構個人金融業(yè)務規(guī)模，拓寬營銷渠道，優(yōu)化業(yè)務結構；推動產(chǎn)品和服務創(chuàng)新，提高綜合服務能力；市場機遇的把握，奠定個人客戶基礎，挖掘中、高端客戶潛力，降低客戶流失風險；增加中間業(yè)務收入，提高利潤貢獻度；提升網(wǎng)點人員隊伍素質，培養(yǎng)創(chuàng)新和營銷意識；提高網(wǎng)點整體效能，發(fā)揮全功能復合型網(wǎng)點作用；進一步解決業(yè)務發(fā)展中的網(wǎng)點建設、組織執(zhí)行、激勵約束、運營管理、內控案防等方面的問題，對銀行業(yè)基層機構個人金融業(yè)務發(fā)展具有一定的理論借鑒和現(xiàn)實指導意義。 本文共分為四部分。第一部分是緒論，主要闡述論文的研究背景、研究意義以及研究內容和研究框架。在激烈的市場競爭下，在國內銀行個人金融業(yè)務發(fā)展浪潮中，中國銀行始終秉承“以客戶為中心、以市場為導向”的發(fā)展理念，將個人客戶市場作為目標市場。工農(nóng)大路支行作為中國銀行吉林省分行城區(qū)直屬支行之一，積極響應省行戰(zhàn)略，為全面拓寬個人金融業(yè)務市場，搶占個人客戶市場份額，工農(nóng)大路支行利用網(wǎng)點這一陣地，于2014年4月完成各項業(yè)務下擺網(wǎng)點的工作，全面打造全功能復合型網(wǎng)點，個人金融業(yè)務能夠在更廣闊的土壤上開花結果。 第二部分是對工農(nóng)大路支行個人金融業(yè)務市場營銷現(xiàn)狀與存在的問題進一步剖析。這部分首先闡述了工農(nóng)大路支行個人金融業(yè)務發(fā)展現(xiàn)狀，其中包括發(fā)展歷程、組織架構、經(jīng)營范圍等幾方面，其次描述了工農(nóng)大路支行個人金融業(yè)務市場營銷現(xiàn)狀，從產(chǎn)品、客戶、營銷渠道、促銷幾個維度出發(fā)，進一步得出個人金融業(yè)務在市場營銷中存在的問題。 第三部分分析了個人金融業(yè)務市場營銷環(huán)境，首先是對工農(nóng)大路支行個人金融業(yè)務市場宏觀環(huán)境進行分析，包括政治環(huán)境、經(jīng)濟環(huán)境、科技環(huán)境、社會環(huán)境四個方面。其次對微觀環(huán)境分析，包括競爭者分析、客戶分析、替代品分析。最后運用SWOT分析法總結出優(yōu)勢、劣勢、機會和威脅，使得第四部分營銷策略的制定能夠有的放矢。 第四部分是在全面分析的基礎上，明確工農(nóng)大路支行個人金融業(yè)務目標市場，制定適合本行實際的營銷組合策略和實施保障措施，促使業(yè)務轉型后的工農(nóng)大路支行利用業(yè)務下沉網(wǎng)點的契機，解決個人金融業(yè)務規(guī)模小、產(chǎn)品結構不合理、營銷隊伍素質不高、營銷手段過于傳統(tǒng)、創(chuàng)新意識不強等問題，提高工農(nóng)大路支行在中國銀行吉林省分行個金業(yè)務的貢獻度和知名度，實現(xiàn)個人金融業(yè)務的可持續(xù)發(fā)展，進一步提升工農(nóng)大路支行個人金融業(yè)務經(jīng)營水平。
[Abstract]:In recent years , global economic and financial , financial market - oriented process , foreign banks , joint - stock banks , urban banks and other economic entities have continuously poured into China , and the competition in the banking industry is increasingly fierce . At the same time , the market share and market status of the state - owned commercial banks have been severely impacted . In the environment of complex economic situation and fierce competition , the individual financial business is the inevitable choice and trend of the state - owned commercial banks , and the success of the individual financial services will directly affect the operating performance and living space of the state - owned commercial banks . In this context , this paper studies the individual financial business marketing strategy based on the personal financial business market of Gongong Tai Road Sub - branch , which is helpful to enlarge the individual financial business scale of the grass - roots institution , widen the marketing channel , optimize the business structure , promote the product and service innovation , improve the comprehensive service ability , improve the overall efficiency of the network and play the role of the whole function compound network , further solve the problems of network point construction , organization execution , incentive restriction , operation management and internal control case in the business development , and has certain theoretical reference and practical significance for the development of the individual financial services of the banking grass - roots institutions . This paper is divided into four parts . The first part is the introduction , mainly expounds the research background , the research significance and the research contents and the research framework . In the fierce market competition , the Bank of China always adheres to the development idea of " taking the customer as the center , taking the market as guidance " , and taking the personal client market as the target market . The second part is a further analysis of the present situation and the problems of personal finance business in the branch of workers and peasants . This part firstly expounds the present situation of personal finance business development in the branch of workers and peasants , including the development course , organization structure , business scope and so on . Secondly , this part describes the present situation of personal financial business marketing in the branch of workers and peasants , from the aspects of product , customer , marketing channel and promotion , further obtains the problems of personal financial business in marketing . The third part analyzes the marketing environment of personal finance business , firstly , analyzes the macro - environment of the individual financial business market of the main branch of workers and peasants , including political environment , economic environment , science and technology environment and social environment . Secondly , SWOT analysis method is used to summarize the advantages , disadvantages , opportunities and threats , so that the development of the fourth part of marketing strategy can be targeted . The fourth part , on the basis of comprehensive analysis , makes clear the target market of the individual financial business of workers and peasants , and sets up the marketing mix strategy and implementation safeguard measures suitable for the Bank . It will solve the problems of small scale of individual financial business , unreasonable product structure , low quality of marketing team , overly traditional marketing means , weak innovation consciousness , etc . , and improve the sustainable development of individual financial services , and further enhance the level of individual financial business operation of workers and peasants .

【學位授予單位】：吉林大學
【學位級別】：碩士
【學位授予年份】：2015
【分類號】：F832.2

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