本文關(guān)鍵詞： 中國(guó)銀行 個(gè)人金融業(yè)務(wù) 市場(chǎng)營(yíng)銷環(huán)境 市場(chǎng)定位 市場(chǎng)營(yíng)銷組合　出處：《吉林大學(xué)》2015年碩士論文　論文類型：學(xué)位論文

【摘要】：近些年全球經(jīng)濟(jì)金融化、金融市場(chǎng)化進(jìn)程加快，，外資銀行、股份制銀行、城鎮(zhèn)銀行等經(jīng)濟(jì)實(shí)體不斷涌入中國(guó)，銀行業(yè)內(nèi)競(jìng)爭(zhēng)日益激烈，與此同時(shí)互聯(lián)網(wǎng)金融概念異軍突起，國(guó)有商業(yè)銀行市場(chǎng)份額和市場(chǎng)地位均受到猛烈沖擊，在經(jīng)濟(jì)形勢(shì)復(fù)雜和同業(yè)競(jìng)爭(zhēng)激烈的環(huán)境中，積極發(fā)展個(gè)人金融業(yè)務(wù)是國(guó)有商業(yè)銀行的必然選擇和趨勢(shì)，個(gè)人金融業(yè)務(wù)是國(guó)有商業(yè)銀行各項(xiàng)業(yè)務(wù)發(fā)展的重中之重，個(gè)人金融業(yè)務(wù)發(fā)展的成功與否會(huì)直接影響國(guó)有商業(yè)銀行的經(jīng)營(yíng)業(yè)績(jī)與生存空間。 在這種背景下，本文以工農(nóng)大路支行個(gè)人金融業(yè)務(wù)市場(chǎng)為研究對(duì)象，探討個(gè)人金融業(yè)務(wù)市場(chǎng)營(yíng)銷策略，這對(duì)于擴(kuò)大基層機(jī)構(gòu)個(gè)人金融業(yè)務(wù)規(guī)模，拓寬營(yíng)銷渠道，優(yōu)化業(yè)務(wù)結(jié)構(gòu)；推動(dòng)產(chǎn)品和服務(wù)創(chuàng)新，提高綜合服務(wù)能力；市場(chǎng)機(jī)遇的把握，奠定個(gè)人客戶基礎(chǔ)，挖掘中、高端客戶潛力，降低客戶流失風(fēng)險(xiǎn)；增加中間業(yè)務(wù)收入，提高利潤(rùn)貢獻(xiàn)度；提升網(wǎng)點(diǎn)人員隊(duì)伍素質(zhì)，培養(yǎng)創(chuàng)新和營(yíng)銷意識(shí)；提高網(wǎng)點(diǎn)整體效能，發(fā)揮全功能復(fù)合型網(wǎng)點(diǎn)作用；進(jìn)一步解決業(yè)務(wù)發(fā)展中的網(wǎng)點(diǎn)建設(shè)、組織執(zhí)行、激勵(lì)約束、運(yùn)營(yíng)管理、內(nèi)控案防等方面的問題，對(duì)銀行業(yè)基層機(jī)構(gòu)個(gè)人金融業(yè)務(wù)發(fā)展具有一定的理論借鑒和現(xiàn)實(shí)指導(dǎo)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?jī)?nèi)容和研究框架。在激烈的市場(chǎng)競(jìng)爭(zhēng)下，在國(guó)內(nèi)銀行個(gè)人金融業(yè)務(wù)發(fā)展浪潮中，中國(guó)銀行始終秉承“以客戶為中心、以市場(chǎng)為導(dǎo)向”的發(fā)展理念，將個(gè)人客戶市場(chǎng)作為目標(biāo)市場(chǎng)。工農(nóng)大路支行作為中國(guó)銀行吉林省分行城區(qū)直屬支行之一，積極響應(yīng)省行戰(zhàn)略，為全面拓寬個(gè)人金融業(yè)務(wù)市場(chǎng)，搶占個(gè)人客戶市場(chǎng)份額，工農(nóng)大路支行利用網(wǎng)點(diǎn)這一陣地，于2014年4月完成各項(xiàng)業(yè)務(wù)下擺網(wǎng)點(diǎn)的工作，全面打造全功能復(fù)合型網(wǎng)點(diǎn)，個(gè)人金融業(yè)務(wù)能夠在更廣闊的土壤上開花結(jié)果。 第二部分是對(duì)工農(nóng)大路支行個(gè)人金融業(yè)務(wù)市場(chǎng)營(yíng)銷現(xiàn)狀與存在的問題進(jìn)一步剖析。這部分首先闡述了工農(nóng)大路支行個(gè)人金融業(yè)務(wù)發(fā)展現(xiàn)狀，其中包括發(fā)展歷程、組織架構(gòu)、經(jīng)營(yíng)范圍等幾方面，其次描述了工農(nóng)大路支行個(gè)人金融業(yè)務(wù)市場(chǎng)營(yíng)銷現(xiàn)狀，從產(chǎn)品、客戶、營(yíng)銷渠道、促銷幾個(gè)維度出發(fā)，進(jìn)一步得出個(gè)人金融業(yè)務(wù)在市場(chǎng)營(yíng)銷中存在的問題。 第三部分分析了個(gè)人金融業(yè)務(wù)市場(chǎng)營(yíng)銷環(huán)境，首先是對(duì)工農(nóng)大路支行個(gè)人金融業(yè)務(wù)市場(chǎng)宏觀環(huán)境進(jìn)行分析，包括政治環(huán)境、經(jīng)濟(jì)環(huán)境、科技環(huán)境、社會(huì)環(huán)境四個(gè)方面。其次對(duì)微觀環(huán)境分析，包括競(jìng)爭(zhēng)者分析、客戶分析、替代品分析。最后運(yùn)用SWOT分析法總結(jié)出優(yōu)勢(shì)、劣勢(shì)、機(jī)會(huì)和威脅，使得第四部分營(yíng)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(chǔ)上，明確工農(nóng)大路支行個(gè)人金融業(yè)務(wù)目標(biāo)市場(chǎng)，制定適合本行實(shí)際的營(yíng)銷組合策略和實(shí)施保障措施，促使業(yè)務(wù)轉(zhuǎn)型后的工農(nóng)大路支行利用業(yè)務(wù)下沉網(wǎng)點(diǎn)的契機(jī)，解決個(gè)人金融業(yè)務(wù)規(guī)模小、產(chǎn)品結(jié)構(gòu)不合理、營(yíng)銷隊(duì)伍素質(zhì)不高、營(yíng)銷手段過于傳統(tǒng)、創(chuàng)新意識(shí)不強(qiáng)等問題，提高工農(nóng)大路支行在中國(guó)銀行吉林省分行個(gè)金業(yè)務(wù)的貢獻(xiàn)度和知名度，實(shí)現(xiàn)個(gè)人金融業(yè)務(wù)的可持續(xù)發(fā)展，進(jìn)一步提升工農(nóng)大路支行個(gè)人金融業(yè)務(wù)經(jīng)營(yíng)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(xué)位授予單位】：吉林大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2015
【分類號(hào)】：F832.2

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