本文選題：貴港工行 + 營銷策略��； 參考：《廣西大學(xué)》2012年碩士論文

【摘要】：隨著改革開放程度的加深,市場經(jīng)濟(jì)體制不斷的完善,國民經(jīng)濟(jì)迅速發(fā)展,居民手中可支配收入增多,同時理財(cái)觀念隨著經(jīng)濟(jì)環(huán)境的變化而更新,這為個人金融業(yè)務(wù)的買方市場的形成和發(fā)展創(chuàng)造歷史性的機(jī)遇。個人金融業(yè)務(wù)也成為銀行同業(yè)競爭的制高點(diǎn)。中國工商銀行緊跟時代的步伐,感受知識經(jīng)濟(jì)時代的脈搏,合理布局全國范圍內(nèi)的機(jī)構(gòu)和網(wǎng)點(diǎn),努力完善電子信息服務(wù)網(wǎng)絡(luò),加大力度培養(yǎng)各種高素質(zhì)復(fù)合型金融人才,贏得了廣大客戶的青睞,其個人金融業(yè)務(wù)也初步實(shí)現(xiàn)了全方位、多樣化、多層次的發(fā)展。 本文在對貴港工行開展個人金融業(yè)務(wù)的實(shí)地調(diào)研的基礎(chǔ)上,首先對貴港工行發(fā)展個人金融業(yè)務(wù)的重要意義、現(xiàn)狀和存在的問題進(jìn)行了分析,接著分析了影響貴港個人金融業(yè)務(wù)宏觀環(huán)境、中觀環(huán)境和微觀環(huán)境,通過SWOT分析法對貴港工行開展個人金融業(yè)務(wù)的優(yōu)勢、劣勢、機(jī)遇和威脅進(jìn)行了深入探究,從而明確了貴港工行發(fā)展個人金融業(yè)務(wù)的比較優(yōu)勢和不足,確定貴港工行因采取SO策略即全方位、多元化的營銷策略,貴港工行個人金融業(yè)務(wù)的營銷應(yīng)把握稍縱即逝的外部機(jī)遇,通過構(gòu)建完善的營銷組織體系,利用先進(jìn)的電子信息技術(shù)應(yīng)用體系提高自身的核心競爭力,占領(lǐng)更多的市場份額。這為后面對貴港工行開展?fàn)I銷策略研究打下基礎(chǔ)。接著對貴港工行的個人金融業(yè)務(wù)的市場定位進(jìn)行研究,論述了貴港工行市場定位的原則和指導(dǎo)思想。根據(jù)選定的目標(biāo)市場,提出了貴港工行個人金融業(yè)務(wù)營銷的五個策略,即產(chǎn)品策略、價(jià)格策略、渠道策略、促銷策略、公共關(guān)系策略。最后對貴港工行施實(shí)施個人金融業(yè)務(wù)營銷策略的保障措施進(jìn)行闡述。希望通過本文的研究,對貴港工行今后經(jīng)營思路和營銷策略的選擇提供一些有益的探索和幫助,以應(yīng)對市場競爭,實(shí)現(xiàn)貴港工行的集約化發(fā)展。
[Abstract]:With the deepening of reform and opening up, the continuous improvement of the market economy system, the rapid development of the national economy, the increase of disposable income in the hands of the residents, and the renewal of the concept of financial management as the economic environment changes, This creates a historic opportunity for the formation and development of the buyer's market for personal financial business. Personal financial business has also become the commanding point of interbank competition. The Industrial and Commercial Bank of China closely follows the pace of the times, feels the pulse of the era of knowledge economy, reasonably distributes the national organizations and networks, strives to improve the network of electronic information services, and strengthens the training of various kinds of high-quality and complex financial talents. Won the favor of the majority of customers, its personal financial business has initially achieved a full-directional, diversified, multi-level development. On the basis of the field investigation on the personal financial business of ICBC, this paper first analyzes the significance, current situation and existing problems of ICBC's development of personal financial business. Then it analyzes the macro environment, meso environment and micro environment of personal financial business in Guigang, and probes into the strengths, weaknesses, opportunities and threats of ICBC's personal financial business through SWOT analysis. In this way, the comparative advantages and disadvantages of ICBC in developing personal financial business are clearly defined, and the comprehensive and diversified marketing strategy of ICBC is determined because of the adoption of so strategy. The marketing of ICBC's personal financial business should grasp the fleeting external opportunities, through the construction of a sound marketing organization system, the use of advanced electronic information technology application system to improve their core competitiveness, occupy more market share. This will lay the foundation for the later research on the marketing strategy of ICBC. Secondly, the paper studies the market orientation of ICBC's personal financial business, and discusses the principles and guiding ideology of ICBC's market positioning. According to the selected target market, this paper puts forward five marketing strategies of ICBC's personal financial business, that is, product strategy, price strategy, channel strategy, promotion strategy and public relations strategy. At last, the guarantee measures of implementing personal financial marketing strategy of ICBC are expounded. It is hoped that through the study of this paper, it will provide some useful exploration and help for the choice of future management ideas and marketing strategies of ICBC in order to cope with the market competition and realize the intensive development of ICBC in your port.
【學(xué)位授予單位】：廣西大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2012
【分類號】：F274;F832.2

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