本文選題：恒豐銀行紹興支行 + 公司業(yè)務(wù)�。� 參考：《中南大學(xué)》2012年碩士論文

【摘要】：公司業(yè)務(wù)指的是以公司客戶為服務(wù)對(duì)象的銀行業(yè)務(wù),是國內(nèi)股份制商業(yè)銀行的主要業(yè)務(wù)內(nèi)容和利潤來源。恒豐銀行紹興支行作為一家側(cè)重于公司業(yè)務(wù)的股份制商業(yè)銀行分支機(jī)構(gòu),能否專于此,長于此,事關(guān)生存和發(fā)展的可持續(xù)。 后金融危機(jī)時(shí)期,國內(nèi)宏觀形勢不容樂觀,經(jīng)濟(jì)發(fā)展復(fù)雜性和不定性逐漸顯現(xiàn),特別是國際主要經(jīng)濟(jì)體的衰退、國際市場需求的減弱以及國內(nèi)金融業(yè)趨同質(zhì)化競爭的激烈,使銀行業(yè)發(fā)展步入了一個(gè)相對(duì)艱難期。與國外銀行相比,國內(nèi)銀行業(yè)公司業(yè)務(wù)影響仍處于初級(jí)階段,淺嘗于產(chǎn)品營銷和服務(wù)營銷,缺乏科學(xué)的市場營銷體系。本文嘗試綜合運(yùn)用STP、4PS、4RS及關(guān)系營銷等理論,通過對(duì)恒豐銀行紹興支行所處市場、經(jīng)營運(yùn)行情況、現(xiàn)行營銷體系等的全面分析,找出紹興支行公司業(yè)務(wù)營銷的基礎(chǔ)、優(yōu)勢和存在問題。作者在研究中開展了市場調(diào)研,對(duì)客戶滿意度市場調(diào)查結(jié)果,分基本屬性滿意度、公司業(yè)務(wù)開展情況、公司信貸業(yè)務(wù)開展情況等實(shí)行了交叉分析,得出紹興支行在公司業(yè)務(wù)營銷上存在的產(chǎn)品策略、定價(jià)策略、渠道策略、營銷體系四方面問題。繼而進(jìn)行SWOT分析,最后,根據(jù)研究分析的結(jié)果,從STP戰(zhàn)略、4Ps策略、關(guān)系營銷策略等方面給出了恒豐銀行紹興支行公司業(yè)務(wù)的營銷策略設(shè)計(jì),并進(jìn)一步提出了實(shí)施這一策略的保障措施建議。
[Abstract]:The business of the company refers to the banking business which serves the clients of the company. It is the main business content and the profit source of the domestic joint-stock commercial banks. The Shaoxing branch of Hengfeng bank is a branch of the joint-stock commercial bank which focuses on the business of the company.
In the period of the post financial crisis, the domestic macro situation is not optimistic, the complexity and uncertainty of the economic development gradually appear, especially the decline of the international major economies, the weakening of the international market demand and the fierce competition in the domestic financial industry, which has made the development of the banking industry into a relatively difficult period. Compared with the foreign banks, the domestic banks have been compared with the domestic banks The business of the company is still in the primary stage, tasted the product marketing and service marketing, and lack of a scientific marketing system. This paper tries to use the theory of STP, 4PS, 4RS and relationship marketing to find out the general analysis of the market, operation and marketing system of the Shaoxing branch of Hengfeng bank, and find out the branch of Shaoxing branch. The author has carried out market research in the study, carried out a cross analysis on the results of customer satisfaction market survey, the satisfaction of basic attributes, the development of the company business, the development of the company's credit business and so on, and got the product strategy and pricing of the Shaoxing branch in the business marketing of the company. Four aspects of strategy, channel strategy and marketing system. Then SWOT analysis is carried out. Finally, according to the results of the research and analysis, the marketing strategy design of Shaoxing branch company of Hengfeng bank is given from STP strategy, 4Ps strategy and relationship marketing strategy, and the suggestions for implementing this strategy are further proposed.
【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】：2012
【分類號(hào)】：F274;F832.2

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本文編號(hào)：1987865