發(fā)布時(shí)間：2018-06-24 16:11

  本文選題：市場(chǎng)營銷策略 + 中小型商業(yè)銀行�。� 參考：《南京大學(xué)》2012年碩士論文

【摘要】：隨著我國改革開放政策的實(shí)施,經(jīng)濟(jì)得到了飛速發(fā)展,我國的金融領(lǐng)域也發(fā)生了深刻的變化。九十年代以來的二十年間,我國的金融行業(yè)越來越融入世界金融體系。幾大國有銀行紛紛上市,外資參股股份制銀行,銀行間的合并時(shí)有發(fā)生。尤其是加入WTO后,外資銀行開始大舉進(jìn)入,或開設(shè)分支機(jī)構(gòu),或入股國內(nèi)已有商業(yè)銀行,國內(nèi)銀行間的競爭壓力越發(fā)加劇。銀行業(yè)在產(chǎn)品服務(wù)、營銷等方面發(fā)生翻天覆地的變化。近年,我國的第一家上市銀行深圳發(fā)展銀行被我國保險(xiǎn)業(yè)巨頭平安集團(tuán)收購,深發(fā)展和平安銀行現(xiàn)在正面臨著兩行合并。深發(fā)展南京分行的營銷策略將面臨重大調(diào)整。在此背景下,本文的研究主題有著一定的現(xiàn)實(shí)意義。 本文首先通過企業(yè)市場(chǎng)營銷策略概念引入中小型商業(yè)銀行市場(chǎng)營銷策略問題,兩者在理論上是相通的,梳理了中小型商業(yè)銀行市場(chǎng)營銷策略的一些基本概念,并簡要闡述了研究中小型商業(yè)銀行市場(chǎng)營銷策略問題的理論分析框架。其次,本文重點(diǎn)闡述了深圳發(fā)展銀行南京分行十年來的經(jīng)營狀況及市場(chǎng)營銷策略的歷史演進(jìn),同時(shí)指出南京分行市場(chǎng)營銷策略存在的問題。再次,本文介紹并分析了國內(nèi)商業(yè)銀行的市場(chǎng)營銷策略的現(xiàn)狀、不足,國外商業(yè)銀行市場(chǎng)營銷策略值得借鑒的經(jīng)驗(yàn)。最后,在前述研究的基礎(chǔ)上,本文重點(diǎn)研究深發(fā)展與平安銀行合并后南京分行市場(chǎng)營銷策略分析,對(duì)南京分行可以采用的營銷策略提出一些對(duì)策性建議。同時(shí)指出進(jìn)一步研究的方向。
[Abstract]:With the implementation of China's reform and opening policy, the economy has developed rapidly, and the financial field of our country has also undergone profound changes. Since 1990 s, China's financial industry has been more and more integrated into the world financial system. Several state-owned banks have listed, foreign shares in joint-stock banks, bank mergers have occurred from time to time. Especially after China's entry into the WTO, foreign banks began to enter or set up branches on a large scale, or to invest in domestic commercial banks, and the competitive pressure among domestic banks became more and more intense. The banking industry in product service, marketing and other aspects have undergone earth-shaking changes. In recent years, Shenzhen Development Bank, the first listed bank in China, has been acquired by Ping an Group, the Chinese insurance giant. Shenzhen Development Bank and Ping an Bank are now facing the merger of two banks. The marketing strategy of deep development Nanjing branch will face major adjustment. In this context, the theme of this paper has a certain practical significance. This paper first introduces the marketing strategy of small and medium-sized commercial banks through the concept of enterprise marketing strategy. The two are connected in theory, combing some basic concepts of the marketing strategy of small and medium-sized commercial banks. The theoretical analysis framework of the marketing strategy of medium and small commercial banks is briefly expounded. Secondly, this paper focuses on the management situation and the historical evolution of the marketing strategy of the Nanjing Branch of Shenzhen Development Bank in the past ten years, and points out the problems existing in the marketing strategy of the Nanjing Branch. Thirdly, this paper introduces and analyzes the current situation of the domestic commercial bank's marketing strategy, the insufficiency, the foreign commercial bank's marketing strategy is worth using for reference experience. Finally, on the basis of the above research, this paper focuses on the analysis of the marketing strategy of Nanjing Branch after the merger of Deep Development and Ping an Bank, and puts forward some suggestions on the marketing strategy that can be adopted by Nanjing Branch. At the same time, the direction of further research is pointed out.
【學(xué)位授予單位】：南京大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2012
【分類號(hào)】：F832.33

【參考文獻(xiàn)】

相關(guān)期刊論文 前7條

1 張吉光;;2008年城市商業(yè)銀行發(fā)展分析[J];銀行家;2008年12期

2 陳科;宋增基;;戰(zhàn)略投資者、公司治理與銀行績效——對(duì)中國城市商業(yè)銀行的實(shí)證研究[J];金融論壇;2008年12期

3 熊繼洲;城市商業(yè)銀行制度安排缺陷及改進(jìn)[J];當(dāng)代經(jīng)濟(jì)科學(xué);2004年01期

4 楊明章;;城市商業(yè)銀行實(shí)施新資本協(xié)議之我見[J];大連海事大學(xué)學(xué)報(bào)(社會(huì)科學(xué)版);2007年06期

5 李元旭;中國非國有商業(yè)銀行與外資銀行競爭力比較研究[J];國際金融研究;2000年03期

6 張小兵;我國中小商業(yè)銀行民營化途徑選擇[J];企業(yè)經(jīng)濟(jì);2003年10期

7 杜勝;我國中小商業(yè)銀行的現(xiàn)狀、問題及應(yīng)對(duì)策略[J];上海金融;2002年11期

，

本文編號(hào)：2062109