本文選題：商業(yè)銀行 + 營銷現(xiàn)狀��； 參考：《華中師范大學》2012年碩士論文

【摘要】：隨著社會主義市場經(jīng)濟不斷發(fā)展,我國金融市場得到進一步活躍,國外銀行的營銷模式理念對我國銀行業(yè)產(chǎn)生很大影響。隨著現(xiàn)代營銷理論的深化,銀行業(yè)以客戶為中心的營銷戰(zhàn)略逐步形成。在商業(yè)銀行的經(jīng)營管理中,市場營銷的地位越來越重要,商業(yè)銀行通過制度管理、人力管理、服務內(nèi)容等來確保和客戶之間建立長期穩(wěn)定的服務對應關(guān)系,進而提升銀行的市場競爭力和盈利能力。 我國商業(yè)銀行目前的營銷模式主要是主客戶營銷管理模式,但是該模式的實際運作現(xiàn)狀并不樂觀,營銷組織體系不完善,營銷策略也比較單一,這與我國國情和社會經(jīng)濟發(fā)展有密切關(guān)系,商業(yè)銀行在營銷模式上的配套制度和系統(tǒng)與資本主義國家銀行相比還有偏差,這也導致我國商業(yè)銀行主客戶營銷模式不能取得如西方發(fā)達國家類似的成效。我國商業(yè)銀行想要在當前競爭激烈的市場中贏得一席之地,就需要深入研究國內(nèi)外商業(yè)銀行營銷模式和營銷策略,然后制定出適合自身發(fā)展和契合國情的市場營銷策略,在這個過程中要堅持貫徹以客戶為關(guān)注焦點,只有贏得了顧客才能贏得市場。 論文立足于以上背景,在分析商業(yè)銀行營銷理論的基礎(chǔ)上,剖析我國商業(yè)銀行營銷模式的發(fā)展現(xiàn)狀和主要營銷模式,結(jié)合某商業(yè)銀行營銷模式實例進行分析,探討了商業(yè)銀行營銷模式的實踐問題,針對目前商業(yè)銀行營銷模式上存在的問題提出建議對策,以對現(xiàn)有營銷模式進行適當改革,推動我國商業(yè)銀行經(jīng)營效率提升。 論文第一章梳理了當前關(guān)于商業(yè)銀行營銷模式的研究背景,回顧了國內(nèi)外研究現(xiàn)狀；第二章對我國商業(yè)銀行營銷模式進行整理和歸納,分析了我國商業(yè)銀行營銷模式的發(fā)展現(xiàn)狀和主要營銷模式；第三章以我國某商業(yè)銀行某地支行為例,總結(jié)出當前我國商業(yè)銀行營銷模式上主要存在營銷觀念認識不足、營銷組織體系不完善、營銷策略單一、營銷業(yè)務單一這幾方面的問題；第四章結(jié)合商業(yè)銀行營銷模式實例,指出商業(yè)銀行應該從完善營銷組織機構(gòu)、積極進行產(chǎn)品創(chuàng)新、拓展銀行業(yè)務、加快人才培養(yǎng)和儲備、建立綜合化經(jīng)營的信息技術(shù)平臺這幾方面進行改進和創(chuàng)新；第五章是對全文的總結(jié),包括本文的總結(jié)和不足之處。
[Abstract]:With the continuous development of socialist market economy, our financial market has been further active, and the marketing model of foreign banks has a great impact on our banking industry. With the deepening of modern marketing theory, the customer-centered marketing strategy is gradually formed in the banking industry. In the management of commercial banks, the position of marketing is becoming more and more important. Through system management, manpower management, service content and so on, commercial banks ensure the establishment of long-term stable service correspondence with customers. Then enhance the market competitiveness and profitability of banks. The current marketing mode of commercial banks in China is mainly the main customer marketing management mode. However, the actual operation of this model is not optimistic, the marketing organization system is not perfect, and the marketing strategy is relatively single. This is closely related to China's national conditions and social and economic development. Commercial banks' supporting systems and systems in the marketing model are still deviated from those of capitalist national banks. This also leads to the main customer marketing model of commercial banks in China can not achieve similar results as western developed countries. If China's commercial banks want to win a place in the current competitive market, it is necessary to deeply study the marketing model and marketing strategies of domestic and foreign commercial banks, and then formulate marketing strategies suitable for their own development and national conditions. In this process to adhere to the implementation of customer-focused attention, only to win the customer to win the market. Based on the above background, based on the analysis of the marketing theory of commercial banks, this paper analyzes the current situation and main marketing models of the marketing models of commercial banks in China. This paper probes into the practical problems of the marketing mode of commercial banks, and puts forward some countermeasures in view of the problems existing in the marketing mode of commercial banks at present, in order to carry on the proper reform of the existing marketing modes and promote the efficiency of commercial banks in our country. The first chapter combs the current research background of the commercial bank marketing model, reviews the domestic and foreign research status, the second chapter collates and summarizes the commercial bank marketing model of our country. This paper analyzes the development status and main marketing mode of commercial bank marketing mode in our country, the third chapter takes a branch of a commercial bank in our country as an example, and concludes that there is a lack of understanding of marketing concept in the marketing mode of commercial bank in our country at present. The fourth chapter combines with the example of marketing mode of commercial banks, points out that commercial banks should actively carry out product innovation from perfecting marketing organization, marketing strategy and marketing business. The fifth chapter is the summary of the full text, including the summary and deficiency of this paper.
【學位授予單位】：華中師范大學
【學位級別】：碩士
【學位授予年份】：2012
【分類號】：F274;F832.33

【引證文獻】

相關(guān)期刊論文 前1條

1 楊紅娟;介斯瑞;;工商銀行云南分行的直接營銷模式研究[J];中國商貿(mào);2013年08期

相關(guān)碩士學位論文 前1條

1 程躍玲;我國商業(yè)銀行供應鏈金融業(yè)務的營銷策略研究[D];安徽大學;2013年

，

本文編號：2064036