發(fā)布時(shí)間：2018-06-25 02:09

  本文選題：商業(yè)銀行 + 營(yíng)銷(xiāo)現(xiàn)狀��； 參考：《華中師范大學(xué)》2012年碩士論文

【摘要】：隨著社會(huì)主義市場(chǎng)經(jīng)濟(jì)不斷發(fā)展,我國(guó)金融市場(chǎng)得到進(jìn)一步活躍,國(guó)外銀行的營(yíng)銷(xiāo)模式理念對(duì)我國(guó)銀行業(yè)產(chǎn)生很大影響。隨著現(xiàn)代營(yíng)銷(xiāo)理論的深化,銀行業(yè)以客戶(hù)為中心的營(yíng)銷(xiāo)戰(zhàn)略逐步形成。在商業(yè)銀行的經(jīng)營(yíng)管理中,市場(chǎng)營(yíng)銷(xiāo)的地位越來(lái)越重要,商業(yè)銀行通過(guò)制度管理、人力管理、服務(wù)內(nèi)容等來(lái)確保和客戶(hù)之間建立長(zhǎng)期穩(wěn)定的服務(wù)對(duì)應(yīng)關(guān)系,進(jìn)而提升銀行的市場(chǎng)競(jìng)爭(zhēng)力和盈利能力。 我國(guó)商業(yè)銀行目前的營(yíng)銷(xiāo)模式主要是主客戶(hù)營(yíng)銷(xiāo)管理模式,但是該模式的實(shí)際運(yùn)作現(xiàn)狀并不樂(lè)觀,營(yíng)銷(xiāo)組織體系不完善,營(yíng)銷(xiāo)策略也比較單一,這與我國(guó)國(guó)情和社會(huì)經(jīng)濟(jì)發(fā)展有密切關(guān)系,商業(yè)銀行在營(yíng)銷(xiāo)模式上的配套制度和系統(tǒng)與資本主義國(guó)家銀行相比還有偏差,這也導(dǎo)致我國(guó)商業(yè)銀行主客戶(hù)營(yíng)銷(xiāo)模式不能取得如西方發(fā)達(dá)國(guó)家類(lèi)似的成效。我國(guó)商業(yè)銀行想要在當(dāng)前競(jìng)爭(zhēng)激烈的市場(chǎng)中贏得一席之地,就需要深入研究國(guó)內(nèi)外商業(yè)銀行營(yíng)銷(xiāo)模式和營(yíng)銷(xiāo)策略,然后制定出適合自身發(fā)展和契合國(guó)情的市場(chǎng)營(yíng)銷(xiāo)策略,在這個(gè)過(guò)程中要堅(jiān)持貫徹以客戶(hù)為關(guān)注焦點(diǎn),只有贏得了顧客才能贏得市場(chǎng)。 論文立足于以上背景,在分析商業(yè)銀行營(yíng)銷(xiāo)理論的基礎(chǔ)上,剖析我國(guó)商業(yè)銀行營(yíng)銷(xiāo)模式的發(fā)展現(xiàn)狀和主要營(yíng)銷(xiāo)模式,結(jié)合某商業(yè)銀行營(yíng)銷(xiāo)模式實(shí)例進(jìn)行分析,探討了商業(yè)銀行營(yíng)銷(xiāo)模式的實(shí)踐問(wèn)題,針對(duì)目前商業(yè)銀行營(yíng)銷(xiāo)模式上存在的問(wèn)題提出建議對(duì)策,以對(duì)現(xiàn)有營(yíng)銷(xiāo)模式進(jìn)行適當(dāng)改革,推動(dòng)我國(guó)商業(yè)銀行經(jīng)營(yíng)效率提升。 論文第一章梳理了當(dāng)前關(guān)于商業(yè)銀行營(yíng)銷(xiāo)模式的研究背景,回顧了國(guó)內(nèi)外研究現(xiàn)狀；第二章對(duì)我國(guó)商業(yè)銀行營(yíng)銷(xiāo)模式進(jìn)行整理和歸納,分析了我國(guó)商業(yè)銀行營(yíng)銷(xiāo)模式的發(fā)展現(xiàn)狀和主要營(yíng)銷(xiāo)模式；第三章以我國(guó)某商業(yè)銀行某地支行為例,總結(jié)出當(dāng)前我國(guó)商業(yè)銀行營(yíng)銷(xiāo)模式上主要存在營(yíng)銷(xiāo)觀念認(rèn)識(shí)不足、營(yíng)銷(xiāo)組織體系不完善、營(yíng)銷(xiāo)策略單一、營(yíng)銷(xiāo)業(yè)務(wù)單一這幾方面的問(wèn)題；第四章結(jié)合商業(yè)銀行營(yíng)銷(xiāo)模式實(shí)例,指出商業(yè)銀行應(yīng)該從完善營(yíng)銷(xiāo)組織機(jī)構(gòu)、積極進(jìn)行產(chǎn)品創(chuàng)新、拓展銀行業(yè)務(wù)、加快人才培養(yǎng)和儲(chǔ)備、建立綜合化經(jīng)營(yíng)的信息技術(shù)平臺(tái)這幾方面進(jìn)行改進(jìn)和創(chuàng)新；第五章是對(duì)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(xué)位授予單位】：華中師范大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2012
【分類(lèi)號(hào)】：F274;F832.33

【引證文獻(xiàn)】

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(yíng)銷(xiāo)模式研究[J];中國(guó)商貿(mào);2013年08期

相關(guān)碩士學(xué)位論文 前1條

1 程躍玲;我國(guó)商業(yè)銀行供應(yīng)鏈金融業(yè)務(wù)的營(yíng)銷(xiāo)策略研究[D];安徽大學(xué);2013年

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本文編號(hào)：2064036