【摘要】：當(dāng)前隨著市場化、國際化程度的不斷提高,各種不確定、不穩(wěn)定因素增多,我國銀行業(yè)長期賴以生存的經(jīng)濟(jì)高增長、信貸高投放的經(jīng)營環(huán)境漸行漸遠(yuǎn),傳統(tǒng)的靠存貸業(yè)務(wù)來謀求生存的手段已經(jīng)不再適應(yīng)商業(yè)銀行的發(fā)展,我國商業(yè)銀行亟需轉(zhuǎn)變發(fā)展結(jié)構(gòu)。中間業(yè)務(wù)本身風(fēng)險小、成本低、收益高,創(chuàng)新優(yōu)勢強(qiáng)等特征,是各大商業(yè)銀行用來擴(kuò)展利潤渠道,規(guī)避經(jīng)營風(fēng)險的首選。但無論是從業(yè)務(wù)品種、業(yè)務(wù)規(guī)模還是業(yè)務(wù)收入方面,國內(nèi)商業(yè)銀行與西方發(fā)達(dá)國家商業(yè)銀行存在著比較大的差距。 本文以招商銀行長沙分行作為研究對象,運(yùn)用現(xiàn)代企業(yè)管理思想和市場營銷理論進(jìn)行研究,就如何增強(qiáng)招商銀行長沙分行中間業(yè)務(wù)營銷能力,提高企業(yè)競爭力,提出適合行業(yè)發(fā)展趨勢和企業(yè)特點(diǎn)的營銷策略。首先運(yùn)用PEST、 SWOT等環(huán)境分析法分析我國銀行中間業(yè)務(wù)的宏觀環(huán)境、行業(yè)競爭狀況,對該公司的內(nèi)部條件、優(yōu)勢、劣勢、機(jī)會和威脅進(jìn)行闡述,然后運(yùn)用營銷組合理論,制定中間業(yè)務(wù)產(chǎn)品策略、價格策略、渠道策略、促銷策略,最后,分別從信息支持、品牌建設(shè)、風(fēng)險防范、人才培養(yǎng)四個方面提出了公司市場營銷策略實(shí)施的保障條件。
[Abstract]:At present, with the marketization and the increasing degree of internationalization, various uncertain and unstable factors are increasing. The economic growth that our banking industry depends on for a long time is high and the operating environment of high credit supply is gradually distancing. The traditional means of survival by deposit and loan business are no longer adapted to the development of commercial banks, and the development structure of commercial banks in China needs to be changed urgently. The intermediate business itself has the characteristics of low risk, low cost, high income, strong innovation advantage and so on. It is the first choice for commercial banks to expand profit channels and avoid operating risks. However, there is a big gap between domestic commercial banks and western developed commercial banks in terms of business variety, business scale and business income. This paper takes Changsha Branch of China Merchants Bank as the research object, applies the modern enterprise management thought and the marketing theory to carry on the research, on how to strengthen the middle business marketing ability of Changsha Branch of China Merchants Bank, and improve the competitiveness of the enterprises. The marketing strategy suitable for the development trend of the industry and the characteristics of the enterprise is put forward. First, using environmental analysis method such as pest, SWOT and so on, to analyze the macro environment, industry competition, internal conditions, advantages, disadvantages, opportunities and threats of the bank intermediary business in China, and then use the marketing combination theory, and analyze the internal conditions, strengths, weaknesses, opportunities and threats of the company. Finally, from four aspects of information support, brand construction, risk prevention and talent training, the paper puts forward the guarantee conditions of the company's marketing strategy implementation.
【學(xué)位授予單位】：中南大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2012
【分類號】：F832.2

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