H銀行哈爾濱分行公司業(yè)務(wù)營銷策略研究
發(fā)布時間：2018-08-10 22:09
【摘要】：隨著中國經(jīng)濟(jì)的不斷發(fā)展，經(jīng)濟(jì)實(shí)力的增強(qiáng)，越來越多的外國企業(yè)及金融機(jī)構(gòu)看好中國市場。截至目前已經(jīng)有超過200家外資銀行進(jìn)入中國市場，隨著外資銀行的大批涌入，加劇了中國金融市場的競爭。到2011年底我國共有各類銀行業(yè)金融機(jī)構(gòu)3萬多家。銀行業(yè)資產(chǎn)占我國全部金融機(jī)構(gòu)資產(chǎn)的90%以上。H銀行是繼東亞銀行、韓亞銀行、摩根大通銀行、韓國國民銀行、奧地利奧和國際銀行之后，第六家在哈爾濱建立分支機(jī)構(gòu)的外資銀行，也是進(jìn)入哈爾濱市場規(guī)模最大的外資銀行。目前哈爾濱已經(jīng)有20多家銀行金融機(jī)構(gòu)，市場競爭異常激烈，，而競爭的核心就是銀行公司業(yè)務(wù)。各家銀行用出各種辦法拓展公司業(yè)務(wù)，爭取客戶。H銀行哈爾濱分行如何在今后的公司業(yè)務(wù)競爭中取得一席之地、爭取到盡量多的客戶，是目前面臨的重大問題，采用什么樣的營銷策略是取得競爭優(yōu)勢的關(guān)鍵所在。 本文通過SWOT分析，對H銀行哈爾濱分行公司業(yè)務(wù)的優(yōu)勢、劣勢、機(jī)遇和威脅進(jìn)行了分析；提出了H銀行哈爾濱分行公司業(yè)務(wù)營銷面臨外部問題及內(nèi)部問題，并對這些問題的成因進(jìn)行了分析。分析了H銀行哈爾濱分行公司業(yè)務(wù)營銷環(huán)境，分別對外部環(huán)境及內(nèi)部環(huán)境進(jìn)行了分析。通過PEST分析對黑龍江省政治、經(jīng)濟(jì)、社會、技術(shù)環(huán)境分別進(jìn)行了分析，對黑龍江省區(qū)域金融環(huán)境進(jìn)行分析，從以上兩個方面對外部營銷環(huán)境進(jìn)行了分析；通過H銀行哈爾濱分行主要業(yè)務(wù)及優(yōu)勢和H銀行風(fēng)險政策及審批流程兩個方面對H銀行哈爾濱分行公司業(yè)務(wù)內(nèi)部營銷環(huán)境進(jìn)行了分析。根據(jù)H銀行哈爾濱分行的營銷目標(biāo)，結(jié)合H銀行哈爾濱分行公司業(yè)務(wù)的自身優(yōu)勢，提出了具體的營銷策略，并提出了確保營銷策略實(shí)施的保障措施。
[Abstract]:With the development of Chinese economy and the enhancement of economic strength, more and more foreign enterprises and financial institutions are optimistic about the Chinese market. Up to now, more than 200 foreign banks have entered the Chinese market, and with the influx of foreign banks, the competition in the Chinese financial market has been intensified. By the end of 2011, China had more than 30,000 banking financial institutions. Banking assets account for more than 90% of the total assets of financial institutions in China. Bank H is after the Bank of East Asia, Asiana Bank, JPMorgan Chase Bank, Korea National Bank, Austrian and Austrian and International Banks. The sixth foreign bank to establish a branch in Harbin is also the largest foreign bank to enter the Harbin market. At present, Harbin has more than 20 banks and financial institutions, the market competition is extremely fierce, and the core of the competition is the banking company business. Each bank uses various methods to expand the company's business, and how to gain a place in the future company business competition and win over as many customers as possible is a major problem facing the Harbin branch of the bank. What kind of marketing strategy is the key to competitive advantage. Through the analysis of SWOT, this paper analyzes the advantages, disadvantages, opportunities and threats of the business of Harbin Branch of H Bank, and puts forward the external and internal problems in the business marketing of Harbin Branch of H Bank. The causes of these problems are analyzed. This paper analyzes the marketing environment of H Bank Harbin Branch Company, and analyzes the external environment and internal environment respectively. This paper analyzes the political, economic, social and technological environment of Heilongjiang Province through PEST analysis, analyzes the regional financial environment of Heilongjiang Province, and analyzes the external marketing environment from the above two aspects. This paper analyzes the internal marketing environment of Harbin Branch of H Bank in terms of its main business and advantages, and the risk policy and approval process of H Bank. According to the marketing target of Harbin Branch of H Bank, combined with the advantages of Harbin Branch Company of H Bank, this paper puts forward specific marketing strategies, and puts forward the guarantee measures to ensure the implementation of marketing strategy.
【學(xué)位授予單位】：哈爾濱工程大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2012
【分類號】：F274;F832.33
本文編號：2176355
[Abstract]:With the development of Chinese economy and the enhancement of economic strength, more and more foreign enterprises and financial institutions are optimistic about the Chinese market. Up to now, more than 200 foreign banks have entered the Chinese market, and with the influx of foreign banks, the competition in the Chinese financial market has been intensified. By the end of 2011, China had more than 30,000 banking financial institutions. Banking assets account for more than 90% of the total assets of financial institutions in China. Bank H is after the Bank of East Asia, Asiana Bank, JPMorgan Chase Bank, Korea National Bank, Austrian and Austrian and International Banks. The sixth foreign bank to establish a branch in Harbin is also the largest foreign bank to enter the Harbin market. At present, Harbin has more than 20 banks and financial institutions, the market competition is extremely fierce, and the core of the competition is the banking company business. Each bank uses various methods to expand the company's business, and how to gain a place in the future company business competition and win over as many customers as possible is a major problem facing the Harbin branch of the bank. What kind of marketing strategy is the key to competitive advantage. Through the analysis of SWOT, this paper analyzes the advantages, disadvantages, opportunities and threats of the business of Harbin Branch of H Bank, and puts forward the external and internal problems in the business marketing of Harbin Branch of H Bank. The causes of these problems are analyzed. This paper analyzes the marketing environment of H Bank Harbin Branch Company, and analyzes the external environment and internal environment respectively. This paper analyzes the political, economic, social and technological environment of Heilongjiang Province through PEST analysis, analyzes the regional financial environment of Heilongjiang Province, and analyzes the external marketing environment from the above two aspects. This paper analyzes the internal marketing environment of Harbin Branch of H Bank in terms of its main business and advantages, and the risk policy and approval process of H Bank. According to the marketing target of Harbin Branch of H Bank, combined with the advantages of Harbin Branch Company of H Bank, this paper puts forward specific marketing strategies, and puts forward the guarantee measures to ensure the implementation of marketing strategy.
【學(xué)位授予單位】：哈爾濱工程大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2012
【分類號】：F274;F832.33
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