【摘要】：在國(guó)家開發(fā)銀行寧夏分行由政策性金融機(jī)構(gòu)向商業(yè)性金融機(jī)構(gòu)的轉(zhuǎn)型過程中,如何在新的形勢(shì)下繼續(xù)發(fā)揮自身優(yōu)勢(shì),不斷提高市場(chǎng)競(jìng)爭(zhēng)力,一直是國(guó)家開發(fā)銀行寧夏分行不斷探索的問題。本文在國(guó)家開發(fā)銀行總行制定的發(fā)展框架下,結(jié)合寧夏回族自治區(qū)的區(qū)情和寧夏分行的實(shí)際情況,運(yùn)用金融營(yíng)銷、開發(fā)性金融理論以及市場(chǎng)營(yíng)銷等相關(guān)理論,通過對(duì)分行的經(jīng)營(yíng)發(fā)展取向、外部營(yíng)銷環(huán)境、內(nèi)部經(jīng)營(yíng)環(huán)境逐一進(jìn)行分析,并運(yùn)用SWOT分析模型,提出了WO-ST-SO的營(yíng)銷戰(zhàn)略組合；通過對(duì)國(guó)家開發(fā)銀行寧夏分行營(yíng)銷體系現(xiàn)狀及存在問題的分析,提出國(guó)家開發(fā)銀行寧夏分行需要在營(yíng)銷管理體系上實(shí)現(xiàn)從自上而下行政式管理體系向客戶導(dǎo)向型的服務(wù)管理體系轉(zhuǎn)變；結(jié)合11P理論,通過市場(chǎng)細(xì)分、目標(biāo)市場(chǎng)選擇和市場(chǎng)定位分析,明確了國(guó)家開發(fā)銀行寧夏分行在現(xiàn)有目標(biāo)市場(chǎng)的基礎(chǔ)上,需要進(jìn)一步清晰市場(chǎng)定位,成為“依托中長(zhǎng)期貸款業(yè)務(wù)為重點(diǎn)企業(yè)客戶提供全面金融服務(wù)的銀行”；運(yùn)用服務(wù)利潤(rùn)鏈的理念,以提高客戶滿意度為方向,在產(chǎn)品、價(jià)格、渠道和營(yíng)銷傳播組合等多個(gè)方面提出了具體的策略。希望對(duì)推動(dòng)國(guó)家開發(fā)銀行寧夏分行的持續(xù)健康發(fā)展有一定的借鑒意義。
[Abstract]:In the course of the transformation of the Ningxia Branch of the China Development Bank from a policy-oriented financial institution to a commercial financial institution, how to continue to give play to its own advantages in the new situation and continuously improve its market competitiveness, Has been the China Development Bank Ningxia Branch to explore the problem. Based on the development framework formulated by the head office of the China Development Bank and the actual situation of Ningxia Hui Autonomous region and Ningxia Branch, this paper applies relevant theories, such as financial marketing, developmental finance theory and marketing, etc. By analyzing the development orientation of the branch, the external marketing environment and the internal operating environment one by one, and using the SWOT analysis model, the paper puts forward the marketing strategy combination of WO-ST-SO. Through the analysis of the current situation and existing problems of the marketing system of China Development Bank Ningxia Branch, The paper points out that Ningxia Branch of China Development Bank needs to transform from top-down administrative management system to customer-oriented service management system in marketing management system. Combined with 11P theory, through market segmentation, target market selection and market positioning analysis, it is clear that China Development Bank Ningxia Branch needs to further clarify the market positioning on the basis of the existing target market. Become "rely on the medium and long term loan business for the key enterprise customers to provide comprehensive financial services bank"; By using the idea of service profit chain, this paper puts forward some specific strategies in the aspects of product, price, channel and marketing communication combination in order to improve customer satisfaction. Hope to promote the sustainable and healthy development of China Development Bank Ningxia Branch has certain reference significance.
【學(xué)位授予單位】：寧夏大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2012
【分類號(hào)】：F274;F832.33

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