BOG銀行公司客戶業(yè)務(wù)營銷分析
發(fā)布時(shí)間：2019-05-06 06:03
【摘要】：金融機(jī)構(gòu)之間市場競爭的關(guān)鍵在于贏得客戶,掌握客戶資源的金融機(jī)構(gòu)必然在競爭中取得優(yōu)勢,正所謂“得客戶者得天下”。BOG銀行作為一家區(qū)域性的本土銀行,經(jīng)過多年的發(fā)展,綜合實(shí)力不斷增強(qiáng),取得了可喜的成績。但是,作為一家年輕的金融機(jī)構(gòu),橫向比較其他商業(yè)銀行,BOG銀行在公司業(yè)務(wù)的營銷方面也存在著諸多問題和不足之處。本文就是在貴陽實(shí)際發(fā)展的基礎(chǔ)上,運(yùn)用SWOT分析方法對當(dāng)前BOG銀行公司業(yè)務(wù)發(fā)展的優(yōu)勢、劣勢、機(jī)會和威脅進(jìn)行分析論述,認(rèn)為BOG銀行作為地方性中小銀行,其主要作用就是服務(wù)地方經(jīng)濟(jì),服務(wù)當(dāng)?shù)刂行∑髽I(yè),服務(wù)城市居民。因此,應(yīng)以中小企業(yè)和城市居民為基本客戶群,因地制宜,科學(xué)定位,制定切實(shí)有效的發(fā)展戰(zhàn)略,不斷開發(fā)符合市場需求的新產(chǎn)品,加強(qiáng)對地方經(jīng)濟(jì)建設(shè)和中小企業(yè)的支持力度,為城市居民提供更優(yōu)質(zhì)的金融服務(wù),開拓生存空間。 本文的研究目的,就是希望通過對BOG銀行的公司客戶業(yè)務(wù)營銷進(jìn)行系統(tǒng)的研究,為相關(guān)的金融機(jī)構(gòu)業(yè)務(wù)管理者提供一些理論參考和建議。 本文的研究以BOG銀行的公司客戶業(yè)務(wù)營銷為主題,定位于實(shí)現(xiàn)BOG銀行的公司客戶業(yè)務(wù)營銷組織和策略的完善的目標(biāo),循著這樣的思路,文章具體的邏輯結(jié)構(gòu)與主要內(nèi)容展開如下： 第一部分是緒論,介紹了論文的研究背景和研究意義、國內(nèi)外研究概況、本文的研究方法和研究內(nèi)容。 第二部分是對BOG銀行公司客戶業(yè)務(wù)營銷現(xiàn)狀進(jìn)行研究,主要是從BOG銀行的組織架構(gòu)、業(yè)務(wù)流程、產(chǎn)品、行業(yè)、客戶等方面進(jìn)行分析。 第三部分是研究BOG銀行及其公司業(yè)務(wù)營銷中存在的問題以及表現(xiàn),深刻分析存在問題的原因,為后續(xù)公司業(yè)務(wù)營銷發(fā)展奠定基礎(chǔ)。 第四部分通過運(yùn)用SWOT分析方法對BOG銀行公司客戶業(yè)務(wù)營銷所面臨的優(yōu)勢、劣勢、機(jī)會和威脅進(jìn)行分析論述,得出BOG銀行公司業(yè)務(wù)營銷主要的問題有那些。 第五部分是對BOG銀行公司業(yè)務(wù)營銷發(fā)展策略提出了建議。首先是建立完善的公司業(yè)務(wù)營銷組織和企業(yè)文化精神。二是提出了BOG銀行的市場策略。三是提出了要重視項(xiàng)目庫建設(shè)的建議。四是提出了BOG銀行營銷策略的選擇：五是提出了重視新客戶開發(fā)的建議。
[Abstract]:The key to market competition among financial institutions is to win customers, and financial institutions that master customer resources must gain an advantage in the competition. BOG Bank, as a regional local bank, is the so-called "winner of customers in the world". After years of development, comprehensive strength continues to strengthen, has achieved gratifying results. However, as a young financial institution, horizontal comparison of other commercial banks, BOG Bank also has many problems and shortcomings in the marketing of the company's business. On the basis of the actual development of Guiyang, this paper analyzes and discusses the advantages, disadvantages, opportunities and threats of the business development of the current BOG bank company by using the SWOT analysis method, and thinks that the BOG bank is a small and medium-sized local bank. Its main function is serving the local economy, serving the local small and medium-sized enterprises, serving the city residents. Therefore, small and medium-sized enterprises and urban residents should be the basic customer groups, adapt to local conditions, scientifically position, formulate practical and effective development strategies, and constantly develop new products that meet the needs of the market. To strengthen the local economic construction and small and medium-sized enterprises support efforts to provide better financial services for urban residents, open up room for survival. The purpose of this paper is to provide some theoretical references and suggestions for the business managers of financial institutions through the systematic study of the corporate customer marketing of BOG Bank. Based on the theme of BOG bank's corporate customer marketing, this paper focuses on the goal of realizing the perfect marketing organization and strategy of BOG bank's corporate customer business, and follows this way of thinking. The logical structure and main contents of this paper are as follows: the first part is the introduction, which introduces the research background and significance of the paper, the general situation of the research at home and abroad, the research methods and research contents of this paper. The second part is to study the current situation of BOG Bank's customer marketing, mainly from the aspects of BOG Bank's organizational structure, business process, products, industry, customers and so on. The third part is to study the problems existing in the business marketing of BOG Bank and its company, and analyze the reasons of the problems deeply, so as to lay a foundation for the development of business marketing of the follow-up companies. The fourth part analyzes the advantages, disadvantages, opportunities and threats of BOG Bank Company's customer marketing by using SWOT analysis method, and concludes that the main problems of BOG Bank Company's business marketing are those. The fifth part is to the BOG bank company business marketing development strategy put forward the suggestion. The first is to establish a sound corporate business marketing organization and corporate culture spirit. The second is to put forward the market strategy of BOG bank. Third, put forward the suggestion that we should attach importance to the construction of the project database. Fourth, put forward the choice of marketing strategy of BOG bank: fifth, put forward the suggestion of attaching importance to the development of new customers.
【學(xué)位授予單位】：西南財(cái)經(jīng)大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2012
【分類號】：F832.2
本文編號：2469942
[Abstract]:The key to market competition among financial institutions is to win customers, and financial institutions that master customer resources must gain an advantage in the competition. BOG Bank, as a regional local bank, is the so-called "winner of customers in the world". After years of development, comprehensive strength continues to strengthen, has achieved gratifying results. However, as a young financial institution, horizontal comparison of other commercial banks, BOG Bank also has many problems and shortcomings in the marketing of the company's business. On the basis of the actual development of Guiyang, this paper analyzes and discusses the advantages, disadvantages, opportunities and threats of the business development of the current BOG bank company by using the SWOT analysis method, and thinks that the BOG bank is a small and medium-sized local bank. Its main function is serving the local economy, serving the local small and medium-sized enterprises, serving the city residents. Therefore, small and medium-sized enterprises and urban residents should be the basic customer groups, adapt to local conditions, scientifically position, formulate practical and effective development strategies, and constantly develop new products that meet the needs of the market. To strengthen the local economic construction and small and medium-sized enterprises support efforts to provide better financial services for urban residents, open up room for survival. The purpose of this paper is to provide some theoretical references and suggestions for the business managers of financial institutions through the systematic study of the corporate customer marketing of BOG Bank. Based on the theme of BOG bank's corporate customer marketing, this paper focuses on the goal of realizing the perfect marketing organization and strategy of BOG bank's corporate customer business, and follows this way of thinking. The logical structure and main contents of this paper are as follows: the first part is the introduction, which introduces the research background and significance of the paper, the general situation of the research at home and abroad, the research methods and research contents of this paper. The second part is to study the current situation of BOG Bank's customer marketing, mainly from the aspects of BOG Bank's organizational structure, business process, products, industry, customers and so on. The third part is to study the problems existing in the business marketing of BOG Bank and its company, and analyze the reasons of the problems deeply, so as to lay a foundation for the development of business marketing of the follow-up companies. The fourth part analyzes the advantages, disadvantages, opportunities and threats of BOG Bank Company's customer marketing by using SWOT analysis method, and concludes that the main problems of BOG Bank Company's business marketing are those. The fifth part is to the BOG bank company business marketing development strategy put forward the suggestion. The first is to establish a sound corporate business marketing organization and corporate culture spirit. The second is to put forward the market strategy of BOG bank. Third, put forward the suggestion that we should attach importance to the construction of the project database. Fourth, put forward the choice of marketing strategy of BOG bank: fifth, put forward the suggestion of attaching importance to the development of new customers.
【學(xué)位授予單位】：西南財(cái)經(jīng)大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2012
【分類號】：F832.2
【參考文獻(xiàn)】
相關(guān)期刊論文 前1條
1 張艷瑩;美國網(wǎng)絡(luò)銀行經(jīng)營模式分析及其啟示[J];現(xiàn)代財(cái)經(jīng)-天津財(cái)經(jīng)學(xué)院學(xué)報(bào);2002年06期
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