本文關(guān)鍵詞：中信銀行南昌分行零售業(yè)務(wù)營(yíng)銷策略研究　出處：《江西財(cái)經(jīng)大學(xué)》2015年碩士論文　論文類型：學(xué)位論文

  更多相關(guān)文章： 零售業(yè)務(wù) 中信銀行 4P理論分析

【摘要】：隨著中國(guó)加入WTO組織和經(jīng)濟(jì)的不斷發(fā)展、人民收入水平的不斷提升、我國(guó)經(jīng)濟(jì)政策不斷調(diào)整和完善,銀行業(yè)正處在一個(gè)快速發(fā)展的時(shí)代。零售業(yè)務(wù)由于其利潤(rùn)率較高,所面臨的風(fēng)險(xiǎn)較低,以及其遠(yuǎn)大的發(fā)展前景,如今已經(jīng)成為各大商業(yè)銀行發(fā)展的重點(diǎn)和關(guān)鍵。盡管商業(yè)銀行零售業(yè)務(wù)發(fā)展迅猛,但整體依舊處于起步階段,在發(fā)展過(guò)程中存在許多問(wèn)題。而隨著銀行業(yè)深化改革不斷推進(jìn),如何發(fā)展好銀行零售業(yè)務(wù),成為整個(gè)銀行業(yè)研究的重點(diǎn)。目前江西境內(nèi)已有近20家商業(yè)銀行,由此可見(jiàn)銀行間的競(jìng)爭(zhēng)愈演愈烈,零售業(yè)務(wù)更是如此。中信銀行南昌分行作為南昌市的新建支行,入駐江西僅有7年時(shí)間,作為市場(chǎng)競(jìng)爭(zhēng)的后入者,在新形勢(shì)下,如何順應(yīng)改革潮流,如何提升零售業(yè)務(wù)水平是中信銀行南昌分行所面對(duì)的一個(gè)重要問(wèn)題,同時(shí)也是本文研究的重點(diǎn)。本文分五個(gè)部分對(duì)中信銀行南昌分行零售業(yè)務(wù)的發(fā)展及其營(yíng)銷策略進(jìn)行了研究。第一部分為緒論,闡述本文研究的背景與意義、國(guó)內(nèi)外研究現(xiàn)狀以及研究?jī)?nèi)容與思路等等。第二部分為論文的理論支撐,通過(guò)零售業(yè)務(wù)營(yíng)銷的4P理論分析和波特五力模型分析法、4C理論對(duì)中信銀行南昌分行零售業(yè)務(wù)的發(fā)展策略進(jìn)行分析。第三部分為中信銀行南昌分行零售業(yè)務(wù)營(yíng)銷的內(nèi)部環(huán)境分析。從南昌分行零售業(yè)務(wù)現(xiàn)狀到分析營(yíng)銷過(guò)程中存在的問(wèn)題,并提出了銷售化網(wǎng)點(diǎn)轉(zhuǎn)型的背景分析,網(wǎng)點(diǎn)轉(zhuǎn)型中遇到的困難和危機(jī),和網(wǎng)點(diǎn)轉(zhuǎn)型對(duì)南昌分行零售業(yè)務(wù)發(fā)展發(fā)揮的作用。第四部分為中信銀行南昌分行零售業(yè)務(wù)營(yíng)銷的外部環(huán)境分析,主要是從宏觀環(huán)境分析和微觀環(huán)境分析兩個(gè)方面進(jìn)行分析。第五部分通過(guò)產(chǎn)品營(yíng)銷的四種策略對(duì)中信銀行零售業(yè)務(wù)的發(fā)展進(jìn)行了建議分析。最后為文章的結(jié)論。
[Abstract]:With China's entry into the WTO and the continuous development of the economy, the level of people's income continues to improve, China's economic policy is constantly adjusted and improved. The banking industry is in an era of rapid development. Because of its high profit margins, retail business faces lower risks and has a bright future. Nowadays, it has become the focus and key to the development of commercial banks. Although the retail business of commercial banks is developing rapidly, the whole business is still in its infancy. There are many problems in the process of development. However, with the deepening of banking reform, how to develop the banking retail business has become the focus of the whole banking research. At present, there are nearly 20 commercial banks in Jiangxi Province. It can be seen that the competition between banks intensified, retail business is even more so. As a new branch of Nanchang City, Citic Bank Nanchang Branch has been in Jiangxi for only 7 years, as the latter entrant of market competition. In the new situation, how to comply with the trend of reform, how to improve the level of retail business is an important issue facing the Nanchang Branch of CITIC Bank. At the same time, it is also the focus of this paper. This paper is divided into five parts to study the development of retail business and its marketing strategy of Nanchang Branch of CITIC Bank. The first part is the introduction, which describes the background and significance of this study. The second part is the theoretical support of the paper, through the 4p theoretical analysis of retail business marketing and Porter's five-force model analysis. 4C theory analyzes the development strategy of retail business of Nanchang branch of CITIC bank. The third part is the internal environment analysis of retail business marketing of Nanchang branch of CITIC bank. From the present situation of retail business of Nanchang branch to the analysis of marketing. Problems in the process. And put forward the marketing network transformation background analysis, network transformation encountered difficulties and crises. 4th part is the external environment analysis of retail business marketing of Nanchang Branch of CITIC Bank. The 5th part analyzes the development of retail business of CITIC Bank through four strategies of product marketing. Finally, the conclusion of the article is given.
【學(xué)位授予單位】：江西財(cái)經(jīng)大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2015
【分類號(hào)】：F274;F832.2

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