本文選題：LY銀行鄭州分行 + POS業(yè)務(wù)��； 參考：《鄭州大學(xué)》2015年碩士論文

【摘要】：LY銀行鄭州分行自2009年成立以來,良好的業(yè)績發(fā)展,優(yōu)質(zhì)的用戶沉淀,使得其不再只是一家地區(qū)性的銀行,而是向提供區(qū)域性功能的服務(wù)型銀行發(fā)展。POS業(yè)務(wù)作為銀行的主要營銷業(yè)務(wù)之一,能夠?yàn)殂y行積累大量的優(yōu)質(zhì)客戶,為銀行增加資金沉淀基礎(chǔ),能夠?yàn)殂y行的快速發(fā)展提供有力保障。LY銀行鄭州分行也在不斷加強(qiáng)對POS業(yè)務(wù)營銷的重視程度。目前LY銀行鄭州分行POS營銷的開展從2014年開始剛剛起步,所有的營銷管理經(jīng)驗(yàn)均來自總行在當(dāng)?shù)豍OS業(yè)務(wù)營銷經(jīng)驗(yàn)的推廣,LY銀行鄭州分行POS業(yè)務(wù)營銷系統(tǒng)相對年輕,在營銷策略的實(shí)施和開展中暴露出一系列的問題,迫切的需要對POS業(yè)務(wù)營銷策略需要有針對性的進(jìn)行系統(tǒng)化的審視和優(yōu)化。本文采用市場營銷相關(guān)理論,對LY銀行鄭州分行POS收單業(yè)務(wù)的宏觀環(huán)境進(jìn)行政策、經(jīng)濟(jì)、社會、技術(shù)四方面的分析;對POS收單業(yè)務(wù)的行業(yè)環(huán)境從潛在進(jìn)入者、現(xiàn)有企業(yè)之間的競爭、供應(yīng)者的議價(jià)能力、買方的議價(jià)能力、替代品的威脅五個(gè)角度進(jìn)行了闡述;對POS收單業(yè)務(wù)的微觀環(huán)境組織構(gòu)架,管理崗人員、外聘人員的管理方法進(jìn)行了梳理。分析了現(xiàn)有的POS業(yè)務(wù)營銷策略的現(xiàn)狀,針對POS業(yè)務(wù)營銷中的問題提出相應(yīng)的POS業(yè)務(wù)營銷的策略優(yōu)化方案。還通過對POS營銷策略的保障措施入手,從組織、制度、人員、技術(shù)四個(gè)方面提出相應(yīng)的建議,確保優(yōu)化后的營銷策略能夠合理、正確的實(shí)施。最后對全文作出總結(jié)與結(jié)論,說明了下一步研究的設(shè)想及對未來工作的期望。本文的特色就在于首次站在全局的角度對LY銀行鄭州分行開展的POS營銷策略進(jìn)行審視和分析,提出相應(yīng)的優(yōu)化方案與合理的實(shí)施保障措施,以期達(dá)到對LY銀行鄭州分行開展的POS營銷策略優(yōu)化的目的。本文的研究的主體對象及研究的主體內(nèi)容均來自于作者在2014年9月15日至2015年1月15日在LY銀行鄭州分行的實(shí)習(xí)經(jīng)歷,受到實(shí)習(xí)時(shí)間等因素的影響,接觸到針對性的案例及資料較少等限制,因此造成的本文分析和研究的深度不足,如有機(jī)會在將來接觸相關(guān)的工作,將重點(diǎn)對本文的相關(guān)論點(diǎn)進(jìn)行整理與補(bǔ)足。
[Abstract]:LY Bank Zhengzhou Branch since its establishment in 2009, good performance development, high-quality customer precipitation, so that it is no longer just a regional bank,As one of the main marketing businesses of banks, they can accumulate a large number of high quality customers for banks and increase the foundation of capital deposit for banks.It can provide strong guarantee for the rapid development of bank. LY Bank Zhengzhou Branch is also strengthening the importance of POS business marketing.At present, the development of POS marketing in Zhengzhou Branch of LY Bank has just started in 2014, and all marketing management experience comes from the promotion of POS business marketing experience of head office in local POS business. The POS business marketing system of Zhengzhou Branch of LY Bank is relatively young.In the implementation and development of marketing strategy, a series of problems are exposed. It is urgent to systematically examine and optimize the POS business marketing strategy.Based on the theory of marketing, this paper analyzes the macro environment of POS receiving business in Zhengzhou Branch of LY Bank in terms of policy, economy, society and technology, and analyzes the industry environment of POS receiving business from potential entrants.The competition among the existing enterprises, the bargaining power of the supplier, the bargaining power of the buyer and the threat of the substitute are expounded.The management method of external personnel has been combed out.This paper analyzes the present situation of POS business marketing strategy, and puts forward the corresponding optimization scheme of POS business marketing strategy in view of the problems in POS business marketing.Through the POS marketing strategy security measures, from the organization, system, personnel, technology four aspects of the corresponding suggestions to ensure that the optimized marketing strategy can be reasonable, correct implementation.Finally, the paper summarizes and concludes the future research ideas and expectations for future work.The characteristic of this paper is to examine and analyze the POS marketing strategy carried out by Zhengzhou Branch of LY Bank for the first time from the perspective of the overall situation, and put forward the corresponding optimization scheme and reasonable implementation safeguard measures.In order to achieve the POS marketing strategy optimization of LY Bank Zhengzhou Branch.The main object of this paper and the main content of the study are all from the author's internship experience in Zhengzhou Branch of LY Bank from September 15, 2014 to January 15, 2015, which is influenced by the internship time and other factors.Due to the limited exposure to specific cases and materials, the depth of analysis and research in this paper is insufficient. If there is an opportunity to contact the relevant work in the future, the emphasis will be put on the collation and complement of the relevant arguments in this paper.
【學(xué)位授予單位】：鄭州大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2015
【分類號】：F274;F832.2

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本文編號：1758015