本文選題：股份制商業(yè)銀行 + 金融產(chǎn)品��； 參考：《寧夏大學》2017年碩士論文

【摘要】：商業(yè)銀行對促進經(jīng)濟發(fā)展起到了重要的作用,具有經(jīng)營貨幣商品、經(jīng)營風險等特殊的職能,市場營銷則是整個過程中重要環(huán)節(jié),是實現(xiàn)利潤的重要途徑,起到非常重要的作用:(1)提高銀行金融產(chǎn)品和服務質(zhì)量;(2)拓寬市場類型、挖掘客戶;(3)提高市場占有率、增強市場競爭力。當前,寧夏回族自治區(qū)內(nèi)金融市場競爭趨于白熱化,資金成本明顯降低,區(qū)內(nèi)金融機構分為國開行、農(nóng)發(fā)行等政策性銀行,中、農(nóng)、工、建、交等大型國有商業(yè)銀行,招商銀行、中信銀行、光大銀行、華夏銀行、民生等股份制銀行,寧夏銀行、黃河農(nóng)村商業(yè)銀行、石嘴山銀行等地方商業(yè)銀行,沙湖村鎮(zhèn)銀行、吳忠濱河銀行等村鎮(zhèn)銀行,興業(yè)銀行等即將強勢入駐銀川,目前大型股份制銀行基本上均已在銀川市設立,各類村鎮(zhèn)銀行也如雨后春筍般競相成立,寧夏金融機構日益增多,金融產(chǎn)品繁雜,如何在市場上立足成為各家銀行戰(zhàn)略定位的重要問題,保持自家的特色、形成獨特的產(chǎn)品優(yōu)勢、設定具體的客戶定位等因素是各家銀行立業(yè)需要亟待解決的問題。2014年,寧夏回族自治區(qū)與上海浦東發(fā)展銀行達成戰(zhàn)略協(xié)議,浦發(fā)銀行正式入駐銀川,經(jīng)歷了近三年的發(fā)展,將浦發(fā)銀行特色、優(yōu)勢的金融產(chǎn)品強勢推向銀川市場,落地生花。論文以浦發(fā)銀行的公司金融產(chǎn)品為基礎,運用4Ps、4Cs以及4Rs營銷組合理論、SWOT分析法等,結合寧夏地區(qū)經(jīng)濟、市場環(huán)境,特別是力在探討浦發(fā)銀行公司金融產(chǎn)品在寧夏進行市場推廣的合理、有效策略,力求能為我區(qū)企業(yè)尋求有效的融資、融智方法,創(chuàng)贏企業(yè)未來。
[Abstract]:Commercial banks play an important role in promoting economic development. They have special functions such as managing money commodities and operating risks. Marketing is an important link in the whole process and an important way to realize profits. It plays a very important role in improving the quality of bank financial products and services. At present, the financial market competition in the Ningxia Hui Autonomous region tends to become white-hot, and the capital cost is obviously reduced. The financial institutions in the region are divided into policy banks such as the China Development Bank, Agricultural Development Bank and Agricultural Development Bank, and large state-owned commercial banks, such as medium, agricultural, industrial, construction and delivery banks. China Merchants Bank, CITIC Bank, Everbright Bank, Huaxia Bank, Minsheng and other joint-stock banks, Ningxia Bank, Yellow River Rural Commercial Bank, Shizuishan Bank and other local commercial banks, Shahu Village Bank, Wu Zhong Binhe Bank and other village banks, Societe Generale Bank and so on will soon be in Yinchuan. At present, large joint-stock banks have basically been set up in Yinchuan City. All kinds of village and town banks have been set up like bamboo shoots after a spring rain. Ningxia's financial institutions are increasing day by day and financial products are complicated. How to establish a foothold in the market has become an important issue for each bank to position strategically, to maintain its own characteristics, to form a unique product advantage, and to set up specific customer positioning are the problems that need to be solved urgently for each bank to establish its business in 2014. Ningxia Hui Autonomous region and Shanghai Pudong Development Bank reached a strategic agreement, the Shanghai Pudong Development Bank formally entered Yinchuan, experienced nearly three years of development, the characteristics of Pudong Development Bank, the advantages of financial products to the Yinchuan market, landing flowers. Based on the financial products of Pudong Development Bank, this paper applies 4PsS4Cs and 4Rs marketing combination theory to analyze the economic and market environment of Ningxia. In particular, we are discussing the rational and effective strategies for the financial products of Pudong Development Bank to be popularized in Ningxia, in order to seek effective financing and financing for the enterprises in our region, and to create the future of the enterprises.
【學位授予單位】：寧夏大學
【學位級別】：碩士
【學位授予年份】：2017
【分類號】：F832.33

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本文編號：1938018