本文選題：市場(chǎng)營(yíng)銷 + 新策略　； 參考：《吉林大學(xué)》2013年碩士論文

【摘要】：公司業(yè)務(wù)市場(chǎng)營(yíng)銷是現(xiàn)代化經(jīng)濟(jì)發(fā)展的一個(gè)標(biāo)志，市場(chǎng)營(yíng)銷開展的速度與質(zhì)量決定著公司未來的發(fā)展。華夏銀行的公司業(yè)務(wù)市場(chǎng)營(yíng)銷在過去近十年時(shí)間內(nèi)都保持著穩(wěn)定發(fā)展的趨勢(shì)，但是由于受到2008年經(jīng)濟(jì)危機(jī)發(fā)展的影響，經(jīng)濟(jì)發(fā)展勢(shì)頭疲軟，金融業(yè)風(fēng)險(xiǎn)劇增，銀行業(yè)面臨巨大挑戰(zhàn)。華夏銀行北京分行作為一家以公司業(yè)務(wù)為主的股份制商業(yè)銀行，在外部環(huán)境變化的情況下，應(yīng)根據(jù)市場(chǎng)格局、行業(yè)形勢(shì)、客戶經(jīng)營(yíng)水平等因素，及時(shí)調(diào)整思維，積極應(yīng)對(duì)市場(chǎng)變化，進(jìn)一步加強(qiáng)產(chǎn)品和服務(wù)對(duì)市場(chǎng)的適應(yīng)性。因此，提高市場(chǎng)營(yíng)銷策略的實(shí)用性，保障業(yè)務(wù)發(fā)展，顯得更為重要。 隨著經(jīng)濟(jì)形勢(shì)的逐漸回暖，后經(jīng)濟(jì)危機(jī)時(shí)期華夏銀行北京分行在市場(chǎng)變化中掌握了新的發(fā)展規(guī)律。外來資本的注入，催生了更多的股份制商業(yè)銀行，提升了商業(yè)銀行的競(jìng)爭(zhēng)性，北京地區(qū)商業(yè)銀行的發(fā)展步入了艱難的發(fā)展時(shí)期。國(guó)內(nèi)刺激消費(fèi)政策的多次執(zhí)行，帶給市場(chǎng)的資本大多數(shù)都為熱錢，大筆熱錢的涌入雖然振奮了市場(chǎng)，但是也對(duì)市場(chǎng)帶來了沖擊，大筆熱錢進(jìn)入房地產(chǎn)與基礎(chǔ)設(shè)施建設(shè)，大幅提升了房地產(chǎn)價(jià)格和物價(jià)指數(shù)，對(duì)人民的生活帶來了壓力，房地產(chǎn)的銷售問題越來越嚴(yán)峻，空置率大幅提高。這種“大起大落”的經(jīng)濟(jì)發(fā)展態(tài)勢(shì)，無疑是對(duì)我國(guó)經(jīng)濟(jì)實(shí)體的一種劇烈打擊，作為股份制商業(yè)銀行，一定要看準(zhǔn)市場(chǎng)時(shí)機(jī)，把握市場(chǎng)發(fā)展的遠(yuǎn)期規(guī)劃，做好未來風(fēng)險(xiǎn)的防范工作，公司業(yè)務(wù)市場(chǎng)營(yíng)銷的發(fā)展策略要“著眼未來，重在當(dāng)下”。當(dāng)前我國(guó)新興產(chǎn)業(yè)之中，新能源產(chǎn)業(yè)都是未來具備強(qiáng)勁發(fā)展動(dòng)力的產(chǎn)業(yè)，資本投資應(yīng)該給予政策性的偏向。針對(duì)市場(chǎng)營(yíng)銷策略要盡量采取低風(fēng)險(xiǎn)，高收益的辦法，要提高投資準(zhǔn)確度。 本文結(jié)合華夏銀行北京分行的實(shí)際情況，運(yùn)用銀行市場(chǎng)營(yíng)銷策略理論，通過分析北京分行自身業(yè)務(wù)特點(diǎn)及其外部營(yíng)銷環(huán)境，探索完善其公司業(yè)務(wù)市場(chǎng)營(yíng)銷管理體系的途徑，為北京分行的戰(zhàn)略發(fā)展和業(yè)務(wù)提升提供具有參考意義的營(yíng)銷策略。針對(duì)目前北京分行的內(nèi)外部市場(chǎng)環(huán)境、經(jīng)營(yíng)狀況、營(yíng)銷策略，研究并解決公司客戶營(yíng)銷管理過程中的優(yōu)勢(shì)及存在的問題，提出適用于北京分行公司業(yè)務(wù)營(yíng)銷戰(zhàn)略制定的相關(guān)建議，提升全行營(yíng)銷策略的專業(yè)性和實(shí)用性，，加強(qiáng)其客戶維護(hù)和拓展的效率性和可持續(xù)性。在利率市場(chǎng)化推行的背景下，在監(jiān)管約束不斷提高、競(jìng)爭(zhēng)激烈的市場(chǎng)情況下，研究如何準(zhǔn)確地進(jìn)行市場(chǎng)定位，提出適合自身發(fā)展方向的營(yíng)銷目標(biāo)，探索符合其自身情況的營(yíng)銷策略，優(yōu)化并升級(jí)業(yè)務(wù)結(jié)構(gòu)和客戶結(jié)構(gòu)，對(duì)北京分行的長(zhǎng)遠(yuǎn)發(fā)展具有重要意義。
[Abstract]:Business marketing is a symbol of modern economic development. The speed and quality of marketing development determine the future development of the company. Huaxia Bank's corporate marketing has maintained a steady development trend in the past ten years. However, due to the impact of the economic crisis in 2008, the economic development momentum has been weak, and the financial sector risks have increased sharply. The banking industry faces enormous challenges. Huaxia Bank Beijing Branch, as a joint-stock commercial bank with the main business of the company, should adjust its thinking in time according to the market pattern, industry situation, customer management level and other factors under the changing external environment. Actively respond to market changes and further strengthen the adaptability of products and services to the market. Therefore, it is more important to improve the practicability of marketing strategy and ensure business development. With the economic situation warming gradually, the Beijing branch of Huaxia Bank grasped the new development law in the market change in the post-economic crisis period. The injection of foreign capital has given birth to more joint-stock commercial banks and enhanced the competitiveness of commercial banks. The development of commercial banks in Beijing has entered a difficult period of development. With the implementation of domestic policies to stimulate consumption many times, most of the capital brought to the market is hot money. Although the influx of large amounts of hot money has inspired the market, it has also had an impact on the market. A large amount of hot money has gone into real estate and infrastructure construction. Real estate prices and price indices have risen sharply, putting pressure on people's lives, real estate sales problems are becoming more and more serious and vacancy rates have risen sharply. This "ups and downs" of the economic development situation is undoubtedly a severe blow to our economic entities. As a joint-stock commercial bank, it is necessary to see the market opportunity and grasp the long-term plan for market development. In order to prevent future risks, the development strategy of business marketing should focus on the future and focus on the present. Among the new industries in China, the new energy industry is the industry with strong development power in the future, and the capital investment should give policy bias. In view of marketing strategy, we should adopt low risk and high profit method as far as possible, and improve investment accuracy. Based on the actual situation of Huaxia Bank Beijing Branch and the theory of bank marketing strategy, this paper explores the ways to perfect the marketing management system of Huaxia Bank by analyzing the characteristics of its own business and its external marketing environment. For the strategic development of Beijing Branch and business upgrading to provide a reference marketing strategy. In view of the current internal and external market environment, operating situation, marketing strategy of Beijing Branch, research and solve the advantages and existing problems in the process of customer marketing management, This paper puts forward some relevant suggestions for Beijing Branch Company to formulate business marketing strategy, to enhance the professionalism and practicability of the whole bank's marketing strategy, and to strengthen the efficiency and sustainability of its customer maintenance and expansion. Under the background of marketization of interest rate, under the condition of increasing supervision restriction and fierce competition, the paper studies how to position the market accurately, and puts forward the marketing target suitable for its own development direction. It is of great significance for Beijing Branch to explore the marketing strategy which is suitable for its own situation, and to optimize and upgrade the business structure and customer structure.
【學(xué)位授予單位】：吉林大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2013
【分類號(hào)】：F274;F832.33

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