本文選題：新建支行 + 零售業(yè)務(wù)�。� 參考：《西南財經(jīng)大學(xué)》2013年碩士論文

【摘要】：隨著當(dāng)今經(jīng)濟(jì)全球化的不斷深入,以及金融自由化與金融衍生產(chǎn)品市場的不斷發(fā)展,各國之間的經(jīng)濟(jì)聯(lián)系愈發(fā)緊密,國際間的經(jīng)濟(jì)金融交流愈發(fā)頻繁。另一方面,這也導(dǎo)致各國的經(jīng)濟(jì)愈發(fā)的受到他國影響,在全球性的金融危機(jī)中愈發(fā)的不能獨(dú)善其身。 自2007年美國次貸危機(jī)爆發(fā)以來的五年多時間中,全球主要市場已經(jīng)先后經(jīng)歷了全球性的金融危機(jī)階段,競相推出量化寬松等各種經(jīng)濟(jì)刺激政策階段,經(jīng)濟(jì)復(fù)蘇階段,通脹抬頭階段等幾個階段。尤其在我國,自2008年推出4萬億的經(jīng)濟(jì)刺激政策對我國經(jīng)濟(jì)的穩(wěn)定與發(fā)展起了一定作用后,為了防范通脹,穩(wěn)定社會經(jīng)濟(jì),在2012年之前一直實(shí)行的是相對緊縮的貨幣政策和相對穩(wěn)健的財政政策,特別是近幾年來對房地產(chǎn)市場持續(xù)實(shí)施了一系列力度較大的調(diào)控錯失。 從近年國內(nèi)的行業(yè)發(fā)展情況來看,光伏、證券、化工、房地產(chǎn)、電力、海運(yùn)等行業(yè)受到較為明顯的沖擊。受國外市場疲軟影響,大多數(shù)出口導(dǎo)向型企業(yè)也受到較大沖擊,減產(chǎn)甚至停產(chǎn)的情況并不罕見。另一方面,由于鋼鐵、原煤等原材料供過于求,其價格已經(jīng)持續(xù)下跌較長時間,導(dǎo)致一些傳統(tǒng)重工業(yè)企業(yè)利潤持續(xù)下降,經(jīng)濟(jì)效益受到一定的影響。 近幾年中國的金融市場也發(fā)生了深刻的變化,隨著金融改革的深化,企業(yè)參股的村鎮(zhèn)銀行、中小商業(yè)銀行,大集團(tuán)自建的財務(wù)公司,以及今年下半年開始券商業(yè)務(wù)創(chuàng)新,還有不可否認(rèn)的地下金融與影子銀行現(xiàn)象,這些無不昭示著這個市場的改變。 銀行從金融市場的代名詞逐步成為金融市場的一個參與者,這其中面臨著諸多的挑戰(zhàn),有的是業(yè)務(wù)競爭上的,也有自我定位上的,但無論接受或是不接受,銀行業(yè)面對的巨大挑戰(zhàn)是需要整個行業(yè)去破題。市場對銀行業(yè)的整體擔(dān)憂從A股市場的估值可見一斑,在2012年的大部分時間里,銀行股的市盈率甚至只有5倍左右,很多“優(yōu)秀”的銀行股價一度跌破了凈資產(chǎn)。可見對未來銀行業(yè)的盈利增長性,市場是持保留態(tài)度的。 另一方面,2012年也是銀行信用遭受巨大打擊的一年。從前些年銀行的信用問題主要集中于保險產(chǎn)品的誤導(dǎo)問題,到今年則是一些信托產(chǎn)品無法到期兌付,一些國有大行的海外理財產(chǎn)品因巨虧而遭到質(zhì)疑,甚至某些中小商業(yè)銀行的承兌票據(jù)在市場上無法貼現(xiàn),必須持有到期,某國有大行行長公開宣稱銀行理財產(chǎn)品是“龐氏騙局”。等等這些問題都是需要整個銀行業(yè)引起重視的,絕不能以透支信任的代價去換得所謂快速增長。 結(jié)合上述兩點(diǎn),筆者認(rèn)為在現(xiàn)階段的市場環(huán)境下,銀行業(yè)應(yīng)該逐步改變過往的發(fā)展思路。而對于新建支行的發(fā)展和生存,在思考支行如何克服困難、如何“生存壯大”的時候,逐步形成了本文所述的這種通過構(gòu)建營銷體系,來解決問題的思路。 本文正是結(jié)合我國現(xiàn)階段的具體國情,著眼于后金融危機(jī)時代的特定背景,針對我國股份制商業(yè)銀行新建支行所面對的機(jī)會與挑戰(zhàn),提出在零售業(yè)務(wù)渠道構(gòu)建多層次營銷體系的思想,為商業(yè)銀行新建支行零售業(yè)務(wù)的持續(xù)健康發(fā)展提供一種有操作性的發(fā)展思路。 本文將圍繞新建支行、支行零售部工作人員、第三方合作機(jī)構(gòu)、零售業(yè)務(wù)客戶四者之間相互依托、相互影響的關(guān)系,分析構(gòu)建多層次營銷體系的必要性與可能性,從過去把銀行作為營銷體系中的一個整體的思維方式中跳出來,從新建支行這個機(jī)構(gòu)的內(nèi)部著手,提出把新建支行內(nèi)部分為支行與員工兩個相互聯(lián)系的部分,討論內(nèi)部的管理與營銷問題。并且在對外營銷中也根據(jù)不同的主體進(jìn)行各有側(cè)重的營銷管理,這樣把內(nèi)部營銷與外部營銷聯(lián)系起來,形成多層次的營銷體系,貫徹全面化營銷的思想,把多層次體系中的各個主體都構(gòu)建進(jìn)來,并希望從這樣的營銷的視角出發(fā),提出對新建支行零售部的可供執(zhí)行的建議,讓零售業(yè)務(wù)渠道在籌建之初就能有一個夯實(shí)的基礎(chǔ)供其可持續(xù)的發(fā)展。
[Abstract]:With the deepening of economic globalization and the continuous development of financial liberalization and financial derivatives market, the economic relations between countries are becoming more and more closely, and the international economic and financial exchanges are becoming more frequent. On the other hand, this also leads to the more and more countries' economies affected by other countries, and more and more in the global financial crisis. You can't be alone.
For more than five years since the outbreak of the United States subprime mortgage crisis in 2007, the major global markets have experienced a global financial crisis, competing for various stages of economic stimulation such as quantitative easing, the stage of economic recovery, and the rising stage of inflation. In China, 4 trillion of the economic stimulus has been launched in China from 2008. After the policy has played a certain role in the stability and development of China's economy, in order to prevent inflation and stabilize the social economy, the policy of relatively tight monetary policy and relatively stable fiscal policy have been carried out before 2012, especially in recent years, a series of strong regulatory errors have been continuously implemented in the real estate market.
From the domestic industry development in recent years, photovoltaic, securities, chemical industry, real estate, electricity, shipping and other industries have been more obvious impact. Affected by the weakness of foreign market, most export oriented enterprises have also been greatly impacted. The reduction of production and even stop production is not rare. On the other hand, raw materials such as steel, raw coal and other raw materials are oversupplied. For a long time, the price of some traditional heavy industry enterprises has been declining, and the economic benefits have been affected.
In recent years, China's financial market has also undergone profound changes. With the deepening of the financial reform, the township banks, small and medium commercial banks, the financial companies that have been built by the large groups, and the business innovation of the securities companies in the second half of this year, as well as the undeniable underground finance and the shadow banking phenomenon, which show the market. Change.
Banks have gradually become a participant in financial markets, which are faced with many challenges, some are competitive and have self positioning. However, no matter whether they accept or not, the huge challenge facing the banking industry is to solve the problem in the whole industry. The whole concern of the market to the banking industry is from the A stock market. The valuation of the field is visible. In most of 2012, the price earnings ratio of the bank shares was only about 5 times, and many "excellent" bank shares fell short of net assets.
On the other hand, the year 2012 was also a year of huge blow to the bank's credit. From the previous years, the credit problems of the banks were mainly focused on the misleading of the insurance products. This year, some trust products were unable to meet, and some state-owned large banks were questioned because of huge losses, and even the acceptance of some small and medium commercial banks. Bills cannot be discounted on the market, must be held due, and a state-owned chief executive publicly claims that the bank's financial products are "Ponzi fraud". And so on, all these problems need the attention of the entire banking industry, and can not be replaced by the so-called rapid growth at the cost of overdraft trust.
Combining the above two points, the author thinks that in the current market environment, the banking industry should gradually change the development ideas of the past. And for the development and survival of the new branch, when thinking about how to overcome the difficulties and how to "survive and grow", the paper has gradually formed this kind of solving the problem through the construction of the marketing system. Thinking.
This paper, based on the specific national conditions at the present stage of our country and focusing on the specific background of the post financial crisis era, aims at the opportunities and challenges facing the new branch of the joint-stock commercial banks in China, and puts forward the idea of building a multi-level marketing system in the retail channels to provide the sustainable and healthy development of the new branch retail business of the commercial banks. An operational idea of development.
This article will focus on the new branch, the staff of the retail department, the third party cooperation agency and the relationship between the four customers of the retail business and the relationship between each other, and analyze the necessity and possibility of constructing the multi-level marketing system. From the past, we jump out of the bank as a whole thinking mode in the marketing system and from the new branch. In the interior of this organization, it is proposed to divide the new branch into two interrelated parts of the branch and staff, to discuss the internal management and marketing problems, and to carry out the marketing management according to the different subjects in the external marketing, so as to link the internal marketing with the external marketing and form a multi-level marketing body. In order to carry out the idea of comprehensive marketing and build all the subjects in the multi-level system, we hope that from the perspective of marketing, the suggestions on the implementation of the retail department of the new branch will be put forward so that the retail channel can have a solid foundation for its sustainable development at the beginning of the preparation.
【學(xué)位授予單位】：西南財經(jīng)大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2013
【分類號】：F832.2

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