【摘要】：面臨主要來自國有商業(yè)銀行和外資銀行的雙重競(jìng)爭壓力,作為銀行市場(chǎng)的追隨者,全國性的股份制商業(yè)銀行如何才能實(shí)現(xiàn)異軍突起是非�，F(xiàn)實(shí)的問題。股份制商業(yè)銀行作為中國銀行業(yè)的重要組成部分,能否應(yīng)付日益激烈的競(jìng)爭環(huán)境從而健康成長關(guān)系到整個(gè)銀行業(yè)乃至中國經(jīng)濟(jì)體制改革的發(fā)展,通過對(duì)其戰(zhàn)略營銷理論的深度探究來促進(jìn)全國性股份制商業(yè)銀行的發(fā)展,不失為一個(gè)關(guān)系到整體金融行業(yè)發(fā)展的良好理論選擇。通過分析M銀行的經(jīng)驗(yàn),為我國商業(yè)銀行特別是那些新近剛剛由當(dāng)?shù)爻鞘行庞蒙绺闹七^來的想做強(qiáng)做大的,欲成為全國或者區(qū)域性強(qiáng)勢(shì)的商業(yè)銀行,在市場(chǎng)營銷策略方面找出可借鑒的方法。研究商業(yè)銀行的營銷策略通常從營銷環(huán)境和營銷理論的角度出發(fā)。市場(chǎng)營銷環(huán)境主要從宏觀環(huán)境、行業(yè)競(jìng)爭環(huán)境與自身環(huán)境的角度出發(fā)研究。營銷環(huán)境理論主要有PEST分析、波特五力模型和SWOT分析方法,本文采用這三種方法對(duì)股份制商業(yè)銀行營銷環(huán)境進(jìn)行深入剖析,結(jié)果發(fā)現(xiàn)我國股份制商業(yè)銀行存在市場(chǎng)營銷目標(biāo)定位不明確、市場(chǎng)營銷缺乏總體規(guī)劃、產(chǎn)品創(chuàng)新體制不健全、市場(chǎng)營銷機(jī)構(gòu)缺位等問題。在市場(chǎng)營銷基本理論中最著名的便是4P理論,4P理論模型應(yīng)該是營銷決策實(shí)踐中一個(gè)有效的指導(dǎo)理論,4P理論主要從產(chǎn)品、價(jià)格、渠道、促銷等方面展開分析。在此理論基礎(chǔ)上,結(jié)合M股份制商業(yè)銀行實(shí)際的營銷策略,從營銷定位及其基本戰(zhàn)略、產(chǎn)品與服務(wù)策略、促銷策略、渠道策略,對(duì)其相應(yīng)市場(chǎng)營銷策略管理的問題進(jìn)行具體分析,并根據(jù)分析提出一定的解決方法。股份制商業(yè)銀行應(yīng)該主要從市場(chǎng)定位和基本戰(zhàn)略、產(chǎn)品與服務(wù)策略、營銷策略以及渠道策略方面提高自身的市場(chǎng)營銷能力。首先,作為一家股份制商業(yè)銀行只有具有準(zhǔn)確的市場(chǎng)定位和精確的基本戰(zhàn)略才可以在競(jìng)爭激烈的營銷環(huán)境中占有一席之位,這是股份制商業(yè)銀行營銷環(huán)節(jié)的基礎(chǔ)；其次,M股份制商業(yè)銀行憑借多元化的特色產(chǎn)品和分層級(jí)的服務(wù)策略,讓客戶有更多的選擇從而擴(kuò)大了自己的客戶范圍；再次,M股份制商業(yè)銀行憑借有效的激勵(lì)考核機(jī)制使得員工充分發(fā)揮自身最大的能動(dòng)性實(shí)現(xiàn)銀行制定的任務(wù)；最后,M股份制商業(yè)銀行憑借暢通的營銷渠道,使產(chǎn)品能夠及時(shí)、方便的被消費(fèi)者獲取,完成了營銷最后且重要的環(huán)節(jié)。作者認(rèn)為通過M股份制商業(yè)銀行的營銷分析,可以為提升股份制商業(yè)銀行的市場(chǎng)競(jìng)爭力、做大做強(qiáng)股份制商業(yè)銀行提供必要的政策建議.
[Abstract]:Facing the double competitive pressure mainly from state-owned commercial banks and foreign banks, as a follower of the banking market, it is a very realistic problem how the national joint-stock commercial banks can realize the sudden emergence of a new force. As an important part of China's banking industry, joint-stock commercial banks can cope with the increasingly fierce competitive environment and grow healthily, which is related to the development of the whole banking industry and even the reform of China's economic system. To promote the development of national joint-stock commercial banks through the deep exploration of its strategic marketing theory is a good theoretical choice related to the development of the whole financial industry. By analyzing the experience of M Bank, we hope that our commercial banks, especially those who have just been reformed by the local city credit cooperatives, want to become strong commercial banks throughout the country or in the region. Find out the method that can be used for reference in the aspect of marketing strategy. The research of commercial bank's marketing strategy usually starts from the angle of marketing environment and marketing theory. Marketing environment mainly from the macro environment, industry competition environment and their own environment point of view. The marketing environment theory mainly includes PEST analysis, Porter's five-force model and SWOT analysis method. This paper uses these three methods to deeply analyze the marketing environment of joint-stock commercial banks. The results show that there are some problems in China's joint-stock commercial banks, such as the unclear orientation of marketing objectives, the lack of overall marketing planning, the imperfect system of product innovation, the absence of marketing institutions, and so on. The most famous theory of marketing is the 4P theory / 4P theory model, which should be an effective guiding theory in marketing decision making practice. The 4P theory is mainly analyzed from the aspects of product, price, channel, promotion and so on. On the basis of this theory, combining with the actual marketing strategy of M joint-stock commercial bank, from the marketing orientation and its basic strategy, the product and service strategy, the promotion strategy, the channel strategy, The problems of marketing strategy management are analyzed, and some solutions are put forward. The joint-stock commercial banks should improve their marketing ability mainly from the aspects of market orientation and basic strategy, product and service strategy, marketing strategy and channel strategy. First of all, as a joint-stock commercial bank, only with accurate market positioning and accurate basic strategy can it occupy a position in the competitive marketing environment, which is the basis of the joint-stock commercial bank marketing link. Secondly, M joint-stock commercial banks with diversified characteristic products and hierarchical service strategy, so that customers have more choices to expand their customer scope; Once again, M joint-stock commercial banks rely on effective incentive and assessment mechanisms to enable employees to give full play to their maximum initiative to achieve the task of bank formulation. Finally, M joint-stock commercial banks rely on unimpeded marketing channels to enable their products to be timely. Convenient by the consumer to obtain, completed the marketing last and important link. The author thinks that through the marketing analysis of M joint-stock commercial banks, it can provide necessary policy suggestions for improving the market competitiveness of joint-stock commercial banks and making them bigger and stronger.
【學(xué)位授予單位】：中國海洋大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2014
【分類號(hào)】：F274;F832.33

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