【摘要】：浙商銀行濟(jì)南分行正面臨著一場(chǎng)前所未有的挑戰(zhàn)和機(jī)遇,面向市場(chǎng)經(jīng)營(yíng),尋求發(fā)展,分行就必須要更新原有“存款立行”的經(jīng)營(yíng)觀念。對(duì)長(zhǎng)期處于市場(chǎng)競(jìng)爭(zhēng)環(huán)境下的我行而言,浙商銀行營(yíng)銷管理將面臨著一次新的挑戰(zhàn)和機(jī)遇。本文就目前浙商銀行濟(jì)南分行營(yíng)銷管理中存在的問題進(jìn)行了整理,逐步分析分行過去傳統(tǒng)營(yíng)銷模式帶來了可觀效益的同時(shí),也逐步暴露出了的一些發(fā)展滯后、管理不善較為突出的問題,這些問題成為阻礙濟(jì)南分行發(fā)展進(jìn)步的絆腳石,突出的問題使得分行面臨著嚴(yán)峻的市場(chǎng)環(huán)境威脅。在此分析基礎(chǔ)上,如何設(shè)計(jì)浙商銀行濟(jì)南分行投行業(yè)務(wù)市場(chǎng)營(yíng)銷策略,包括營(yíng)銷理念、營(yíng)銷組織管理、營(yíng)銷目標(biāo)、營(yíng)銷策略組合等多方面內(nèi)容,運(yùn)用市場(chǎng)營(yíng)銷相關(guān)理論、優(yōu)化現(xiàn)有市場(chǎng)營(yíng)銷模式、采用理論與實(shí)證相結(jié)合的分析方法,更為深入的對(duì)濟(jì)南分行本地市場(chǎng)進(jìn)行分析和定位,同時(shí)借鑒國(guó)內(nèi)外先進(jìn)商業(yè)銀行等金融機(jī)構(gòu)業(yè)務(wù)營(yíng)銷策略,進(jìn)一步采用STP營(yíng)銷分析工具,篩選與細(xì)分符合我行發(fā)展的金融市場(chǎng),確定濟(jì)南分行長(zhǎng)遠(yuǎn)營(yíng)銷發(fā)展戰(zhàn)略,開拓新的投行業(yè)務(wù)銷售渠道,逐步由產(chǎn)品為中心的觀念向以客戶為中心轉(zhuǎn)化,本文就市場(chǎng)營(yíng)銷的發(fā)展戰(zhàn)略提出了一些見解。
[Abstract]:The Jinan Branch of Zhejiang Business Bank is facing an unprecedented challenge and opportunity. Facing the market operation and seeking development, the branch must renew the original management concept of "deposit bank". For our bank, which has been in the market competition for a long time, the marketing management of Zhejiang Bank will face a new challenge and opportunity. In this paper, the problems existing in the marketing management of the Jinan Branch of Zhejiang Business Bank are sorted out, and the traditional marketing model of the branch is analyzed step by step. At the same time, some development lags behind has been gradually exposed. These problems have become a stumbling block to the development and progress of Jinan Branch. On the basis of this analysis, how to design the marketing strategy of investment bank business in Jinan Branch of Zhejiang Commercial Bank, including marketing concept, marketing organization management, marketing target, marketing strategy combination, etc. Optimize the existing marketing model, adopt the analysis method of combining theory and demonstration, analyze and position the local market of Jinan Branch more deeply, at the same time, draw lessons from the domestic and foreign advanced commercial banks and other financial institutions' business marketing strategy. Further use STP marketing analysis tools to select and subdivide the financial market that conforms to the development of our bank, determine the long-term marketing development strategy of Jinan Branch, and open up new sales channels for investment banking business. This paper puts forward some opinions on the development strategy of marketing.
【學(xué)位授予單位】：山東大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2014
【分類號(hào)】：F832.33;F832.2

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