本文關(guān)鍵詞：Z銀行中原分行市場營銷策略研究　出處：《東華大學(xué)》2017年碩士論文　論文類型：學(xué)位論文

  更多相關(guān)文章： 商業(yè)銀行 互聯(lián)網(wǎng)金融 市場營銷

【摘要】：當(dāng)前,我國已經(jīng)全面實行利率市場化,這對于大型銀行來說,可以更有效提高運(yùn)營效率。作為一家中型的股份制銀行,Z銀行與國有銀行、大型股份制銀行相比,則顯得營銷手段單一,與客戶談判往往處于下風(fēng)。特別是進(jìn)入二十一世紀(jì)以來,金融模式發(fā)展迅速,金融市場變化多端,PPP項目、眾籌、私募盛行,第三方支付、互聯(lián)網(wǎng)信貸等互聯(lián)網(wǎng)金融模式快速發(fā)展,互聯(lián)網(wǎng)金融發(fā)展方興未艾,并且呈現(xiàn)出與實體經(jīng)濟(jì)不斷融合,跨界合作趨勢明顯等特征。2015年7月國家出臺《關(guān)于積極推進(jìn)“互聯(lián)網(wǎng)+”行動的指導(dǎo)意見》,同期,十部委聯(lián)合印發(fā)《關(guān)于促進(jìn)互聯(lián)網(wǎng)金融健康發(fā)展的指導(dǎo)意見》也進(jìn)一步明確,以銀行為主體,聯(lián)合互聯(lián)網(wǎng)公司共同發(fā)展互聯(lián)網(wǎng)金融。銀行業(yè)如果還故步自封,將無法在后續(xù)業(yè)務(wù)中找到立足之地。在新的時代背景下,銀行業(yè)管理者在過去積累的市場營銷的成功經(jīng)驗,很多都無法在“互聯(lián)網(wǎng)+”到來的新形勢中得以應(yīng)用。那么商業(yè)銀行的市場營銷該如何發(fā)展,在互聯(lián)網(wǎng)金融、直銷銀行大行其道的今天應(yīng)該對銀行業(yè)的市場營銷策略如何優(yōu)化、改進(jìn),成為了擺在銀行業(yè)者面前一個亟待解決的問題。本文在對國內(nèi)外研究現(xiàn)狀進(jìn)行系統(tǒng)梳理的基礎(chǔ)上,對z銀行中原分行的市場營銷策略進(jìn)行了研究。首先利用4p營銷理論,介紹了z銀行中原分行的市場營銷現(xiàn)狀,并指明目前存在的問題以及其成因。接下來對z銀行中原分行所處的宏觀環(huán)境進(jìn)行了pest分析、對中觀環(huán)境進(jìn)行了波特五力分析,并利用swot分析進(jìn)行了匯總。在了解了內(nèi)外部環(huán)境之后,利用stp理論對z銀行中原分行的發(fā)展目標(biāo)、市場定位進(jìn)行了選擇,并對市場營銷策略進(jìn)行改進(jìn)。在產(chǎn)品策略對中間業(yè)務(wù)、負(fù)債業(yè)務(wù)、資產(chǎn)業(yè)務(wù)方面應(yīng)該加強(qiáng),價格策略中主要使用撇脂定價、差別定價和組合定價的方式,渠道策略上加強(qiáng)互聯(lián)網(wǎng)金融、增加移動終端業(yè)務(wù)、增加物理營業(yè)網(wǎng)點(diǎn)、實行分銷策略、整合集團(tuán)公司資源,促銷策略應(yīng)該從改善廣告、營業(yè)推廣、公關(guān)、人員推銷入手。為保證市場營銷策略的實施,本文認(rèn)為應(yīng)該改進(jìn)組織管理體系、加強(qiáng)人力資源管理、提升市場營銷管理以及升級營銷管理信息系統(tǒng)。本文旨在為z銀行中原分行的市場營銷策略提出改進(jìn)方案,為其在互聯(lián)網(wǎng)金融時代發(fā)展中爭得有利地位,改善銀行財務(wù)狀況與業(yè)績水平。同時,本文對我國宏觀經(jīng)濟(jì)形勢、河南省金融發(fā)展?fàn)顩r的分析,也為其他金融機(jī)構(gòu)的戰(zhàn)略部署具有借鑒意義。本文對于銀行業(yè)其他公司的營銷業(yè)務(wù)發(fā)展與改進(jìn),也具有一定的參考價值。
[Abstract]:At present, China has fully implemented the marketization of interest rates, which can improve the operational efficiency more effectively for large banks. Compared with the large joint-stock banks, it appears that the marketing means are single, and negotiations with customers are often in the lower wind. Especially since 21th century, the financial model has developed rapidly, and the financial market has changed a lot of PPP projects. Crowdfunding, private equity prevalence, third-party payment, Internet credit and other Internet financial model rapid development, Internet financial development is in the ascendant, and showing continuous integration with the real economy. The trend of cross-border cooperation is obvious. In July 2015, the State issued the guidance on actively promoting the "Internet" Action, the same period. The "guiding opinions on promoting the healthy Development of Internet Finance" issued jointly by the 10 ministries and commissions have also been further clarified, with banks as the main body and Internet companies jointly developing Internet finance. In the context of the new era, banking managers have accumulated successful experience in marketing in the past. Many can not be applied in the new situation of "Internet". So how to develop the marketing of commercial banks in Internet finance. The direct-selling bank should optimize and improve the marketing strategy of the banking industry today. It has become a problem to be solved urgently in front of the bankers. This paper systematically combs the current research situation at home and abroad. This paper studies the marketing strategy of z bank Zhongyuan branch. Firstly, using 4p marketing theory, it introduces the marketing situation of z bank Zhongyuan branch. And points out the existing problems and their causes. Then the macro environment of z bank Zhongyuan branch is analyzed by pest, and the medium environment is analyzed by Porter five forces. After understanding the internal and external environment and using the stp theory to select the development goal and market positioning of z bank Zhongyuan branch. And improve the marketing strategy. In the product strategy on intermediate business, debt business, asset business aspects should be strengthened, price strategy mainly use skim pricing, differential pricing and combination pricing. The channel strategy strengthens the Internet finance, increases the mobile terminal service, increases the physical business network, implements the distribution strategy, integrates the group company resources, the promotion strategy should be from the improvement advertisement, the business promotion, the public relations. In order to ensure the implementation of marketing strategy, this paper believes that the organizational management system should be improved and human resource management should be strengthened. Improve marketing management and upgrade marketing management information system. The purpose of this paper is to propose an improved scheme for the marketing strategy of z bank Zhongyuan branch in order to gain a favorable position in the development of internet finance era. At the same time, this paper analyzes the macroeconomic situation of China and the financial development of Henan Province. This paper also has some reference value for the development and improvement of the marketing business of other banking companies.
【學(xué)位授予單位】：東華大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2017
【分類號】：F274;F832.33

【參考文獻(xiàn)】

相關(guān)期刊論文 前10條

1 牛錫明;;借鑒互聯(lián)網(wǎng)思維發(fā)展銀行互聯(lián)網(wǎng)金融[J];新金融;2016年11期

2 齊會征;;商業(yè)銀行的營銷策略分析[J];科技資訊;2016年21期

3 李肖笛;曾如意;孔垂楊;孫媛媛;劉光耀;;傳統(tǒng)銀行在互聯(lián)網(wǎng)金融沖擊下的市場開拓和創(chuàng)新方向——以武漢社區(qū)銀行為例[J];時代金融;2016年20期

4 于超;;企業(yè)營銷中如何以“互聯(lián)網(wǎng)+”思維挖掘精準(zhǔn)客戶[J];現(xiàn)代營銷(下旬刊);2015年09期

5 夏競超;李灝;;市場營銷與企業(yè)發(fā)展[J];產(chǎn)業(yè)與科技論壇;2015年19期

6 殷承園;;論企業(yè)品牌管理下的市場營銷策略[J];中國管理信息化;2015年20期

7 張博雅;;淺議知識經(jīng)濟(jì)時代企業(yè)營銷策略[J];科技與企業(yè);2015年19期

8 仲凱旋;鞏永華;薛殿中;;大數(shù)據(jù)時代的微博精準(zhǔn)營銷[J];通信企業(yè)管理;2015年10期

9 黃瀚;;淺析我國商業(yè)銀行個人理財產(chǎn)品的營銷對策[J];時代金融;2015年27期

10 竇俊賢;;經(jīng)濟(jì)新常態(tài)下的非利息收入與商業(yè)銀行績效研究——基于我國16家上市商業(yè)銀行2008~2013年的數(shù)據(jù)分析[J];金融與經(jīng)濟(jì);2015年09期

，

本文編號：1401503