本文關(guān)鍵詞：Z銀行中原分行市場(chǎng)營(yíng)銷(xiāo)策略研究　出處：《東華大學(xué)》2017年碩士論文　論文類(lèi)型：學(xué)位論文

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【摘要】：當(dāng)前,我國(guó)已經(jīng)全面實(shí)行利率市場(chǎng)化,這對(duì)于大型銀行來(lái)說(shuō),可以更有效提高運(yùn)營(yíng)效率。作為一家中型的股份制銀行,Z銀行與國(guó)有銀行、大型股份制銀行相比,則顯得營(yíng)銷(xiāo)手段單一,與客戶(hù)談判往往處于下風(fēng)。特別是進(jìn)入二十一世紀(jì)以來(lái),金融模式發(fā)展迅速,金融市場(chǎng)變化多端,PPP項(xiàng)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(shí)體經(jīng)濟(jì)不斷融合,跨界合作趨勢(shì)明顯等特征。2015年7月國(guó)家出臺(tái)《關(guān)于積極推進(jìn)“互聯(lián)網(wǎng)+”行動(dòng)的指導(dǎo)意見(jiàn)》,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(jiàn)》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(wú)法在后續(xù)業(yè)務(wù)中找到立足之地。在新的時(shí)代背景下,銀行業(yè)管理者在過(guò)去積累的市場(chǎng)營(yíng)銷(xiāo)的成功經(jīng)驗(yàn),很多都無(wú)法在“互聯(lián)網(wǎng)+”到來(lái)的新形勢(shì)中得以應(yīng)用。那么商業(yè)銀行的市場(chǎng)營(yíng)銷(xiāo)該如何發(fā)展,在互聯(lián)網(wǎng)金融、直銷(xiāo)銀行大行其道的今天應(yīng)該對(duì)銀行業(yè)的市場(chǎng)營(yíng)銷(xiāo)策略如何優(yōu)化、改進(jìn),成為了擺在銀行業(yè)者面前一個(gè)亟待解決的問(wèn)題。本文在對(duì)國(guó)內(nèi)外研究現(xiàn)狀進(jìn)行系統(tǒng)梳理的基礎(chǔ)上,對(duì)z銀行中原分行的市場(chǎng)營(yíng)銷(xiāo)策略進(jìn)行了研究。首先利用4p營(yíng)銷(xiāo)理論,介紹了z銀行中原分行的市場(chǎng)營(yíng)銷(xiāo)現(xiàn)狀,并指明目前存在的問(wèn)題以及其成因。接下來(lái)對(duì)z銀行中原分行所處的宏觀環(huán)境進(jìn)行了pest分析、對(duì)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(duì)z銀行中原分行的發(fā)展目標(biāo)、市場(chǎng)定位進(jìn)行了選擇,并對(duì)市場(chǎng)營(yíng)銷(xiāo)策略進(jìn)行改進(jìn)。在產(chǎn)品策略對(duì)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(jià)格策略中主要使用撇脂定價(jià)、差別定價(jià)和組合定價(jià)的方式,渠道策略上加強(qiáng)互聯(lián)網(wǎng)金融、增加移動(dòng)終端業(yè)務(wù)、增加物理營(yíng)業(yè)網(wǎng)點(diǎn)、實(shí)行分銷(xiāo)策略、整合集團(tuán)公司資源,促銷(xiāo)策略應(yīng)該從改善廣告、營(yíng)業(yè)推廣、公關(guān)、人員推銷(xiāo)入手。為保證市場(chǎng)營(yíng)銷(xiāo)策略的實(shí)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(chǎng)營(yíng)銷(xiāo)管理以及升級(jí)營(yíng)銷(xiāo)管理信息系統(tǒng)。本文旨在為z銀行中原分行的市場(chǎng)營(yíng)銷(xiāo)策略提出改進(jìn)方案,為其在互聯(lián)網(wǎng)金融時(shí)代發(fā)展中爭(zhēng)得有利地位,改善銀行財(cái)務(wù)狀況與業(yè)績(jī)水平。同時(shí),本文對(duì)我國(guó)宏觀經(jīng)濟(jì)形勢(shì)、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(duì)于銀行業(yè)其他公司的營(yíng)銷(xiāo)業(yè)務(wù)發(fā)展與改進(jìn),也具有一定的參考價(jià)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(jí)別】：碩士
【學(xué)位授予年份】：2017
【分類(lèi)號(hào)】：F274;F832.33

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