【摘要】：公司業(yè)務(wù)是商業(yè)銀行最為傳統(tǒng)的業(yè)務(wù)板塊之一,而其市場的拓展和發(fā)展?fàn)顩r,則直接決定了商業(yè)銀行在不斷擴(kuò)大經(jīng)營規(guī)模時(shí)的盈利能力和可持續(xù)發(fā)展能力。ZX銀行鄭州分行作為一家股份制商業(yè)銀行,有著比較科學(xué)的公司管理結(jié)構(gòu)以及良好的業(yè)務(wù)基礎(chǔ),雖然近年來ZX銀行鄭州分行緊跟中原經(jīng)濟(jì)區(qū)建設(shè)發(fā)展浪潮,不斷開拓進(jìn)取,創(chuàng)新求變,加快經(jīng)營轉(zhuǎn)型,提升管理水平,保持各項(xiàng)業(yè)務(wù)的快速健康發(fā)展,但是在對公業(yè)務(wù)的市場拓展方面面對日益激烈的市場競爭,科學(xué)制定適合銀行自身實(shí)際的對公業(yè)務(wù)市場營銷優(yōu)化戰(zhàn)略依然緊迫,任重而道遠(yuǎn)。 現(xiàn)代市場營銷理論是論文研究的基礎(chǔ),在這個(gè)過程中,從外部環(huán)境到內(nèi)部經(jīng)營情況等各類因素入手,根據(jù)當(dāng)代市場營銷理論,結(jié)合該行公司業(yè)務(wù)實(shí)踐進(jìn)行外部和內(nèi)部環(huán)境分析,論文在闡述ZX銀行和鄭州分行基本概況的基礎(chǔ)上,著重分析了直接影響ZX銀行鄭州分行公司業(yè)務(wù)發(fā)展所面臨的宏觀經(jīng)濟(jì)環(huán)境和區(qū)域經(jīng)濟(jì)環(huán)境、金融政策、客戶資源和區(qū)域同業(yè)競爭對銀行營銷影響等現(xiàn)實(shí)問題。 通過分析合我國宏觀經(jīng)濟(jì)環(huán)境和金融環(huán)境的變化,以及銀行業(yè)發(fā)展現(xiàn)狀和未來趨勢,結(jié)合銀行公司業(yè)務(wù)發(fā)展現(xiàn)狀及存在的問題進(jìn)行了剖析,在目前不斷深化改革的金融市場環(huán)境下,伴隨利率市場化發(fā)展、互聯(lián)網(wǎng)金融的快速擴(kuò)長,商業(yè)銀行面臨嚴(yán)峻的挑戰(zhàn)。ZX銀行鄭州分行的公司業(yè)務(wù)能夠積極應(yīng)對市場變化取得了一定發(fā)展,但是依然存在現(xiàn)有市場及公司業(yè)務(wù)結(jié)構(gòu)不盡合理、營銷及盈利模式較為傳統(tǒng)、產(chǎn)品不夠豐富創(chuàng)新、營銷隊(duì)伍競爭力等問題,在公司業(yè)務(wù)發(fā)展?fàn)I銷策略上結(jié)合市場營銷理論分析ZX銀行鄭州分行的市場細(xì)分、目標(biāo)市場及市場地位,確定優(yōu)先發(fā)展的行業(yè)及客戶,如現(xiàn)代服務(wù)業(yè)、城鎮(zhèn)化建設(shè)、戰(zhàn)略新興產(chǎn)業(yè)等重點(diǎn)方向的客戶,在客戶結(jié)構(gòu)上形成“橄欖型”客戶結(jié)構(gòu),并結(jié)合市場營銷理論主要在產(chǎn)品、產(chǎn)品定價(jià)、分銷渠道、促銷等方面提出了優(yōu)化策略,包括要加強(qiáng)產(chǎn)品創(chuàng)新、實(shí)現(xiàn)金融產(chǎn)品多元化、施行差異化產(chǎn)品政策、促進(jìn)業(yè)務(wù)轉(zhuǎn)型、建立多層營銷、全方位促銷渠道等,同時(shí)提出在組織建設(shè)、營銷隊(duì)信息系統(tǒng)等方面促進(jìn)業(yè)務(wù)發(fā)展的保障措施。
[Abstract]:The business of the company is one of the most traditional business sectors of commercial banks, and the expansion and development of its market, As a joint-stock commercial bank, Zhengzhou Branch of ZX Bank, as a joint-stock commercial bank, has a relatively scientific corporate management structure and a good business foundation. Although in recent years, Zhengzhou Branch of ZX Bank has kept up with the tide of construction and development of the Central Plains Economic Zone, constantly pioneering and enterprising, innovating and seeking change, speeding up business transformation, improving management level, and maintaining the rapid and healthy development of various businesses. However, in the face of increasingly fierce market competition in the market development of public business, it is still urgent to formulate scientifically the marketing optimization strategy for public business, which is suitable for the reality of the bank itself, and there is a long way to go. Modern marketing theory is the basis of this paper. In this process, from the external environment to the internal business situation and other factors, according to the contemporary marketing theory, combined with the business practice of the bank, the external and internal environment analysis, On the basis of expounding the basic situation of ZX Bank and Zhengzhou Branch, this paper focuses on the macroeconomic environment, regional economic environment and financial policy that directly affect the business development of Zhengzhou Branch of ZX Bank. Customer resources and regional peer competition on the impact of bank marketing and other practical issues. Based on the analysis of the changes of macroeconomic environment and financial environment in China, as well as the present situation and future trend of banking industry, this paper analyzes the present situation and existing problems of the business development of banking companies. In the current financial market environment of deepening reform, with the development of interest rate marketization, the rapid expansion of Internet finance, Commercial banks are facing severe challenges. The business of Zhengzhou Branch of ZX Bank has made some progress in actively coping with the changes in the market, but there is still an unreasonable market and corporate business structure, and the marketing and profit model is more traditional. Products are not rich in innovation, marketing team competitiveness and other issues, in the company's business development marketing strategy combined with marketing theory to analyze the market segmentation, target market and market position of Zhengzhou Branch of ZX Bank. To determine the priority industries and customers, such as modern service industry, urbanization construction, strategic emerging industries and other key directions of customers, in the customer structure to form an "olive" customer structure, and combined with marketing theory mainly in the product, The optimization strategies of product pricing, distribution channels and promotion are put forward, including strengthening product innovation, realizing diversification of financial products, implementing differentiated product policies, promoting business transformation, establishing multi-tiered marketing, omni-directional promotion channels, and so on. At the same time, the paper puts forward the safeguard measures to promote the business development in the aspects of organization construction, marketing team information system and so on.
【學(xué)位授予單位】：鄭州大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2014
【分類號】：F832.2;F274

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