本文選題：浦發(fā)銀行大連分行　切入點(diǎn)：信貸業(yè)務(wù)　出處：《大連理工大學(xué)》2014年碩士論文　論文類型：學(xué)位論文

【摘要】：隨著經(jīng)濟(jì)的增長(zhǎng),銀行在消費(fèi)者生活中所占的位置越來(lái)越重要,而且銀行對(duì)于國(guó)家的發(fā)展也起著非常重要的作用。商業(yè)銀行是一種以營(yíng)利為目的的商業(yè)組織,目前信貸業(yè)務(wù)是商業(yè)銀行獲取利潤(rùn)的主要來(lái)源,由于對(duì)外開(kāi)放與市場(chǎng)經(jīng)濟(jì)的逐步深化,銀行之間的競(jìng)爭(zhēng)逐步激烈。 本文以大連浦發(fā)銀行作為研究對(duì)象,針對(duì)大連浦發(fā)銀行目前的信貸業(yè)務(wù)營(yíng)銷現(xiàn)狀而分析研究。本文主要包括五個(gè)部分。第一部分是問(wèn)題的提出,闡述了信貸業(yè)務(wù)對(duì)大連浦發(fā)銀行營(yíng)利的重要性,指出本文為在制定信貸業(yè)務(wù)營(yíng)銷戰(zhàn)略和具體策略的思路,是具有非常重要的意義的,并提出了本文的研究思路和技術(shù)路線。第二部分介紹了大連浦發(fā)銀行信貸業(yè)務(wù)的營(yíng)銷情況,包括：大連浦發(fā)銀行的基本情況、信貸業(yè)務(wù)的發(fā)展現(xiàn)狀及問(wèn)題。第三部分分析了影響大連浦發(fā)銀行信貸業(yè)務(wù)營(yíng)銷環(huán)境的因素,從宏觀環(huán)境要素和微觀環(huán)境要素兩個(gè)方面來(lái)進(jìn)行分析。第四部分為結(jié)合以上分析,利用市場(chǎng)細(xì)分、細(xì)分市場(chǎng)的選擇和市場(chǎng)定位這個(gè)步驟來(lái)制定大連浦發(fā)銀行信貸業(yè)務(wù)的營(yíng)銷戰(zhàn)略。第五部分為根據(jù)上文提出的營(yíng)銷戰(zhàn)略來(lái)制定具體的營(yíng)銷策略來(lái)實(shí)現(xiàn)銀行的利潤(rùn)增長(zhǎng)。 本文的重點(diǎn)是為大連浦發(fā)銀行制定出符合其發(fā)展遠(yuǎn)景的、可以實(shí)現(xiàn)利潤(rùn)增長(zhǎng)的信貸業(yè)務(wù)的營(yíng)銷戰(zhàn)略,希望能夠?qū)Υ筮B浦發(fā)銀行有一定的借鑒意義,并對(duì)其他銀行在遇到其他類似問(wèn)題時(shí)提供一些解決思路。
[Abstract]:As the economy grows, banks play a more and more important role in consumer life, and banks also play a very important role in the development of the country. Commercial banks are a commercial organization for profit. At present, credit business is the main source of profit for commercial banks, and the competition between banks is gradually fierce due to the opening to the outside world and the deepening of market economy. This paper takes Dalian Pudong Development Bank as the research object, and analyzes and studies the present situation of the credit business marketing of Dalian Pudong Development Bank. This paper mainly includes five parts. The first part is the raising of the question. This paper expounds the importance of credit business to the profit of Dalian Pudong Development Bank, and points out that this paper is of great significance in formulating the marketing strategy and specific strategy of credit business. The second part introduces the marketing situation of the credit business of Dalian Pudong Development Bank, including: the basic situation of Dalian Pudong Development Bank. The third part analyzes the factors that affect the marketing environment of the credit business of Dalian Pudong Development Bank, and analyzes the macro-environmental factors and micro-environmental elements. Part 4th is the combination of the above analysis. Using market segmentation, The step of market segmentation and market orientation is to formulate the marketing strategy of the credit business of Dalian Pudong Development Bank. Part 5th is to formulate specific marketing strategies according to the above mentioned marketing strategies to achieve the bank's profit growth. The focus of this paper is to draw up a marketing strategy for Dalian Pudong Development Bank, which accords with its development perspective and can achieve profit growth. I hope it can be used for reference by Dalian Pudong Development Bank. And other banks in the face of other similar problems to provide some solutions.
【學(xué)位授予單位】：大連理工大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2014
【分類號(hào)】：F832.4

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