【摘要】：隨著國家城鎮(zhèn)化建設進程的加快，城鎮(zhèn)化建設已成為長沙市及所轄縣(市區(qū))經濟發(fā)展的重要方面。銀行作為資金融通的重要渠道，在城鎮(zhèn)化建設過程中發(fā)揮著舉足輕重的作用。因此，探索適合長沙金星建行城鎮(zhèn)化建設貸款的市場營銷之路，制定切實可行的長沙金星建行城鎮(zhèn)化貸款市場拓展策略具有重要意義。 本文以市場營銷和金融生態(tài)學等相關理論為基礎，，首先利用SWOT模型，對長沙金星建行城鎮(zhèn)化建設貸款的市場拓展環(huán)境進行全面分析，并針對長沙金星建行面臨的市場機會及威脅、自身競爭優(yōu)勢及劣勢，提出市場拓展的戰(zhàn)略目標。然后通過目標市場細分與市場定位，從經營策略、產品策略、渠道策略、定價策略和風險策略等5個維度，制定城鎮(zhèn)化建設貸款市場拓展戰(zhàn)略。最后從步驟、保障和效果出發(fā)，探討上述市場拓展策略的實施問題。 城鎮(zhèn)化建設貸款是一項特殊的金融產品，其市場拓展也是一項系統(tǒng)性工程，必須注重與長沙金星建行的總體發(fā)展目標相適應，與內外部金融環(huán)境相適應。同時，市場拓展過程中的各種策略組合、運用也是靈活多變的，必須與市場相適應。本文在提高長沙金星建行市場拓展策略水平、擴大市場份額、提升核心競爭力、實現可持續(xù)發(fā)展等方面提供了思路。
[Abstract]:With the acceleration of the process of national urbanization, urbanization has become an important aspect of the economic development of Changsha and the counties (urban areas) under its jurisdiction. As an important channel of financing, banks play an important role in the process of urbanization construction. Therefore, it is of great significance to explore the way of marketing suitable for Changsha Venus Construction Bank's urbanization loan and to formulate a feasible market expansion strategy for Changsha Venus Construction Bank's urbanization loan. Based on the related theories of marketing and financial ecology, this paper firstly makes a comprehensive analysis of the market development environment of the urbanization construction loan of Jinxing Construction Bank in Changsha by using the SWOT model. Aiming at the market opportunities and threats, competitive advantages and disadvantages of Changsha Venus Construction Bank, this paper puts forward the strategic goal of market expansion. Then through the target market segmentation and market positioning, from the five dimensions of management strategy, product strategy, channel strategy, pricing strategy and risk strategy, to formulate the urbanization construction loan market expansion strategy. Finally, from the steps, guarantees and effects, the implementation of the above-mentioned market expansion strategy is discussed. Urbanization construction loan is a special financial product, its market expansion is also a systematic project, we must pay attention to adapt to the overall development goal of Changsha Venus Construction Bank, and adapt to the internal and external financial environment. At the same time, the combination of various strategies in the process of market expansion is flexible and changeable, and must be adapted to the market. This paper provides some ideas on how to improve the market expansion strategy, expand the market share, enhance the core competitiveness and realize sustainable development of Venus Construction Bank in Changsha.
【學位授予單位】：湖南大學
【學位級別】：碩士
【學位授予年份】：2014
【分類號】：F832.4

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