本文選題：村鎮(zhèn)銀行 + 營銷策略��； 參考：《天津商業(yè)大學(xué)》2017年碩士論文

【摘要】：在國家大力發(fā)展三農(nóng)的大前提下,農(nóng)村金融也相應(yīng)的得到高度重視及相關(guān)政策的扶持。我國村鎮(zhèn)銀行近幾年發(fā)展迅猛,既有諸多機遇,又面臨殘酷挑戰(zhàn)。而當(dāng)前,隨著金融市場的進一步開放,農(nóng)村金融市場緊隨其后;利率市場化進程的逐步完善,同業(yè)競爭的愈演愈烈,天津津南村鎮(zhèn)銀行的經(jīng)營環(huán)境越來越惡劣。天津津南村鎮(zhèn)銀行不管從哪方面來講,都是銀行業(yè)眾多巨輪中的一只小船,在金融風(fēng)暴中,隨時都面臨著巨大的風(fēng)險。天津津南村鎮(zhèn)銀行要想在惡劣的市場環(huán)境中取得優(yōu)勢,學(xué)習(xí)并應(yīng)用先進的市場營銷策略則顯得尤為重要,其過程對天津津南村鎮(zhèn)銀行來說既有指導(dǎo)作用,也有戰(zhàn)略意義。首先,本文簡要概述了應(yīng)用到的基礎(chǔ)理論,包括市場營銷相關(guān)理論、銀行營銷相關(guān)理論以及SWOT分析的概念。其次,本文運用SWOT分析法對天津津南村鎮(zhèn)銀行開展市場營銷的內(nèi)部環(huán)境即自身的優(yōu)勢和劣勢、外部環(huán)境即機會和威脅進行了詳細的分析。通過分析,發(fā)現(xiàn)天津津南村鎮(zhèn)銀行應(yīng)對外部機會和威脅、解決劣勢的能力一般,而利用自身優(yōu)勢的水平較高。根據(jù)天津津南村鎮(zhèn)銀行所處環(huán)境,構(gòu)建出SWOT矩陣模型,并給出運用決策效率高的優(yōu)勢,去主動抓取外部機遇;利用發(fā)起行經(jīng)驗,根據(jù)自身情況制定金融產(chǎn)品和服務(wù),以此來抵御威脅等策略建議。再次,本文對天津津南村鎮(zhèn)銀行的產(chǎn)品、價格、渠道、促銷、人員、有形展示及過程等7大要素進行了分析,并從中發(fā)現(xiàn)該銀行產(chǎn)品單一、服務(wù)缺乏創(chuàng)新、渠道過于注重面對面營銷、忽視了廣告促銷的重要性、人員崗位配置不合理、硬件設(shè)施更新慢等一系列問題。最后,通過切實的研究,本文對天津津南村鎮(zhèn)銀行的營銷策略給出了利用“創(chuàng)新+借鑒”的產(chǎn)品開發(fā)模式、差異化的策略、綜合定價、金融服務(wù)站為主的新渠道、提升認知度的廣告策略、“以人為本”的員工策略、強化基礎(chǔ)設(shè)施建設(shè)、強化服務(wù)具象化和強調(diào)反饋的過程等營銷策略組合等符合實際情況、適應(yīng)市場的建議,而且也提出了一些建議實施的保障措施。本文的最終期望是對天津津南村鎮(zhèn)銀行的市場營銷策略起到一定的實際指導(dǎo)作用。同時,本文還提出了自身的不足之處,并期望在以后的工作生活中進行更深層次的研究。
[Abstract]:Under the premise of vigorously developing agriculture, rural areas and farmers, rural finance has been attached great importance and supported by relevant policies. Our country village bank develops rapidly in recent years, not only has many opportunities, but also faces the cruel challenge. At present, with the further opening of the financial market, the rural financial market is closely followed; the interest rate marketization process is gradually improved, the competition between the same industry is becoming more and more fierce, Tianjin Jinnan Village Bank's operating environment is getting worse and worse. Tianjin Jinnan Village Bank, in any way, is a small boat among many huge ships in the banking industry, and it faces great risks at any time in the financial turmoil. If Tianjin Jinnan Village Bank wants to gain advantages in the bad market environment, it is particularly important to learn and apply advanced marketing strategies. The process of this process has both guiding role and strategic significance for Tianjin Jinnan Village and Town Bank. First of all, this paper briefly summarizes the applied basic theories, including marketing related theory, bank marketing related theory and SWOT analysis concept. Secondly, this paper makes a detailed analysis of the internal environment of Tianjin Jinnan Village Bank, that is, its own strengths and weaknesses, and the external environment, namely, opportunities and threats, by using the SWOT analysis method. Through the analysis, it is found that Tianjin Jinnan Village and Town Bank is generally capable of dealing with external opportunities and threats and solving disadvantages, while the level of utilizing its own advantages is relatively high. According to the environment of Tianjin Jinnan Village and Town Bank, the SWOT matrix model is constructed, and the advantage of high decision-making efficiency is given to actively seize external opportunities, and financial products and services are formulated according to their own situation. In order to resist threats and other strategic recommendations. Thirdly, this paper analyzes the products, prices, channels, sales promotion, personnel, tangible display and process of Tianjin Jinnan Village Bank, and finds that the bank has a single product and a lack of service innovation. The channel pays too much attention to face marketing, neglects the importance of advertising promotion, unreasonable staffing, slow hardware update and so on. Finally, through the practical research, this paper gives the new channel of the Tianjin Jinnan Village Bank's marketing strategy, which uses the "innovation and reference" product development model, the differentiation strategy, the comprehensive pricing, the financial service station as the main channel. Advertising strategies to enhance awareness, "people-oriented" employee strategies, strengthening infrastructure construction, strengthening the mix of marketing strategies such as service representativeness and the process of emphasizing feedback are in line with the actual situation and adapt to market recommendations. And also put forward a number of recommendations to implement the safeguards. The final expectation of this paper is to play a practical guiding role in the marketing strategy of Tianjin Jinnan Village Bank. At the same time, this paper also puts forward its own shortcomings, and expects to carry out further research in the future working life.
【學(xué)位授予單位】：天津商業(yè)大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2017
【分類號】：F832.35;F274

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