本文選題：城市商業(yè)銀行 + 營(yíng)銷策略��； 參考：《吉林大學(xué)》2014年碩士論文

【摘要】：2013年起，中國(guó)版“巴塞爾協(xié)議Ⅲ”正式實(shí)施，即《中國(guó)銀行業(yè)實(shí)施新監(jiān)管標(biāo)準(zhǔn)指導(dǎo)意見(jiàn)》，這確立了中國(guó)銀行業(yè)實(shí)施新監(jiān)管標(biāo)準(zhǔn)的政策框架。新監(jiān)管標(biāo)準(zhǔn)要求的新資本充足率標(biāo)準(zhǔn)使銀行面臨長(zhǎng)期的資本補(bǔ)充壓力，流動(dòng)性監(jiān)管標(biāo)準(zhǔn)促進(jìn)了銀行業(yè)務(wù)轉(zhuǎn)型，撥備率和杠桿率監(jiān)管標(biāo)準(zhǔn)抑制了商業(yè)銀行的信貸擴(kuò)張沖動(dòng)。我國(guó)股份制商業(yè)銀行業(yè)面臨著日益剛性的監(jiān)管約束，這是巨大的挑戰(zhàn)，尤其是對(duì)于資金規(guī)模有限、品牌價(jià)值偏低、管理手段單一的城市商業(yè)銀行。要想穩(wěn)定、持續(xù)、健康發(fā)展，拓寬資本補(bǔ)充渠道，促使經(jīng)營(yíng)模式轉(zhuǎn)型，城市商業(yè)銀行必須深化營(yíng)銷理念的理解、加大營(yíng)銷實(shí)踐力度，以提升自身核心競(jìng)爭(zhēng)力，在市場(chǎng)競(jìng)爭(zhēng)中占據(jù)一席之地。 在城市商業(yè)銀行整體規(guī)模小、品牌號(hào)召力偏低、渠道優(yōu)勢(shì)不明顯、資源結(jié)構(gòu)失衡和銀行界對(duì)優(yōu)質(zhì)資源積極搶奪的現(xiàn)狀下，本研究對(duì)吉林銀行長(zhǎng)春一汽支行所處的宏觀的政治經(jīng)濟(jì)環(huán)境、中觀的區(qū)域產(chǎn)業(yè)環(huán)境和微觀的企業(yè)內(nèi)部環(huán)境進(jìn)行了分析和總結(jié)，詳述了其營(yíng)銷現(xiàn)狀和存在的問(wèn)題，并設(shè)計(jì)了有針對(duì)性的營(yíng)銷策略方案。 首先，在對(duì)潛在客戶、現(xiàn)有客戶等不同群體進(jìn)行了一月余的綜合調(diào)研后，結(jié)合第三方提供的數(shù)據(jù)和部分反饋報(bào)告，做出了該行在營(yíng)銷管理實(shí)踐中存在的品牌價(jià)值量低、渠道控制力弱、促銷機(jī)制落后和服務(wù)有效率低的主要結(jié)論。 其次，結(jié)合文獻(xiàn)研究和相關(guān)學(xué)術(shù)研究的成果，以定性分析為基礎(chǔ)，運(yùn)用PEST模型對(duì)研究對(duì)象所處的宏觀環(huán)境進(jìn)行了分析和總結(jié)，研究對(duì)象的政治、經(jīng)濟(jì)和社會(huì)環(huán)境整體向好，技術(shù)環(huán)境中存有隱憂，傳統(tǒng)銀行業(yè)在很長(zhǎng)時(shí)間內(nèi)積累起來(lái)的競(jìng)爭(zhēng)優(yōu)勢(shì)在現(xiàn)代技術(shù)之下，可以很快就被競(jìng)爭(zhēng)對(duì)手超越；運(yùn)用波特五力模型工具對(duì)研究對(duì)象所處的中觀產(chǎn)業(yè)環(huán)境進(jìn)行了分析和總結(jié)，研究對(duì)象的替代品存在較大威脅，，貨幣基金、基金定投和人民幣理財(cái)產(chǎn)品等對(duì)銀行負(fù)債類產(chǎn)品的替代度較高，銀行脫媒威脅較大；運(yùn)用戰(zhàn)略資源模型對(duì)人力、財(cái)務(wù)、物資、組織、技術(shù)和商譽(yù)等企業(yè)內(nèi)部環(huán)境要素進(jìn)行了分析和總結(jié)，研究對(duì)象商譽(yù)的資源性價(jià)值有一定的提高空間。 再次，依據(jù)內(nèi)外環(huán)境分析的結(jié)果，以定量分析為基礎(chǔ)，運(yùn)用STP模型對(duì)研究對(duì)象所在市場(chǎng)進(jìn)行細(xì)分、目標(biāo)市場(chǎng)選擇和定位，最終定位于做財(cái)富成長(zhǎng)期的單位客戶的貴人和財(cái)富成熟期的個(gè)人客戶的管家。 最后，結(jié)合香港恒生銀行上海分行、招商銀行銀行卡部、匯豐村鎮(zhèn)銀行等優(yōu)秀金融服務(wù)機(jī)構(gòu)的運(yùn)作理念和方式，提煉出其中值得吉林銀行長(zhǎng)春一汽支行借鑒、學(xué)習(xí)的成功經(jīng)驗(yàn)，針對(duì)財(cái)富成長(zhǎng)期的單位客戶和財(cái)富成熟期的個(gè)人客戶，系統(tǒng)提出優(yōu)化該行營(yíng)銷策略的對(duì)策設(shè)計(jì)，完成了論文的研究目的。 研究旨在進(jìn)一步探索和優(yōu)化適合股份制商業(yè)銀行發(fā)展的營(yíng)銷策略，為城市商業(yè)銀行在樹(shù)立品牌形象、強(qiáng)化渠道建設(shè)、優(yōu)化促銷機(jī)制和加強(qiáng)有形展示與過(guò)程管理等四個(gè)方面提供一些思路和建議。
[Abstract]:Since 2013, the Chinese version of the "Basel Agreement III" was formally implemented, that is, the guidelines for the implementation of new regulatory standards in China's banking industry, which establishes the policy framework for the implementation of new regulatory standards in the Chinese banking industry. The new standard of capital adequacy requirements for the new regulatory standards makes banks face long-term capital replenishment pressures, and liquidity regulatory standards have promoted silver. China's joint-stock commercial banks are faced with increasingly rigid regulatory constraints. This is a huge challenge, especially for the limited size of funds, low brand value, and a single management of urban commercial banks. The city commercial bank must deepen the understanding of the marketing concept and increase the marketing practice, in order to enhance its core competitiveness and occupy a place in the market competition.
With the small scale of urban commercial banks, low brand appeal, unobvious channel advantages, unbalance of resources structure and the active snatching of high quality resources by the bank, this study has divided the macro political and economic environment, the meso regional industrial environment and the micro enterprise internal environment of the Changchun FAW branch of the Bank of Jilin. Analysis and summary, detailed description of its marketing status and existing problems, and design a targeted marketing strategy.
First, after a month of comprehensive survey of different groups, such as potential customers and existing customers, combined with the data provided by the third parties and some feedback reports, the bank has made the main conclusion that the bank has low brand value, weak channel control, low promotion mechanism and low service efficiency in marketing management practice.
Secondly, based on the results of literature research and related academic research, based on qualitative analysis, the PEST model is used to analyze and summarize the macro environment of the research object. The political, economic and social environment of the research object is better, there are some hidden worries in the technical environment, and the competitive advantage accumulated in the traditional banking industry for a long time. Under the modern technology, the competitor can be surpassed quickly by the competitor; the Potter five force model tool is used to analyze and summarize the medium view industrial environment of the research object. The substitute of the research object has a great threat. The money fund, the fund investment and the RMB financial products have a high substitution degree to the bank liability products. Bank disintermediation is a great threat, and the strategic resource model is used to analyze and summarize the internal environmental factors of human, financial, material, organization, technology and goodwill, and the resource value of the research object of goodwill has a certain space to improve.
Thirdly, based on the results of the internal and external environment analysis, based on the quantitative analysis, the STP model is used to subdivide the market of the research objects, the target market selection and the positioning, and ultimately the managers of the individual customers of the unit customers and the personal customers in the maturity period of wealth growth period.
Finally, combining the operation ideas and methods of Hongkong Hengsheng bank Shanghai branch, China Merchants Bank bank card department, HSBC village bank and other outstanding financial service institutions, this paper extracts the successful experience of learning from Changchun FAW branch of Jilin bank, which aims at the unit customers of wealth growth period and personal customers in the maturity period of wealth. The design of the strategy to optimize the marketing strategy of the bank has completed the research purpose of the paper.
The purpose of this study is to further explore and optimize the marketing strategies suitable for the development of joint-stock commercial banks, and provide some ideas and suggestions for the four aspects of urban commercial banks to establish brand image, strengthen channel construction, optimize promotion mechanism and strengthen tangible display and process management.

【學(xué)位授予單位】：吉林大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2014
【分類號(hào)】：F832.33;F274

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