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  本文選題：股份制銀行　切入點：金融背景　出處：《華中農業(yè)大學》2013年碩士論文

【摘要】：隨著全球金融環(huán)境的不斷變化和行業(yè)競爭的加劇,國際金融危機呈現蔓延性趨勢。我國的經濟增長勢頭也受到金融環(huán)境的影響而勢頭放緩。國內銀行特別是股份制商業(yè)銀行面臨的挑戰(zhàn)和壓力空前。身處該經濟環(huán)境背景下的股份制商業(yè)銀行,要想取得持續(xù)、健康、穩(wěn)定的發(fā)展,就必須通過完善自身市場營銷策略來搶占市場份額,提升自身核心競爭力,應對不斷變化的市場和導向需求。 本文在股份制商業(yè)銀行整體金融背景和企業(yè)投資意愿萎縮、銀行界對優(yōu)質資源爭奪激烈的現狀下,以華夏銀行沈陽分行為例,分別從其所處的政策環(huán)境、區(qū)域環(huán)境、行業(yè)競爭環(huán)境出發(fā),對其營銷現狀和存在的問題進行分析和歸納,梳理了影響營銷的若干因素和問題,并設計了有針對性的問卷,對本行員工和客戶等百余位不同群體的受訪者歷時三周進行了問卷調查,通過收回的有效問卷,分別從基本數據、整體情況、主要特點方面進行了分析,得出了華夏銀行沈陽分行在營銷管理中存在產品策略不科學、價格策略僵化、分銷策略單一、促銷策略缺乏特色和機構設置重管理輕經營等主要結論,并在文獻研究和相關學術研究成果的基礎上,對上述結論提出通過市場定位、目標市場的選擇、產品創(chuàng)新、組合和改進、成本和需求定價、營銷渠道的多元化、全員營銷、人員和服務促銷、廣告及機構改進等策略來改善其營銷現狀和解決現有問題,最后在此基礎上,提出了從加強營銷隊伍建設、客戶關系管理、風險管控、素質培訓和營銷文化建設等多項建議和措施來保障改善營銷策略的實施。 本文旨在進一步探索和優(yōu)化適合股份制商業(yè)銀行發(fā)展的營銷策略思路,為股份制商業(yè)銀行樹立良好品牌形象、搶占市場,在機遇和挑戰(zhàn)中提升銀行的核心競爭能力,實現股份制銀行可持續(xù)發(fā)展獻計獻策；研究所得的結論將對我國股份制商業(yè)銀行和城市商業(yè)銀行,或是國有商業(yè)銀行的營銷和管理,都將起到一定的借鑒意義。
[Abstract]:As the global financial environment continues to change and industry competition intensifies, The international financial crisis shows a spreading trend. The economic growth momentum of our country is also affected by the financial environment and the momentum slows down. The domestic banks, especially the joint-stock commercial banks, are facing unprecedented challenges and pressures. The joint-stock commercial banks under the background of environment, In order to achieve sustainable, healthy and stable development, we must improve our own marketing strategy to seize market share, enhance their core competitiveness, and cope with the changing market and guiding demand. In this paper, the overall financial background of joint-stock commercial banks and the willingness of enterprises to invest are shrinking, and the competition for high-quality resources in the banking sector is fierce. Taking the Shenyang Branch of Huaxia Bank as an example, the paper analyzes the policy environment and regional environment in which the bank is located. Starting from the competition environment of the industry, this paper analyzes and summarizes the current marketing situation and existing problems, combs some factors and problems affecting the marketing, and designs a targeted questionnaire. More than 100 interviewees from different groups, such as employees and customers of our bank, were surveyed for three weeks. Through the valid questionnaires, the basic data, the overall situation and the main characteristics were analyzed respectively. The main conclusions are that the product strategy is unscientific, the price strategy is rigid, the distribution strategy is single, the promotion strategy is lack of characteristics and the management is less important than the management in the marketing management of Shenyang Branch of Huaxia Bank. On the basis of literature research and related academic research, the paper puts forward the following conclusions: market orientation, choice of target market, product innovation, combination and improvement, cost and demand pricing, diversification of marketing channels, full marketing, etc. Personnel and service promotion, advertising and organization improvement strategies to improve its marketing status and solve existing problems, finally, proposed from the strengthening of marketing team building, customer relationship management, risk control, Quality training and marketing culture construction and other suggestions and measures to ensure the implementation of improved marketing strategies. The purpose of this paper is to further explore and optimize the marketing strategies suitable for the development of joint-stock commercial banks, to set up a good brand image for joint-stock commercial banks, to seize the market, and to enhance the core competitiveness of banks in both opportunities and challenges. The conclusions of the study will be helpful to the marketing and management of joint-stock commercial banks and urban commercial banks or state-owned commercial banks.
【學位授予單位】：華中農業(yè)大學
【學位級別】：碩士
【學位授予年份】：2013
【分類號】：F274;F832.33

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本文編號：1653344