【摘要】：：隨著我國與全球經(jīng)濟(jì)聯(lián)系的日益緊密,國際結(jié)算業(yè)務(wù)已成為我國各家商業(yè)銀行中間業(yè)務(wù)競爭的焦點(diǎn)。中國銀行湖南省分行亟需優(yōu)化營銷策略以強(qiáng)化其國際結(jié)算業(yè)務(wù)。 中國銀行湖南省分行國際結(jié)算業(yè)務(wù)有著市場份額大、業(yè)務(wù)處理能力強(qiáng)、經(jīng)驗(yàn)豐富、產(chǎn)品和服務(wù)多樣性強(qiáng)等優(yōu)點(diǎn),但目前面臨著市場份額下降、缺乏清晰的戰(zhàn)略規(guī)劃、組織結(jié)構(gòu)落后和人力資源管理機(jī)制僵化等問題。通過運(yùn)用SWOT分析法進(jìn)行優(yōu)勢、劣勢、外部機(jī)遇和外部威脅的分析,確定營銷戰(zhàn)略應(yīng)選擇抓住機(jī)遇,克服劣勢,強(qiáng)化對內(nèi)管理控制機(jī)制,綜合發(fā)展對外經(jīng)營,穩(wěn)固和擴(kuò)張市場份額,利用規(guī)模降低成本和進(jìn)行市場細(xì)分。中國銀行湖南省分行營銷策略的優(yōu)化包括深化本外幣一體化的經(jīng)營模式、堅(jiān)持業(yè)務(wù)創(chuàng)新、強(qiáng)化品牌形象、根據(jù)市場建立分層定價(jià)機(jī)制、優(yōu)化營銷渠道、制定多樣化的促銷策略、優(yōu)化服務(wù)營銷體系等方面。論文為營銷優(yōu)化策略的實(shí)施設(shè)計(jì)了三個(gè)保障措施,即考核機(jī)制保障、內(nèi)部控制保障和人力資源保障。
[Abstract]:With the increasingly close relationship between our country and the global economy, the international settlement business has become the focus of the intermediate business competition of the commercial banks in our country. The Bank of China Hunan Branch needs to optimize its marketing strategy to strengthen its international settlement business. The international settlement business of the Hunan Branch of the Bank of China has the advantages of large market share, strong business processing ability, rich experience, and strong diversity of products and services, but at present it faces a decline in market share and a lack of clear strategic planning. The backwardness of organizational structure and the rigidity of human resource management mechanism. Through the analysis of strengths, weaknesses, external opportunities and threats by using SWOT analysis, it is determined that marketing strategies should seize opportunities, overcome weaknesses, strengthen internal management and control mechanisms, and comprehensively develop external operations. Stabilize and expand market share, use scale to reduce costs and market segmentation. The optimization of marketing strategy of Bank of China Hunan Branch includes deepening the mode of integration of local and foreign currency, insisting on business innovation, strengthening brand image, establishing layered pricing mechanism according to the market, optimizing marketing channels, and formulating diversified promotion strategies. Optimize service marketing system and other aspects. This paper designs three safeguard measures for the implementation of marketing optimization strategy, that is, check-up mechanism guarantee, internal control guarantee and human resource guarantee.
【學(xué)位授予單位】：中南大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2013
【分類號(hào)】：F832.2

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