本文選題：金融企業(yè)　切入點(diǎn)：BPO　出處：《安徽大學(xué)》2015年碩士論文

【摘要】：隨著經(jīng)濟(jì)全球化的加速,越來越大的經(jīng)營壓力使得金融機(jī)構(gòu)不斷精細(xì)化分工,而現(xiàn)代化技術(shù)的快速發(fā)展,支撐著金融機(jī)構(gòu)將其非核心業(yè)務(wù)剝離開來,運(yùn)用投入較少的信息技術(shù)設(shè)備,來最大限度節(jié)約運(yùn)營成本、提高效益,金融服務(wù)外包產(chǎn)業(yè)迅速發(fā)展起來。K公司(簡稱“K”)是目前國內(nèi)從事金融服務(wù)外包的主要企業(yè)之一,.在國內(nèi)金融服務(wù)外包行業(yè)知名度頗高,市場份額在國內(nèi)占據(jù)領(lǐng)先地位。但是在近年來由于K公司總體戰(zhàn)略由市場導(dǎo)向轉(zhuǎn)為利潤為導(dǎo)向,公司的金融業(yè)務(wù)流程外包市場表現(xiàn)疲軟,經(jīng)常面臨漲價(jià)失敗、新項(xiàng)目難以中標(biāo)等情況,不論是在原有市場還是新興市場方面,均表現(xiàn)出競爭力下降的趨勢,因此,K公司迫切迫切需要找出適合公司發(fā)展的市場策略。本文以K公司安徽區(qū)域市場為研究對(duì)象,分析提出K在安徽區(qū)域遇到的問題,結(jié)合K公司在安徽區(qū)域所面臨的宏觀環(huán)境、行業(yè)環(huán)境、顧客需求以及競爭對(duì)手的情況,運(yùn)用交易成本理論、現(xiàn)代營銷管理理論、核心競爭力理論等加以分析,分別從產(chǎn)品、價(jià)格、渠道和促銷方面探討,制定出符合K公司在安徽區(qū)域發(fā)展的營銷策略。本文通過分析研究提出K公司在產(chǎn)品方面實(shí)現(xiàn)專業(yè)人才引進(jìn)、提高產(chǎn)品的核心競爭力、建設(shè)服務(wù)產(chǎn)品標(biāo)準(zhǔn)化流程、給予實(shí)施部門更多的業(yè)務(wù)培訓(xùn)支持；價(jià)格方面發(fā)揮出規(guī)模優(yōu)勢降低管理成本、進(jìn)行項(xiàng)目優(yōu)化削減冗余人員、實(shí)行區(qū)域平均利潤率政策,允許個(gè)別項(xiàng)目利潤率達(dá)不到公司要求；渠道方面重視已有合作的機(jī)構(gòu)的客戶關(guān)系,以老帶新、廣開渠道,關(guān)注農(nóng)商行、農(nóng)信社、保險(xiǎn)機(jī)構(gòu)、證券機(jī)構(gòu)、信托公司等；促銷方面提升服務(wù)重量,提供增值服務(wù)；開展“全員營銷”戰(zhàn)略。本文的創(chuàng)新之處在于選取K公司做為研究對(duì)象,分析其在安徽區(qū)域市場影響其占有市場的各種因素,從產(chǎn)品、價(jià)格、渠道、促銷等方面制定出適合公司發(fā)展的策略,為K公司在安徽區(qū)域的金融業(yè)務(wù)流程外包業(yè)務(wù)的開展提供指明方向。
[Abstract]:With the acceleration of economic globalization, more and more operating pressure makes financial institutions continue to refine the division of labor, and the rapid development of modern technology supports financial institutions to separate their non-core business.Using the information technology equipment with less investment to save the operation cost and improve the benefit, the financial service outsourcing industry develops rapidly. K Company ("K") is one of the main enterprises engaged in the financial service outsourcing at present in our country.In the domestic financial services outsourcing industry reputation is quite high, market share occupies the leading position in the country.However, in recent years, due to the shift of the overall strategy of K Company from market-oriented to profit-oriented, the company's financial business process outsourcing market has been weak, often facing price rises and failure, new projects are difficult to win bids, and so on.Both in the original market and in the emerging market, there is a declining trend of competitiveness. Therefore, the company urgently needs to find out the market strategy suitable for the development of the company.This paper takes the Anhui regional market of K Company as the research object, analyzes and puts forward the problems that K meets in Anhui region, and combines the macro environment, industry environment, customer demand and the situation of the competitors in the Anhui region of K Company.Based on the analysis of transaction cost theory, modern marketing management theory and core competence theory, this paper discusses the products, prices, channels and sales promotion, and formulates the marketing strategies in line with the regional development of K Company in Anhui Province.Through analysis and research, this paper puts forward that K company can bring in professional talents in product, improve the core competitiveness of products, build standardization process of service products, and give more business training support to the implementing department.In the aspect of price, the advantages of scale are brought into play to reduce the cost of management, the project optimization and the reduction of redundant personnel are carried out, the policy of regional average profit margin is implemented, and the profit margin of individual projects is allowed to fall short of theIn the aspect of channels, we attach importance to the customer relationship of the existing cooperative organizations, open up new and old channels, pay attention to the agribusiness firms, rural credit cooperatives, insurance institutions, securities institutions, trust companies, etc.Carry out the strategy of "full marketing".The innovation of this paper is to select K Company as the research object, analyze the various factors that affect the market possession of K Company in Anhui regional market, and formulate a suitable strategy for the development of the company from the aspects of product, price, channel, promotion and so on.For K company in Anhui financial business process outsourcing business development direction.
【學(xué)位授予單位】：安徽大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2015
【分類號(hào)】：F832.39;F274

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