【摘要】：中間業(yè)務(wù)是一家銀行業(yè)務(wù)的發(fā)展能力、綜合實(shí)力的體現(xiàn),直接決定銀行的綜合營(yíng)銷(xiāo)能力和未來(lái)可持續(xù)發(fā)展水平,也是未來(lái)銀行業(yè)必然的發(fā)展趨勢(shì)。1994年,A行在六大國(guó)家專業(yè)投資公司的基礎(chǔ)上成立,以國(guó)家中長(zhǎng)期戰(zhàn)略的政策性為服務(wù)定位,以支持國(guó)家基礎(chǔ)建設(shè)、基礎(chǔ)產(chǎn)業(yè)和支柱產(chǎn)業(yè)為己任,在2007年,A行經(jīng)國(guó)務(wù)院批準(zhǔn),正式全面啟動(dòng)商業(yè)化改革,4月12日,國(guó)務(wù)院正式批準(zhǔn)國(guó)家開(kāi)發(fā)銀行改革方案,明確要求其開(kāi)發(fā)性金融機(jī)構(gòu)定位。但在中間業(yè)務(wù)市場(chǎng)拓展方面A行還有很多不足之處,面對(duì)日益激烈的市場(chǎng)競(jìng)爭(zhēng),和開(kāi)發(fā)性金融改革的機(jī)遇,A行寧夏分行的中間業(yè)務(wù)營(yíng)銷(xiāo)成為急需面對(duì)的問(wèn)題,而制定科學(xué)化的營(yíng)銷(xiāo)策略則成為A行寧夏分行未來(lái)是否能夠順利發(fā)展的基礎(chǔ)。本文以A行寧夏分行中間業(yè)務(wù)營(yíng)銷(xiāo)為主線,分析了中間營(yíng)銷(xiāo)的現(xiàn)狀、前景和具體的實(shí)施細(xì)則。通過(guò)對(duì)A行寧夏分行的內(nèi)外部環(huán)境的分析,明確A行中間業(yè)務(wù)發(fā)展的優(yōu)勢(shì)、劣勢(shì)、當(dāng)前可見(jiàn)的機(jī)遇以及實(shí)施過(guò)程中需要面對(duì)的挑戰(zhàn),通過(guò)對(duì)資源和數(shù)據(jù)分析設(shè)計(jì)出A行寧夏分行中間業(yè)務(wù)的市場(chǎng)營(yíng)銷(xiāo)策略。具體而言：本文首先分析A行寧夏分行中間業(yè)務(wù)所處的營(yíng)銷(xiāo)環(huán)境,并對(duì)當(dāng)前A行寧夏分行的中間業(yè)務(wù)現(xiàn)狀進(jìn)行了詳細(xì)分析,根據(jù)分析結(jié)果指出當(dāng)前中間業(yè)務(wù)營(yíng)銷(xiāo)存在的弊端,通過(guò)CCDV-TP模型,對(duì)A行寧夏分行中間業(yè)務(wù)營(yíng)銷(xiāo)策略進(jìn)行設(shè)計(jì)及部署。最后,給出了A行寧夏分行營(yíng)銷(xiāo)的創(chuàng)新策略及實(shí)施結(jié)果反饋。
[Abstract]:Intermediate business is the development ability of a bank business, the embodiment of comprehensive strength, directly determines the comprehensive marketing ability of the bank and the level of future sustainable development, is also the inevitable development trend of the banking industry in the future. Bank A was established on the basis of six major national professional investment companies, with the policy orientation of the country's medium- and long-term strategy as its service orientation, with support for national infrastructure, basic industries and pillar industries as its own responsibility. In 2007, A was approved by the State Council. On April 12, the State Council formally approved the reform plan of the National Development Bank and explicitly requested the orientation of its developmental financial institutions. But there are still many deficiencies in the development of intermediary business market. In the face of the increasingly fierce market competition and the opportunity of development finance reform, the intermediary business marketing of Bank A Ningxia Branch has become a problem urgently needed to face. The establishment of scientific marketing strategy is the basis for the smooth development of Bank A Ningxia Branch in the future. This paper analyzes the present situation, prospect and detailed rules of intermediate marketing in Ningxia Branch of Bank A. Through the analysis of the internal and external environment of the Ningxia Branch of Bank A, the strengths and weaknesses of Bank A's intermediate business development, the current visible opportunities and the challenges to be faced in the implementation process are clarified. Through the analysis of resources and data, the marketing strategy of intermediary business of Bank A Ningxia Branch is designed. Specifically, this paper first analyzes the marketing environment of the intermediary business of Bank A Ningxia Branch, and analyzes in detail the current situation of the intermediary business of Bank A Ningxia Branch. According to the analysis results, it points out the drawbacks of the current intermediate business marketing. Through CCDV-TP model, the marketing strategy of intermediary business in Ningxia Branch of Bank A is designed and deployed. Finally, the innovation strategy and implementation result feedback of Ningxia Branch of Bank A are given.
【學(xué)位授予單位】：寧夏大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2015
【分類(lèi)號(hào)】：F832.2

【共引文獻(xiàn)】

相關(guān)期刊論文 前1條

1 王越;;基于后經(jīng)濟(jì)危機(jī)論我國(guó)商業(yè)銀行中間業(yè)務(wù)[J];全國(guó)商情(理論研究);2010年22期

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本文編號(hào)：2333591