浙商銀行濟南分行投行業(yè)務營銷策略研究
發(fā)布時間：2018-09-12 14:59
【摘要】：浙商銀行濟南分行正面臨著一場前所未有的挑戰(zhàn)和機遇,面向市場經營,尋求發(fā)展,分行就必須要更新原有“存款立行”的經營觀念。對長期處于市場競爭環(huán)境下的我行而言,浙商銀行營銷管理將面臨著一次新的挑戰(zhàn)和機遇。本文就目前浙商銀行濟南分行營銷管理中存在的問題進行了整理,逐步分析分行過去傳統營銷模式帶來了可觀效益的同時,也逐步暴露出了的一些發(fā)展滯后、管理不善較為突出的問題,這些問題成為阻礙濟南分行發(fā)展進步的絆腳石,突出的問題使得分行面臨著嚴峻的市場環(huán)境威脅。在此分析基礎上,如何設計浙商銀行濟南分行投行業(yè)務市場營銷策略,包括營銷理念、營銷組織管理、營銷目標、營銷策略組合等多方面內容,運用市場營銷相關理論、優(yōu)化現有市場營銷模式、采用理論與實證相結合的分析方法,更為深入的對濟南分行本地市場進行分析和定位,同時借鑒國內外先進商業(yè)銀行等金融機構業(yè)務營銷策略,進一步采用STP營銷分析工具,篩選與細分符合我行發(fā)展的金融市場,確定濟南分行長遠營銷發(fā)展戰(zhàn)略,開拓新的投行業(yè)務銷售渠道,逐步由產品為中心的觀念向以客戶為中心轉化,本文就市場營銷的發(fā)展戰(zhàn)略提出了一些見解。
[Abstract]:The Jinan Branch of Zhejiang Business Bank is facing an unprecedented challenge and opportunity. Facing the market operation and seeking development, the branch must renew the original management concept of "deposit bank". For our bank, which has been in the market competition for a long time, the marketing management of Zhejiang Bank will face a new challenge and opportunity. In this paper, the problems existing in the marketing management of the Jinan Branch of Zhejiang Business Bank are sorted out, and the traditional marketing model of the branch is analyzed step by step. At the same time, some development lags behind has been gradually exposed. These problems have become a stumbling block to the development and progress of Jinan Branch. On the basis of this analysis, how to design the marketing strategy of investment bank business in Jinan Branch of Zhejiang Commercial Bank, including marketing concept, marketing organization management, marketing target, marketing strategy combination, etc. Optimize the existing marketing model, adopt the analysis method of combining theory and demonstration, analyze and position the local market of Jinan Branch more deeply, at the same time, draw lessons from the domestic and foreign advanced commercial banks and other financial institutions' business marketing strategy. Further use STP marketing analysis tools to select and subdivide the financial market that conforms to the development of our bank, determine the long-term marketing development strategy of Jinan Branch, and open up new sales channels for investment banking business. This paper puts forward some opinions on the development strategy of marketing.
【學位授予單位】：山東大學
【學位級別】：碩士
【學位授予年份】：2014
【分類號】：F832.33;F832.2
本文編號：2239394
[Abstract]:The Jinan Branch of Zhejiang Business Bank is facing an unprecedented challenge and opportunity. Facing the market operation and seeking development, the branch must renew the original management concept of "deposit bank". For our bank, which has been in the market competition for a long time, the marketing management of Zhejiang Bank will face a new challenge and opportunity. In this paper, the problems existing in the marketing management of the Jinan Branch of Zhejiang Business Bank are sorted out, and the traditional marketing model of the branch is analyzed step by step. At the same time, some development lags behind has been gradually exposed. These problems have become a stumbling block to the development and progress of Jinan Branch. On the basis of this analysis, how to design the marketing strategy of investment bank business in Jinan Branch of Zhejiang Commercial Bank, including marketing concept, marketing organization management, marketing target, marketing strategy combination, etc. Optimize the existing marketing model, adopt the analysis method of combining theory and demonstration, analyze and position the local market of Jinan Branch more deeply, at the same time, draw lessons from the domestic and foreign advanced commercial banks and other financial institutions' business marketing strategy. Further use STP marketing analysis tools to select and subdivide the financial market that conforms to the development of our bank, determine the long-term marketing development strategy of Jinan Branch, and open up new sales channels for investment banking business. This paper puts forward some opinions on the development strategy of marketing.
【學位授予單位】：山東大學
【學位級別】：碩士
【學位授予年份】：2014
【分類號】：F832.33;F832.2
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