本文關(guān)鍵詞：吉林市建行琿春中街支行營銷策略研究　出處：《吉林大學》2015年碩士論文　論文類型：學位論文

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【摘要】：2013年《中國銀行業(yè)實施新監(jiān)管標準指導意見》正式實施，新監(jiān)管標準要求的新資本充足率標準使銀行面臨長期的資本補充壓力，流動性監(jiān)管標準促進了銀行業(yè)務轉(zhuǎn)型，，撥備率和杠桿率監(jiān)管標準抑制了商業(yè)銀行的信貸擴張沖動。在此背景下許多中小股份制銀行紛紛尋求改革創(chuàng)新，不斷地完善和強化自身的服務制定營銷策略，整個金融市場的競爭壓力在不斷增強。另外，隨著我國利率市場化的不斷推進，各行在存貸款市場上利率的自主定價權(quán)無形中增添了城鄉(xiāng)行和中小股份制商業(yè)銀行與國有商業(yè)銀行抗衡的籌碼。在其他金融產(chǎn)品不斷趨同的今天，國有商業(yè)銀行必須深化營銷理念的理解、加大營銷實踐力度，以提升自身核心競爭力，在市場競爭中保持不敗之地。具體到支行層面上也應當積極思索，尋找出適合自身發(fā)展的道路，建立起切實可行的營銷策略。 本研究對建行琿春中街支行所處的宏觀的政治經(jīng)濟環(huán)境、中觀的區(qū)域產(chǎn)業(yè)環(huán)境和微觀的企業(yè)內(nèi)部環(huán)境進行了分析和總結(jié)，詳述了其營銷現(xiàn)狀和存在的問題，并設計了有針對性的營銷策略方案。 首先，在為期兩個月的籌備和近三個月的試營業(yè)中，我行對潛在客戶、現(xiàn)有客戶等不同群體發(fā)放了調(diào)查問券進行了綜合調(diào)研后，做出了該行在營銷管理實踐中存在的產(chǎn)品辨識度低、促銷不足、戰(zhàn)略合作品牌控制力弱、市場認知度低和有效客戶儲備不足的主要結(jié)論。 其次，結(jié)合文獻研究和相關(guān)學術(shù)研究的成果，以定性分析為基礎，運用PEST模型對研究對象所處的宏觀環(huán)境進行了分析和總結(jié)，研究對象的政治、社會環(huán)境整體向好但經(jīng)濟下行趨勢明顯，在互聯(lián)網(wǎng)、云計算等現(xiàn)代技術(shù)高速發(fā)展的今天，各家商業(yè)銀行產(chǎn)品同質(zhì)化現(xiàn)象明顯；運用波特五力模型工具對研究對象所處的中觀產(chǎn)業(yè)環(huán)境進行了分析和總結(jié)，研究對象的替代品存在較大威脅，貨幣基金、基金定投和人民幣理財產(chǎn)品等對銀行負債類產(chǎn)品的替代度較高；對人力、組織、技術(shù)等企業(yè)內(nèi)部環(huán)境要素進行了分析和總結(jié)。 再次，依據(jù)內(nèi)外環(huán)境分析的結(jié)果，以定量分析為基礎，運用STP模型對研究對象所在市場進行細分、目標市場選擇和定位，最終定位于助力優(yōu)質(zhì)中小企業(yè)發(fā)展和做財富成長、成熟期的個人客戶的管家。 最后，結(jié)合實踐工作中在其他網(wǎng)點遇到的營銷和管理方面的問題提煉出其中值得建行琿春中街支行借鑒、學習的成功經(jīng)驗，針對優(yōu)質(zhì)的中小企業(yè)和財富成長、成熟期的個人客戶，系統(tǒng)提出優(yōu)化該行營銷策略的對策設計，完成了論文的研究目的。研究旨在進一步探索和優(yōu)化適合建行琿春中街支行發(fā)展的營銷策略。
[Abstract]:In 2013, the guidance on the implementation of the new supervision standards for China's banking industry was formally implemented. The new capital adequacy standards required by the new standards made banks face long-term capital replenishment pressure. Liquidity regulatory standards promote the transformation of banking business, and the regulatory standards of reserve and leverage ratio inhibit the credit expansion impulse of commercial banks. In this context, many small and medium-sized joint-stock banks have sought reform and innovation. Constantly improve and strengthen their own services to formulate marketing strategies, the entire financial market competition pressure is constantly increasing. In addition, with the interest rate marketization in China continues to promote. In the deposit and loan market, the independent pricing power of interest rate increases the bargaining chips between urban and rural banks and small and medium-sized joint-stock commercial banks and state-owned commercial banks. Today, other financial products continue to converge. State-owned commercial banks must deepen the understanding of marketing concepts, increase marketing practice, in order to enhance their core competitiveness and maintain an invincible position in the market competition. To find a suitable way for their own development, to establish a viable marketing strategy. This study analyzes and summarizes the macro political and economic environment, the regional industrial environment and the micro enterprise internal environment of the Hunchun Central Street Branch of CCB, and details its marketing status and existing problems. And has designed the targeted marketing strategy plan. First of all, in the two months of preparation and nearly three months of trial business, our bank issued a comprehensive survey of potential customers, existing customers and other groups of different groups. The main conclusions are: low product identification, insufficient sales promotion, weak control of strategic cooperative brand, low market awareness and insufficient effective customer reserve in the practice of marketing management. Secondly, combined with literature research and related academic research results, on the basis of qualitative analysis, using the PEST model to analyze and summarize the macro environment of the research object, the political research object. The social environment as a whole is good, but the economic downward trend is obvious, in the Internet, cloud computing and other modern technology rapid development today, the commercial bank products homogenization phenomenon is obvious; This paper analyzes and summarizes the meso industrial environment of the research object by using the Porter five Force Model tool. The alternatives of the research object have a great threat, and the Monetary Fund. The substitution degree of fund investment and RMB financial products to bank debt products is higher; Human, organization, technology and other internal environmental elements of the enterprise were analyzed and summarized. Thirdly, according to the results of internal and external environment analysis, based on quantitative analysis, the STP model is used to subdivide the market of the research object, and the target market is selected and positioned. Ultimately positioning in helping high-quality small and medium-sized enterprises to develop and do wealth growth, mature personal customer housekeeper. Finally, combined with the practical work in other outlets encountered in marketing and management problems, which is worthy of Hunchun Central Street Branch of China Construction Bank to learn from the successful experience, aimed at high-quality SMEs and wealth growth. In the mature period, the author puts forward the countermeasure design of optimizing the marketing strategy of the bank, and completes the research purpose of the thesis. The purpose of the research is to further explore and optimize the marketing strategy suitable for the development of Hunchun Central Street Branch of CCB.
【學位授予單位】：吉林大學
【學位級別】：碩士
【學位授予年份】：2015
【分類號】：F832.33;F274

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