葫芦岛银行营销策略研究

发布时间：2018-01-21 12:57

本文关键词： 葫芦岛银行城市商业银行营销策略定位服务营销　出处：《东北大学》2013年硕士论文　论文类型：学位论文

【摘要】：从上世纪末到本世纪初,在特殊历史条件下形成的,中央财政部门为了整肃城市信用社,化解地方金融风险,对原有的各个城市信用社进行整改和转型,在全国范围内先后成立了145家城市商业银行。经历了十余年的发展,城市商业银行已逐渐成长为既四大国有银行、股份制全国性银行之后,又一股银行业的重要力量,它们正在为当地的经济发展和稳定做出了越来越大的贡献。葫芦岛银行成立于2001年9月,是由葫芦岛地区原来的城市信用社经过股份制改造而组建的,以服务地方经济发展为目的的城市商业银行。由于成立时间晚,资金实力薄弱,导致葫芦岛银行在市场竞争中面临非常不利的局面。在葫芦岛市,不断扩张的国有银行、纷纷涌入的股份制银行以及跃跃欲试的外资银行,给葫芦岛银行造成前所未有的压力,其各项业务面临激烈的挑战。在残酷的竞争形势下,为了更好地争取和维护客户,进一步增强市场竞争力,如何全方位调整营销策略,是当前葫芦岛银行最重要也是最紧迫的任务。本文首先介绍了营销组合理论的演变,回顾了西方商业银行营销实践发展历程以及我国学者对城市银行的研究成果。接着利用波特五力模型和SWOT等科学分析工具分析了葫芦岛银行营销系统的外部环境和自身条件。然后依据银行业受银监会严格监管以及城市银行本地网点众多,市场熟悉的实际情况,提出了“三级定位”模式。最后按照服务营销组合的“7Ps”理论,结合葫芦岛银行面临的机会与威胁,具备的优势与劣势,提出了营销组合策略以及系统保障措施。
[Abstract]:From the end of the last century to the beginning of this century, under the special historical conditions, the central financial department in order to purge the urban credit cooperatives, dissolve the local financial risks, the original city credit cooperatives to carry out rectification and transformation. In the whole country, 145 city commercial banks have been established successively. After more than ten years' development, the city commercial banks have gradually grown into four state-owned banks and joint-stock national banks. Another important force in the banking sector, which is making a growing contribution to local economic development and stability. Huludao Bank was established in September 2001. It is established by the original city credit cooperatives in Huludao area through joint-stock system transformation to serve the local economic development as the purpose of the city commercial bank. Due to the late establishment of the capital strength is weak. Huludao Bank in the market competition is facing a very adverse situation. In Huludao City, expanding state-owned banks, the influx of joint-stock banks and eager foreign banks. Huludao Bank to create unprecedented pressure, its business is facing fierce challenges. In the cruel competitive situation, in order to better win and maintain customers, further enhance market competitiveness. How to adjust the marketing strategy in all directions is the most important and urgent task of Huludao Bank at present. This paper first introduces the evolution of marketing mix theory. This paper reviews the development course of marketing practice in western commercial banks and the research results of Chinese scholars on urban banks. Then, the paper analyzes the marketing system of Huludao bank by using Porter's five-force model and SWOT and other scientific analysis tools. Then according to the banking industry is strictly supervised by the CBRC and the city bank has a large number of local outlets. At last, according to the "7Ps" theory of service marketing combination, combined with the opportunities and threats faced by Huludao Bank, it has the advantages and disadvantages. Put forward the marketing mix strategy and system safeguard measure.
【学位授予单位】：东北大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F832.33

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