长江商业银行营销策略研究

发布时间：2018-03-01 15:32

本文关键词： 营销管理品牌形象产品体系组织架构　出处：《华中科技大学》2013年硕士论文　论文类型：学位论文

【摘要】：本文针对长江商业银行营销现状及面临的国内外金融市场环境，结合长江商业银行自身的市场形象及发展战略定位、产品体系及流程再造、组织架构等现状，提出长江商业银行后续业务发展的建议。其目的在于为长江商业银行下一步提升营销管理的竞争能力提供参考意见。随着我国市场将向世界全方位开放，我国金融业将面临激烈的竞争。长江商业银行必须转变经营理念，站在客户的立场和角度，进行产品、服务创新，满足客户的消费需求，提高客户对银行的满意度和忠诚度，从而提高核心竞争力。本文重点就长江商业银行目前存在几点突出的营销管理问题进行了探讨并提出改进建议，包括：一是在战略层面，从外在市场形象和内在经营战略两个方面，确立长江商业银行品牌形象及市场定位问题；并具体探讨了长江商业银行应如何从服务质量等方面树立良好的商业银行品牌形象，，为市场竞争和营销管理打下良好的基础；针对目标市场同质化的现状，建议长江商业银行应根据自身特点确定公司、零售、金融市场等三大业务板块的发展重点及目标市场。二是方法论层面，解决长江商业银行产品体系及流程设置等方面的不足，即解决营销手段的问题。建议长江商业银行从“重风险轻客户”的传统经营理念中转变过来，树立以客户为中心的服务理念；进行金融产品体系梳理，并创新更多差别化的产品以满足于不同消费层次的客户的需求；再造业务流程，提高金融服务效率，使银行在成本、质量、服务和效率等方面取得巨大的改善。三是在执行层面，长江商业银行需要重新设计内部的组织架构、人力资源及考核体系，以保证营销管理能力提升能够执行到位。
[Abstract]:This paper aims at the present marketing situation of Yangtze River Commercial Bank and the domestic and international financial market environment, combining with the market image and development strategy positioning, product system and process reengineering, organizational structure of Yangtze River Commercial Bank, etc. This paper puts forward some suggestions for the development of the following business of the Yangtze River Commercial Bank. The purpose of this paper is to provide reference for the Changjiang Commercial Bank to enhance the competitive ability of marketing management in the next step. As the market of our country will open to the whole world, the financial industry of our country will face fierce competition. The Yangtze River Commercial Bank must change the management idea, stand on the customer's standpoint and angle, carry on the product, service innovation, satisfy the consumer demand of the customer. In order to improve the core competitiveness of the bank, this paper focuses on several outstanding marketing management problems in the Yangtze River Commercial Bank and puts forward some suggestions for improvement, including: first, at the strategic level, From two aspects of external market image and internal management strategy, this paper establishes the brand image and market orientation of the Yangtze River Commercial Bank, and discusses in detail how the Yangtze River Commercial Bank should establish a good brand image of the commercial bank from the aspects of service quality, etc. To lay a good foundation for market competition and marketing management, in view of the homogeneity of the target market, it is suggested that the Yangtze River Commercial Bank should determine the company and retail according to its own characteristics. The development focus and target market of the three major business sectors such as the financial market. Second, the methodological level to solve the shortcomings in the product system and process setup of the Yangtze River Commercial Bank. That is, to solve the problem of marketing means. It is suggested that the Yangtze River Commercial Bank should change from its traditional business philosophy of "valuing risks to less customers", establish a customer-centered service concept, and comb the financial product system. And innovation more differentiated products to meet the needs of customers at different levels of consumption; reengineering business processes to improve the efficiency of financial services, so that banks in cost, quality, Third, at the executive level, the Yangtze Commercial Bank needs to redesign its internal organizational structure, human resources and evaluation system to ensure that the marketing management capability can be improved in place.
【学位授予单位】：华中科技大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F832.33;F274

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