上海银行营销战略研究

发布时间：2018-03-17 13:45

本文选题：上海银行　切入点：商业银行营销　出处：《复旦大学》2013年硕士论文　论文类型：学位论文

【摘要】：近年来我国商业银行的经营环境发生了巨大的变化,经济结构调整、利率市场化、金融脱媒化的不断推进都给银行的传统经营方式带来了巨大的挑战,而我国经济的持续增长、人民币国际化、银行信息化水平的不断提高又预示着未来蕴含着丰富的机遇。如何运用优势机会抓住机遇创造价值,改变劣势威胁规避风险,在日益激烈的竞争环境中制胜是我国股份制商业银行迫切需要面对和解决的一个问题。本文运用商业银行营销的理论和方法,全面研究了上海银行营销战略的制定和实施。通过对上海银行所处营销环境的详细分析,寻找到上海银行的目标市场定位,在此基础上,从产品、价格、渠道、促销、人员和过程六个维度全面制定了上海银行的营销战略,最后从风险控制的角度探讨了营销战略实施的保障措施。一方面,本研究将对上海银行今后的发展起到一定的启示作用,另一方面,也将为其它类似商业银行制定营销战略提供一定的借鉴。
[Abstract]:In recent years, great changes have taken place in the operating environment of commercial banks in our country. The adjustment of economic structure, the marketization of interest rates and the continuous promotion of financial disintermediation have brought great challenges to the traditional management methods of banks, while the sustained economic growth of our country. The internationalization of RMB and the continuous improvement of bank informatization level also indicate that there are plenty of opportunities in the future. How to use the advantage opportunity to seize the opportunity to create value, change the inferiority and threaten to avoid the risk, Winning in the increasingly competitive environment is an urgent problem that our joint-stock commercial banks need to face and solve. Based on the theory and method of commercial bank marketing, this paper makes a comprehensive study on the formulation and implementation of Shanghai Bank's marketing strategy. Through the detailed analysis of the marketing environment of Shanghai Bank, it finds out the target market position of Shanghai Bank. On this basis, from the product, price, channel, promotion, personnel and process of six dimensions of the overall development of the Shanghai Bank's marketing strategy, and finally from the perspective of risk control to explore the implementation of the marketing strategy security measures. On the other hand, it will provide some reference for other similar commercial banks to formulate marketing strategy.
【学位授予单位】：复旦大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F832.33

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