兴业银行绿色金融产品营销策略研究

发布时间：2018-03-18 20:42

本文选题：商业银行　切入点：兴业银行　出处：《大连理工大学》2013年硕士论文　论文类型：学位论文

【摘要】：随着国家建设资源节约型和环境友好型双型社会的力度不断增大,绿色金融产品在我国逐渐兴起。加大发展绿色金融业务,以金融力量支持国家节能减排、环境保护,既是履行企业社会责任的必然要求,也有利于推动自身转型、变革、持续提升自身商业价值。兴业银行作为我国第一家赤道银行,在绿色金融产品领域已经有了8年历史。本文正是以兴业银行为研究对象,以其绿色金融产品的市场营销为研究内容,旨在通过分析其绿色金融产品在市场营销中的问题,从控制和营销风险的角度为兴业银行绿色金融产品市场营销工作提出几点改进建议。全文共包括四章内容,分别为绪论、相关理论综述、兴业银行绿色金融产品营销现状、绿色金融产品营销策略研究。本研究为解决营销问题提出了四条建议,分别是拓宽营销渠道(包括大力发展电子银行、注重交叉营销渠道建设)、灵活运用价格策略、积极展开人员策略、注重有形展示(包括直接营销渠道有形展示和网络营销渠道有形展示)和完善服务过程策略等对策性建议。为防范营销风险,本研究亦提出了四条建议,包括严控客户准入制度；继续强化专业能力建设,支持、服务、推动业务发展；加强营销组织与资源保障；分类推进、巩固并提升各领域的业务优势等。
[Abstract]:With the development of a resource-conserving and environment-friendly society, green financial products are emerging in China. We should increase the development of green financial services, support the country's energy conservation and emission reduction, and protect the environment by means of financial forces. As the first equatorial bank in China, Xingye Bank, as the first equatorial bank in China, has a history of 8 years in the field of green financial products. This paper takes the Industrial Bank as the research object and the marketing of its green financial products as the research content, aiming at analyzing the problems in the marketing of its green financial products. From the angle of controlling and marketing risk, some suggestions are put forward for the marketing of green financial products of SocGen Bank. The full text includes four chapters: introduction, related theory review, current situation of green financial product marketing in Industrial Bank and research on marketing strategy of green financial product. This study has put forward four suggestions to solve the marketing problems, which are to widen the marketing channels (including vigorously developing electronic banks, paying attention to the construction of cross-marketing channels, using price strategies flexibly, and actively developing personnel strategies. Pay attention to tangible display (including direct marketing channel tangible display and network marketing channel tangible display) and perfect service process strategy and other strategic suggestions. In order to prevent marketing risks, this study also put forward four suggestions, Including strict control of customer access system; continue to strengthen professional capacity building, support, service, promote business development; strengthen marketing organization and resource protection; classification to promote, consolidate and enhance the various areas of business advantages.
【学位授予单位】：大连理工大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F274;F832.33

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