华夏银行沈阳分行营销策略研究

发布时间：2018-03-23 11:51

本文选题：股份制银行　切入点：金融背景　出处：《华中农业大学》2013年硕士论文

【摘要】：随着全球金融环境的不断变化和行业竞争的加剧,国际金融危机呈现蔓延性趋势。我国的经济增长势头也受到金融环境的影响而势头放缓。国内银行特别是股份制商业银行面临的挑战和压力空前。身处该经济环境背景下的股份制商业银行,要想取得持续、健康、稳定的发展,就必须通过完善自身市场营销策略来抢占市场份额,提升自身核心竞争力,应对不断变化的市场和导向需求。本文在股份制商业银行整体金融背景和企业投资意愿萎缩、银行界对优质资源争夺激烈的现状下,以华夏银行沈阳分行为例,分别从其所处的政策环境、区域环境、行业竞争环境出发,对其营销现状和存在的问题进行分析和归纳,梳理了影响营销的若干因素和问题,并设计了有针对性的问卷,对本行员工和客户等百余位不同群体的受访者历时三周进行了问卷调查,通过收回的有效问卷,分别从基本数据、整体情况、主要特点方面进行了分析,得出了华夏银行沈阳分行在营销管理中存在产品策略不科学、价格策略僵化、分销策略单一、促销策略缺乏特色和机构设置重管理轻经营等主要结论,并在文献研究和相关学术研究成果的基础上,对上述结论提出通过市场定位、目标市场的选择、产品创新、组合和改进、成本和需求定价、营销渠道的多元化、全员营销、人员和服务促销、广告及机构改进等策略来改善其营销现状和解决现有问题,最后在此基础上,提出了从加强营销队伍建设、客户关系管理、风险管控、素质培训和营销文化建设等多项建议和措施来保障改善营销策略的实施。本文旨在进一步探索和优化适合股份制商业银行发展的营销策略思路,为股份制商业银行树立良好品牌形象、抢占市场,在机遇和挑战中提升银行的核心竞争能力,实现股份制银行可持续发展献计献策；研究所得的结论将对我国股份制商业银行和城市商业银行,或是国有商业银行的营销和管理,都将起到一定的借鉴意义。
[Abstract]:As the global financial environment continues to change and industry competition intensifies, The international financial crisis shows a spreading trend. The economic growth momentum of our country is also affected by the financial environment and the momentum slows down. The domestic banks, especially the joint-stock commercial banks, are facing unprecedented challenges and pressures. The joint-stock commercial banks under the background of environment, In order to achieve sustainable, healthy and stable development, we must improve our own marketing strategy to seize market share, enhance their core competitiveness, and cope with the changing market and guiding demand. In this paper, the overall financial background of joint-stock commercial banks and the willingness of enterprises to invest are shrinking, and the competition for high-quality resources in the banking sector is fierce. Taking the Shenyang Branch of Huaxia Bank as an example, the paper analyzes the policy environment and regional environment in which the bank is located. Starting from the competition environment of the industry, this paper analyzes and summarizes the current marketing situation and existing problems, combs some factors and problems affecting the marketing, and designs a targeted questionnaire. More than 100 interviewees from different groups, such as employees and customers of our bank, were surveyed for three weeks. Through the valid questionnaires, the basic data, the overall situation and the main characteristics were analyzed respectively. The main conclusions are that the product strategy is unscientific, the price strategy is rigid, the distribution strategy is single, the promotion strategy is lack of characteristics and the management is less important than the management in the marketing management of Shenyang Branch of Huaxia Bank. On the basis of literature research and related academic research, the paper puts forward the following conclusions: market orientation, choice of target market, product innovation, combination and improvement, cost and demand pricing, diversification of marketing channels, full marketing, etc. Personnel and service promotion, advertising and organization improvement strategies to improve its marketing status and solve existing problems, finally, proposed from the strengthening of marketing team building, customer relationship management, risk control, Quality training and marketing culture construction and other suggestions and measures to ensure the implementation of improved marketing strategies. The purpose of this paper is to further explore and optimize the marketing strategies suitable for the development of joint-stock commercial banks, to set up a good brand image for joint-stock commercial banks, to seize the market, and to enhance the core competitiveness of banks in both opportunities and challenges. The conclusions of the study will be helpful to the marketing and management of joint-stock commercial banks and urban commercial banks or state-owned commercial banks.
【学位授予单位】：华中农业大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F274;F832.33

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