中国工商银行J省分行中间业务营销策略研究

发布时间：2018-04-04 11:23

本文选题：中国工商银行　切入点：中间业务　出处：《华中科技大学》2013年硕士论文

【摘要】：随着市场经济的深入和对外开放水平的提高，高经济增长、高信贷投放的经济形势和产业政策正在显著发生变化，商业银行单靠传统上的存贷款业务获取经营利润已经很难适应持续增强自身核心竞争力的要求。中间业务风险低、成本小、收益高，成为商业银行改善业务结构、增加利润、规避风险的首选。但是，目前我国商业银行中间业务与西方发达国家相比还存在较大差距。本文运用现代企业经营理论和市场营销理论，对中国工商银行J省分行的中间业务进行研究，就如何提高中国工商银行J省分行中间业务营销能力，进而推动中间业务发展提出了适合当前市场环境和中国工商银行J省分行特点的营销策略。本文分析了我国商业银行的宏观环境、行业环境等外部环境内容，，阐述了中国工商银行J省分行的内部条件、中间业务发展现状、优势、劣势、机会和威胁，然后运用营销理论，提出了中国工商银行J省分行市场细分、选择目标市场、市场定位的STP战略和产品、价格、渠道、促销、政府政策、公共关系的6P组合策略。最后，从思想观念、组织制度、品牌建设、人力资源、成本风险管理、信息技术等六个层面给出了保障中国工商银行J省分行中间业务营销策略实施的具体针对性措施。
[Abstract]:With the deepening of the market economy and the improvement of the level of opening to the outside world, the economic situation and industrial policies of the high level of economic growth and high credit are changing significantly.It is difficult for commercial banks to meet the requirements of continuously enhancing their core competitiveness by relying solely on traditional deposit and loan business to obtain operating profits.Intermediate business is the first choice for commercial banks to improve business structure, increase profits and avoid risks because of low risk, low cost and high income.However, there is still a big gap between the intermediate business of commercial banks in our country and the western developed countries.Based on the modern enterprise management theory and marketing theory, this paper studies the intermediary business of Industrial and Commercial Bank of China (ICBC) J provincial branch, and discusses how to improve the marketing ability of ICBC J provincial branch.Furthermore, the marketing strategy suitable for the current market environment and the characteristics of ICBC J branch is put forward to promote the development of intermediate business.This paper analyzes the external environment of China's commercial banks, such as macro environment, industry environment and so on, and expounds the internal conditions, the status quo, strengths, weaknesses, opportunities and threats of the industrial and commercial bank of China's J provincial branch.Then, using the marketing theory, this paper puts forward the 6p combination strategy of STP strategy and products, price, channel, promotion, government policy and public relations, which are divided into market segments, select target market and market orientation of Industrial and Commercial Bank of China (ICBC).Finally, from six aspects of ideology, organization system, brand construction, human resources, cost risk management and information technology, the author puts forward the specific targeted measures to ensure the implementation of intermediate business marketing strategy of Industrial and Commercial Bank of China (ICBC) in J province.
【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】：F274;F832.33

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