中国银行X分行国际结算业务营销策略研究

发布时间：2018-04-12 08:10

本文选题：中国银行 + 国际结算　；参考：《中国海洋大学》2013年硕士论文

【摘要】：随着我国经济近几年持续高速增长，我国进出口贸易呈现出蓬勃发展之势，进出口总额屡创新高。这给我国商业银行国际结算业务提供了巨大的市场。庞大的市场不仅有力的促进了我国中小银行国际结算业务的迅速崛起，还进一步加速了国际上大的商业银行对中国市场的抢占，加剧了我国商业银行国际结算领域的竞争。中国银行X分行作为我国国际结算业务历史最悠久、专业性最强的商业银行之一，要在激烈的竞争中取得优势，必须对自身的经营现状和经营环境分析，并提出一套行之有效的营销策略。本文通过对中国银行X分行国际结算业务内外部经营环境分析，运用SWOT分析方法明确公司在经营过程中存在的优劣势，以及面对市场环境中的机会和威胁，发现在经营过程中，中国银行X分行国际结算业务主要存在以下问题：渠道建设不足，网点效能低下；客户群建设薄弱，市场细分不足；一线营销人员和产品经理队伍有待充实。最后，本文针对这些问题，从产品与服务、价格、渠道、促销四个因素分别作了营销策略方案和改进措施：加强产品服务创新，巩固特色产品优势，，优化客户营销服务体系管理；在总行授权范围内灵活运用定价机制，针对不同的产品和客户实施不同的定价方式，确保收益水平的同时保持一定的价格竞争力；加快国际结算业务网点转型，加强内外部联动营销，推进条线IT蓝图上线工作，加快发展电子渠道，打造一站式金融服务；实施差异化产品促销、重视广告宣传，塑造品牌形象等几个方面，以解决中国银行X分行国际结算业务目前营销策略中存在的问题，形成一套完整有效的市场营销策略。本文是针对中国银行X分行国际结算业务在营销过程中营销现状的分析研究，整合并制定出一套有效可行的符合实际操作的营销策略，本文的目的是能使企业充分发挥优势，提升自身的竞争力，能够确保公司业绩在同业竞争中的平稳快速发展。同时，由于我国商业银行存在很多共性，营销现状存在很多相同之处，本文也可以对其他同行业内商业银行的营销策略起到一定的借鉴意义。
[Abstract]:With the sustained and rapid economic growth in recent years, China's import and export trade shows a trend of vigorous development, and the total volume of import and export has repeatedly reached a new high.This provides a huge market for the international settlement business of commercial banks in China.The huge market not only promotes the rapid rise of the international settlement business of the small and medium-sized banks in our country, but also accelerates the occupation of the Chinese market by the big commercial banks in the world, and intensifies the competition in the field of international settlement of the commercial banks of our country.As one of the most professional commercial banks with the longest history of international settlement business in China, Bank of China X Branch, in order to gain an advantage in the fierce competition, must analyze its own business situation and operating environment.And put forward a set of effective marketing strategy.Through the analysis of the internal and external business environment of X Branch of Bank of China, this paper uses the SWOT analysis method to determine the advantages and disadvantages of the company in the course of operation, as well as the opportunities and threats in the market environment, and finds out that in the process of operation,The main problems in the international settlement business of Bank of China X Branch are as follows: insufficient channel construction, low efficiency of network, weak customer group construction and insufficient market segmentation; front-line marketing personnel and product managers need to be enriched.Finally, this paper aims at these problems, from the product and service, the price, the channel, the promotion four factors separately has made the marketing strategy plan and the improvement measure: strengthens the product service innovation, consolidates the characteristic product superiority,Optimize the management of customer marketing service system, use pricing mechanism flexibly within the scope of authorization of the head office, implement different pricing methods for different products and customers, ensure revenue level while maintaining certain price competitiveness;Speed up the transformation of international settlement business outlets, strengthen internal and external linkage marketing, promote the on-line work of IT blueprints, speed up the development of electronic channels, create one-stop financial services, implement differentiated product promotions, and attach importance to advertising,In order to solve the problems existing in the current marketing strategy of Bank of China X Branch's international settlement business, a complete and effective marketing strategy can be formed.This paper is aimed at the analysis and study of the current marketing situation of the international settlement business of Bank of China X Branch in the process of marketing, and integrates and formulates a set of effective and feasible marketing strategies in accordance with the actual operation. The purpose of this paper is to enable the enterprises to give full play to their advantages.Improve their own competitiveness, can ensure the company's performance in the industry competition stable and rapid development.At the same time, due to the existence of many commonalities and many similarities in the current marketing situation of commercial banks in our country, this paper can also play a certain reference to the marketing strategies of other commercial banks in the same industry.
【学位授予单位】：中国海洋大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F274;F832.2

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