呼和浩特金谷农村合作银行基层网点营销策略研究

发布时间：2018-05-02 05:35

本文选题：呼和浩特金谷农村合作银行 + 基层网点　；参考：《内蒙古大学》2013年硕士论文

【摘要】：呼和浩特金谷农村合作银行是一家具有60年悠久发展历史的农村金融机构。由于历史发展原因,加之运营机制和人员整体素质等因素的制约,该行无论在产品种类、科技支撑还是网点软实力建设方面与其它商业银行还有较大差距,但呼和浩特金谷农村合作银行拥有多达107个基层网点,金融服务覆盖城乡,远超过其它金融机构。本文试图研究如何发挥好基层网点的数量优势,全面提升基层网点的营销水平从而提升呼和浩特金谷农村合作银行的市场竞争力。本论文分为七个部分：第一部分为绪论部分；第二部分分析了呼和浩特金谷农村合作银行的历史沿革和发展及营销现状；第三部分采用PEST和SWOT法对呼和浩特金谷农村合作银行的营销环境进行了分析；第四部分对呼和浩特金谷农村合作银行基层网点的营销现状和存在的问题进行了分析；第五部分针对呼和浩特金谷农村合作银行基层网点营销中存在的问题从网点服务营销策略、客户体验策略和网点促销策略三个方面制定了具体的营销措施；第六部分提出了基层网点营销策略实施的保障；最后一部分是结论和展望部分,对文章研究的结论进行了高度概括并提出了下一步研究的方向。通过本课题的研究,一方面将为呼和浩特金谷农村合作银行的发展将起到积极促进作用；另一方面希望对一大批类似的农村金融机构业务发展和营销水平的提升起到一定的借鉴意义。
[Abstract]:Hohhot Golden Valley Rural Cooperative Bank is a 60-year-old rural financial institutions. Due to the reasons of historical development and the restriction of the operation mechanism and the overall quality of the personnel, the bank still has a big gap with other commercial banks in terms of product types, scientific and technological support or the construction of soft power in the network. But Hohhot Golden Valley Rural Cooperative Bank has as many as 107 grassroots outlets, with financial services covering urban and rural areas, far more than other financial institutions. This paper attempts to study how to give full play to the advantage of the number of grass-roots network, improve the marketing level of grass-roots network in order to enhance the market competitiveness of Hohhot Golden Valley Rural Cooperative Bank. This paper is divided into seven parts: the first part is the introduction part, the second part analyzes the history, development and marketing status of Hohhot Golden Valley Rural Cooperative Bank. The third part uses PEST and SWOT method to analyze the marketing environment of Hohhot Jingu Rural Cooperative Bank, the fourth part analyzes the marketing situation and existing problems of the rural cooperative bank of Hohhot Jingu Rural Cooperative Bank. The fifth part of the Hohhot Golden Valley rural cooperative bank marketing problems in the grass-roots network from the network service marketing strategy, customer experience strategy and network promotion strategy to formulate specific marketing measures; The last part is the conclusion and prospect part, which summarizes the conclusion of the article and puts forward the direction of the next research. Through the research of this subject, on the one hand, it will play an active role in promoting the development of Hohhot Golden Valley Rural Cooperative Bank; On the other hand, I hope to play a certain reference to a large number of similar rural financial institutions business development and marketing level.
【学位授予单位】：内蒙古大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F832.35;F274

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