交通银行秦皇岛分行公司客户营销策略研究

发布时间：2018-05-04 09:18

本文选题：商业银行 + 公司客户　；参考：《燕山大学》2013年硕士论文

【摘要】：经过30多年的改革开放，我国商业银行的经营架构及其组成元素发生了巨大变化，官方行政经营色彩渐渐褪化，产品设计、营销、服务和风险管理发生根本性进步，市场观念逐步树立。国内商业银行市场营销机制建设落后，从20世纪90年代末才开始初建，市场营销主流仍处于广告促销及服务友好的低层次阶段，缺乏营销组合策略体系的推广应用。交通银行秦皇岛分行近几年由于受多种外部经营环境的持续恶化影响，本身没有形成有效的市场应对机制，造成竞争力下降，亟需营销策略支撑，增强市场营销实力。在此背景下，文章从交通银行秦皇岛分行的外部宏观环境分析入手，通过对政策环境、经济环境、文化环境、技术环境、行业竞争、监管环境的分析，以及内部可调动的产品、人员、技术、组织等资源的分析，运用波特五力分析模型、SWOT分析法、定性与定量分析相结合的方法，提出该分行公司客户营销的扭转型市场定位，运用市场营销组合理论（7Ps）对该分行的公司客户营销策略进行设计，提出效率创新的产品策略，关系优先的价格策略，多元化的渠道策略，分层的促销策略，专业化的人力资源策略，规范的环境设施策略，需求主导的服务策略等组合；营销策略实施需要分行高层的积极推动、全员参与。该分行公司客户忠诚度、营销效率、营销信心经过策略组合实施，将显著优化，，并经过实践验证策略实施可以有效提升营销组织水平。
[Abstract]:After more than 30 years of reform and opening up, great changes have taken place in the business structure and its components of the commercial banks in China. The color of the official administration has gradually faded, the product design, marketing, service and risk management have undergone fundamental progress and the market concept is gradually established. The construction of the domestic commercial banking marketing mechanism is backward, from the end of the 1990s. The mainstream of marketing is still in the low level of advertising promotion and service friendly, and it lacks the promotion and application of the marketing mix strategy system. In recent years, the Qinhuangdao branch of the Bank of communications has not formed an effective market response mechanism because of the continuous deterioration of various external operating environment in recent years, resulting in the decline of competitiveness. The marketing strategy needs to be supported and the marketing strength is strengthened.
In this context, the article starts with the analysis of the external macro environment of the Qinhuangdao branch of the Bank of communications. Through the analysis of the policy environment, the economic environment, the cultural environment, the technical environment, the industry competition, the supervision environment, and the analysis of the internal resources, such as the products, personnel, technology and organization, the Potter five force analysis model and SWOT analysis method are used. Combining the method of qualitative and quantitative analysis, this paper puts forward the torsional market positioning of the branch company's customer marketing, designs the marketing strategy of the company's customer with the marketing combination theory (7Ps), puts forward the product strategy of efficiency innovation, the price strategy with priority, the diversified channel strategy, the stratified promotion strategy, and the special promotion strategy. The human resource strategy, the standard environment facilities strategy, the demand led service strategy and so on; the marketing strategy implementation needs the active promotion of the branch high level, the full participation. The branch company's customer loyalty, marketing efficiency, marketing confidence will be effectively optimized through the strategy combination, and the practice verification strategy can be implemented. Improve the level of marketing organization.

【学位授予单位】：燕山大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F274;F832.33

【参考文献】