中国民生银行上海分行应对利率市场化的营销策略优化研究

发布时间：2018-05-15 17:06

本文选题：利率市场化 + 中国民生银行上海分行　；参考：《中南大学》2013年硕士论文

【摘要】：伴随中国经济与金融的全球化,中国利率市场化的改革加快了进程,中国民生银行上海分行既面临发展的良好机遇,又面临前所未有的挑战。营销策略的优化是中国民生银行上海分行应对利率市场化的有效举措。本文通过介绍中国民生银行上海分行的营销现状和行业发展趋势,总结了利率市场化下民生银行上海分行面临的问题与挑战,进而对民生银行上海分行所处的营销环境进行SWOT分析,提炼出近期营销的发展策略,并从品牌中利用上海区域的优势推行本行品牌化,渠道策略中建立满足本地区多元化需求为主的分销路径,服务策略中设立营业服务管理委员会,产品策略中以客户为中心的营销方案,创新策略中凸显差异化营销优势,从五个视角构建营销优化方案,在此基础上,提出了中国民生银行上海分行营销策略的防范措施并建立了营销系统平台。
[Abstract]:With the globalization of China's economy and finance, the reform of China's interest rate marketization has accelerated the process. The Shanghai branch of Minsheng Bank of China is faced with both good opportunities and unprecedented challenges. The optimization of marketing strategy is an effective measure for the Shanghai branch of Minsheng Bank of China to deal with the interest rate market.
By introducing the marketing status and industry development trend of the Shanghai branch of Minsheng Bank of China, this paper summarizes the problems and challenges facing the Shanghai branch of Minsheng Bank under the interest rate marketization, and then analyzes the marketing environment of Shanghai branch of Minsheng Bank in Shanghai, refines the development strategy of recent marketing, and uses Shanghai district from the brand. The advantage of the domain is to carry out the brand of the bank. In the channel strategy, we set up the distribution path to meet the diversified needs of the local region. In the service strategy, the business service management committee is set up, the customer centered marketing plan in the product strategy, the difference marketing advantage in the innovation strategy, and the marketing optimization plan from five perspectives. On the basis of this, it puts forward the preventive measures for marketing strategy of China Minsheng Bank Shanghai branch and establishes a marketing system platform.

【学位授予单位】：中南大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F832.2

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