W银行公司业务市场营销策略研究

发布时间：2018-06-06 12:15

本文选题：商业银行 + 公司业务　；参考：《广西大学》2013年硕士论文

【摘要】：在中国市场经济不断深化以及国际金融市场动荡的背景下,我国银行业面临着日益复杂的经营环境。近年来,随着全国股份制银行和外资银行不断登陆广西市场,区域内的地方银行不断跨地经营,广西的银行业的竞争异常激烈。相对而言,外资银行的特点是营销水平较高且模式成熟；国有银行特点是经营历史悠久且资金雄厚；全国性股份制商业银行的特点是经营较为灵活。与这些银行相比,根植于广西发展的W银行,在公司业务的市场营销方面非常迫切需要提升实力,使其在激烈的广西银行业公司业务竞争中占据有利地位。公司业务发展的质量直接关系到商业银行的经营效益与资产质量,同时也是商业银行最根本的利润来源。W银行自成立以来,就在不断研究分析和积极探索如何有效地进行目标市场定位。当前,在监管当局增长约束不断提高,经济增长疲软,商业银行经营环境日渐复杂的背景下,W银行如何确定市场营销策略,如何有效地开展公司业务的市场营销工作是一个极其重要的课题。学习优秀银行的公司业务市场营销经验是一个快速完善银行市场营销方案以及提高银行市场营销水平的有效途径。本文一共分为五个部分：第一部分,研究银行公司业务市场营销的意义,回顾学术界对银行公司业务市场营销的研究评价,界定了论文中涉及到的主要概念。第二部分,简要介绍W银行现有的公司业务及其市场营销的现状,指出一些弊病。第三部分,梳理W银行公司业务市场营销面临的内外部条件。第四部分,W银行公司业务市场营销的开发策略,并从业务本身、定价、渠道、促销等四个方面来讨论。第五部分,提出W银行在上述公司业务市场营销策略中保障措施,以期能够顺利执行这些公司业务市场营销策略。
[Abstract]:With the deepening of China's market economy and the turbulence of international financial market, China's banking industry is facing an increasingly complex operating environment. In recent years, with the national joint-stock banks and foreign banks constantly landing on the Guangxi market, local banks in the region continue to operate across the land, the competition in Guangxi banking industry is extremely fierce. Comparatively speaking, foreign banks are characterized by high marketing level and mature mode; state-owned banks have a long history and strong funds; national joint-stock commercial banks are characterized by flexible management. Compared with these banks, W Bank, which is rooted in the development of Guangxi, urgently needs to enhance its strength in the marketing of the company's business, so that it occupies a favorable position in the fierce business competition of Guangxi banking company. The quality of the business development of the company is directly related to the operating efficiency and asset quality of the commercial banks, and it is also the most fundamental profit source of the commercial banks since its establishment. On the continuous research and analysis and actively explore how to effectively target market positioning. At present, against the background of increasing restrictions on the growth of the regulatory authorities, weak economic growth and increasingly complex business environment for commercial banks, how does Bank W determine its marketing strategy? How to carry out the marketing work effectively is an extremely important subject. It is an effective way to improve the marketing plan of bank and improve the level of bank marketing by learning the experience of company marketing of excellent bank. This paper is divided into five parts: the first part studies the significance of bank business marketing, reviews the academic research and evaluation of bank business marketing, and defines the main concepts involved in the paper. The second part briefly introduces the current business and marketing situation of W Bank, and points out some disadvantages. The third part, combs the W bank company business marketing to face the internal and external conditions. The fourth part discusses the development strategy of business marketing in W Bank Company from four aspects: business itself, pricing, channel and promotion. In the fifth part, the author puts forward the safeguard measures of W Bank in the above mentioned company's business marketing strategy, in order to carry out these company's business marketing strategy smoothly.
【学位授予单位】：广西大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F274;F832.33

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