兴业银行哈尔滨分行银银平台目标市场及营销策略研究

发布时间：2018-06-18 12:37

本文选题：商业银行 + 兴业银行　；参考：《哈尔滨理工大学》2013年硕士论文

【摘要】：近年来，我国金融市场快速发展，各种中小股份制商业银行不断涌现，各地区城商行、农商行的相继改制以及外资银行在我国重点城市的排兵布阵，使国内金融同业之间的竞争日益激烈。在我国主体多元化、金融开放化的经济环境中，各家商业银行逐渐开始重视同业业务的发展，，通过不断创新金融产品、扩大服务范围以期在激烈的同业市场竞争中占有一席之地。兴业银行作为中等规模的全国性股份制商业银行，通过整合自身资源，为广大合作银行提供全面金融服务解决方案—“银银平台”。“银银平台”与合作伙伴分享兴业银行发展历程中积累的经验、教训、理念、技术、文化、产品等，带动合作伙伴共同迈向经营管理现代化之路，实现发展中共成长。有了特色、优势的产品，如何采取行之有效的营销战略成为在硝烟四起的金融市场竞争中取得胜负的关键。本文将分析商业银行同业市场产品营销中存在的问题，并且依据市场营销的相关理论，结合我国商业银行业务经营特点、经营管理要求和金融市场现状，通过定性和定量分析的方法得出商业银行产品在同业市场的营销模式，并且提出了行之有效的实施步骤与推广方式。本文使用了定性研究与定量研究相结合的方法，在分析商业银行产品、商业银行同业业务以及同业市场营销策略中采用了定量研究。同时在对品牌特点、市场宏观环境和行业环境分析时采用定性研究。通过对兴业银行银银平台营销的现状分析，找出存在的问题，提出将4P与四轮驱动营销策略整合的思路，最终构建四轮驱动营销策略+4P营销模式，补充以往兴业银行营销策略的不足,解决市场营销中存在的问题,为今后兴业银行银银平台产品市场营销提升，提供解决方案。
[Abstract]:In recent years, the rapid development of China's financial market and the continuous emergence of various small and medium-sized joint-stock commercial banks, the successive restructuring of the regional commercial banks, the agricultural and commercial banks and the arrangement of foreign banks in the key cities of our country have made the competition between the domestic financial industry increasingly fierce. Commercial banks have gradually begun to attach importance to the development of their business. By constantly innovating financial products and expanding the scope of service, it is expected to occupy a place in the fierce competition of the same trade market. As a medium scale national joint-stock commercial bank, the bank provides comprehensive financial services for the general cooperative banks by integrating their own resources. "Silver and silver platform". "Silver and silver platform" and "silver and silver platform" share the experience, lessons, ideas, technology, culture, and products accumulated in the development course of Xingye Bank with the partners, and promote the cooperation partners to move towards the road of modernization of management and management, and realize the growth of the Communist Party of China. Become the key to winning the battle in the financial market competition for four fires.
This paper will analyze the existing problems in the marketing of commercial banks, and according to the related theories of marketing, combine the business management characteristics of our commercial banks, the requirements of management and the current situation of the financial market, and get the marketing mode of the commercial bank products in the same industry through the qualitative and quantitative analysis method, and put forward the marketing mode of the commercial bank products in the same trade market. This paper uses the method of combining qualitative and quantitative research. This paper uses quantitative research in the analysis of commercial bank products, commercial bank business and marketing strategy. Meanwhile, it adopts qualitative research on brand characteristics, market macro environment and industry environment analysis. Through the analysis of the current situation of the silver and silver platform marketing of Xingye Bank, find out the existing problems, put forward the idea of integrating 4P with the four wheel drive marketing strategy, and finally construct the four wheel drive marketing strategy +4P marketing mode, supplement the shortcomings of the marketing strategy of the former Xingye Bank, solve the existing problems in the marketing camp, and provide the silver and silver platform for the future Xingye Bank. The product marketing is promoted and the solution is provided.
【学位授予单位】：哈尔滨理工大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F274;F832.33

【引证文献】