交通银行XX分行公司业务营销策略研究

发布时间：2018-07-20 18:57

【摘要】：交通银行成立于1908年1月(清光绪三十四年),是中国早期四大银行之一。1986年7月24日国务院批准重新组建交通银行,将其作为中国金融改革的试点单位。目前交通银行是中国第五大国有商业银行,其XX分行作为交通银行系统内的重要分支机构之一,已经走过了23年的奋斗历程,并取得了长足的发展。但伴随中国经济的变化、中国金融改革的加快,XX分行的生存环境与内部条件已经发生了很大的变化,以前形成的经营模式已经不适应新时期下商业银行自身发展的要求,更无法满足社会发展对商业银行的要求,在这一历史背景下,交通银行XX分行作为国有第五大银行的分支机构如何突出重围,寻求自己的发展,成为该机构的重要问题,这也是本文研究的意义所在。为了做好对交行XX分行公司业务营销策略的研究主要开展了以下工作：首先,对商业银行市场营销理论进行了深入研究,认真分析了银行营销的理论起源、发展历程以及理论特点。在此基础上,重点分析了7P、4C、4R、服务营销等有代表性的商业银行营销理论,为下一步的案例分析打好了理论基础。其次,对交行XX分行基本情况、发展历程、行业地位进行了充分了解,重点研究了该行公司业务的经营现状,对其近五年来的各项经营指标进行比较分析,发现其内在规律。经过调研发现公司业务对于XX分行具有重要战略意义,是整个分行最为重要的业务板块。第三,运用SWOT分析,结合交通银行XX分行公司业务的实际情况,围绕国家宏观经济趋势、行业客户分布、金融政策、同行业竞争进行了分析,在本行现有条件下对行内组织架构、产品结构、营销组合中存在的问题进行探讨,提出了本行所面临的优势、劣势、机遇、威胁,从中归纳出综合环境现状与该行重点加强领域。经过对该分行内外部情况的分析,明确指出交行XX分行公司业务的市场营销策略以及市场定位,锁定了符合该行公司业务发展的目标市场和目标客户群,同时进一步强调内部服务部门要提供足够的后勤保障,支持公司业务发展。通过一系列的研究,本文提出交通银行XX分行应当立足本省市场,以能源、汽车、装备制造业、高新技术产业为行业细分市场,以机关、事业单位、大中型企业为目标客户,通过7P营销理论的分析,以产品、定价、渠道、促销、人员、有形展示、过程等七方面的具体策略为指导思想,落实公司业务的营销工作。本文的研究与探索能够为交通银行XX分行公司业务的下一步发展起到积极的作用,指导该行公司业务弥补不足,全面提升竞争力；同时为国有银行公司业务的转型与成长提供参考意见,促进银行业的健康发展。
[Abstract]:The Bank of Communications was founded in January 1908 (Qing Guang Xu 34) and was one of the four largest banks in China. On July 24, 1986, the State Council approved the re-establishment of Bank of Communications as a pilot unit of China's financial reform. At present, the Bank of Communications is the fifth largest state-owned commercial bank in China. As one of the important branches of the Bank of Communications system, XX Branch has gone through 23 years of struggle, and has made great progress. However, with the change of China's economy, the living environment and internal conditions of the XX Branch of China's financial reform have undergone great changes. The business model previously formed has not been able to meet the requirements of the commercial banks' own development in the new period. In this historical background, XX Branch of Bank of Communications, as a branch of the fifth largest state-owned bank, is unable to meet the requirements of the commercial banks for social development. How to break through the siege and seek its own development has become an important issue for this institution. This is also the significance of this study. In order to do a good job in the research of the business marketing strategy of the XX Branch of Jiaotong Bank, the following work has been carried out: firstly, the marketing theory of commercial banks has been deeply studied, and the theoretical origin of bank marketing has been seriously analyzed. The course of development and theoretical characteristics. On this basis, the paper analyzes the typical marketing theories of commercial banks, such as 7PX 4CX 4R, service marketing and so on, which lays a good theoretical foundation for the next case study. Secondly, the basic situation, development course and industry status of XX branch of Jiaotong Bank are fully understood, and the management status of the company is mainly studied, and the comparison and analysis of various management indexes in the past five years are carried out, and the inherent law is found. After investigation, we found that the business of XX branch has important strategic significance and is the most important business section of the whole branch. Third, using SWOT analysis, combined with the actual business situation of XX Branch of Bank of Communications, focusing on the national macroeconomic trends, industry customer distribution, financial policies, competition with the industry. Under the existing conditions of the Bank, the problems existing in the organizational structure, product structure and marketing mix of the Bank are discussed, and the strengths, weaknesses, opportunities and threats faced by the Bank are put forward. From this, the comprehensive environmental status and the key areas of strengthening the bank are summed up. Through the analysis of the internal and external conditions of the branch, it is clearly pointed out that the marketing strategy and market positioning of the business of the XX Branch of the Bank of Communications have locked in the target market and the target customer base in line with the development of the bank's business. At the same time, the internal service department should provide sufficient logistic support to support the business development of the company. Through a series of studies, this paper puts forward that XX Branch of Bank of Communications should base itself on the provincial market, take energy, automobile, equipment manufacturing, high-tech industry as the industry segment market, and take the government, institutions and large and medium-sized enterprises as the target customers. Through the analysis of the 7P marketing theory, the author takes the specific strategies of product, pricing, channel, promotion, personnel, tangible display and process as the guiding ideology to carry out the marketing work of the company. The research and exploration of this paper can play a positive role in the further development of the business of XX Branch of Bank of Communications, guide the business of the Bank of Communications to make up for the deficiencies, and enhance the competitiveness of the company in an all-round way. At the same time, it provides reference for the transformation and growth of state-owned banking companies, and promotes the healthy development of the banking industry.
【学位授予单位】：陕西师范大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F274;F832.33

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