H银行广州分行公司业务营销策略研究
发布时间：2018-11-02 15:16
【摘要】：本文采用问题导向型的研究方法，从H商业银行广州分公司业务营销的实际问题出发，将理论与实践相结合，即产品营销的相关理论与H银行的公司业务紧密结合到一起，，在结合大量的公司资料和数据资料，对市场进行透彻的、全方位的分析，以期深刻分析H银行业务运行过程中产生的营销策略问题和风险问题。基于这些分析，结合我国银行业发展的现状，并提出一些实际可行的方案建议。然后根据收集的资料定性的阐述H银行的自身情况和面临环境，并提出行之有效的营销策略。全文通过四个部分对H银行公司业务的营销策略进行分析研究： （1）主要分析了H银行的营销现状，并找出了H银行在营销过程中存在的问题。 （2）对于H银行公司业务的营销环境进行SWOT分析和STP分析。分析了H银行的优势、劣势和机会、威胁情况之所在，在综合衡量评价这些因素之后，提出了相应的解决措施。 （3）针对H银行提出了较有影响力的营销策略。针对H银行的具体情况从产品策略、定价策略、渠道策略和促销策略等四个方面具体探讨了H银行的可用营销方案。本文的创新之处在于: （1）本文运用理论与实际案例分析相结合的方法，总结商业银行公司业务在现阶段国际金融不断创新的背景下的发展策略，对我国商业银行的经营发展具有理论指导意义。 （2）主要结合了H银行的在业务发展过程中所经历的一些实例，联系国内的实际情况，以小见大来探讨中国商业银行公司业务发展的策略，并提出我国商业银行公司业务需要改进的几点建议。
[Abstract]:Based on the practical problems of business marketing in Guangzhou Branch of H Commercial Bank, this paper combines theory with practice, that is, the related theory of product marketing and the company business of H bank are closely combined with each other. In combination with a large number of company information and data, the market is analyzed thoroughly and comprehensively, in order to deeply analyze the marketing strategy problems and risk problems arising from the operation of H bank business. Based on these analysis, combined with the current situation of banking development in China, and put forward some practical proposals. Then, according to the collected data, the paper qualitatively expounds the situation and environment of H Bank, and puts forward effective marketing strategies. This paper analyzes the marketing strategies of H Bank Company through four parts: (1) mainly analyzes the marketing situation of H Bank and finds out the problems existing in the marketing process of H Bank. (2) carry on SWOT analysis and STP analysis to the marketing environment of H bank company's business. This paper analyzes the strengths, weaknesses, opportunities and threats of H Bank, and puts forward the corresponding solutions after synthetically evaluating these factors. (3) A more influential marketing strategy is put forward for H Bank. According to the specific situation of H Bank, this paper discusses the available marketing scheme of H Bank from four aspects: product strategy, pricing strategy, channel strategy and promotion strategy. The innovations of this paper are as follows: (1) this paper uses the method of combining theory with practical case analysis to summarize the development strategy of commercial bank company business under the background of continuous innovation of international finance at the present stage. It is of theoretical significance to the management and development of commercial banks in China. (2) mainly combined with some examples of H Bank in the process of business development, connecting with the actual situation in China, through a small part to see the whole to explore the business development strategy of China Commercial Bank Company. At the same time, some suggestions are put forward to improve the business of commercial banks in our country.
【学位授予单位】：华南理工大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F274;F832.33
本文编号：2306164
[Abstract]:Based on the practical problems of business marketing in Guangzhou Branch of H Commercial Bank, this paper combines theory with practice, that is, the related theory of product marketing and the company business of H bank are closely combined with each other. In combination with a large number of company information and data, the market is analyzed thoroughly and comprehensively, in order to deeply analyze the marketing strategy problems and risk problems arising from the operation of H bank business. Based on these analysis, combined with the current situation of banking development in China, and put forward some practical proposals. Then, according to the collected data, the paper qualitatively expounds the situation and environment of H Bank, and puts forward effective marketing strategies. This paper analyzes the marketing strategies of H Bank Company through four parts: (1) mainly analyzes the marketing situation of H Bank and finds out the problems existing in the marketing process of H Bank. (2) carry on SWOT analysis and STP analysis to the marketing environment of H bank company's business. This paper analyzes the strengths, weaknesses, opportunities and threats of H Bank, and puts forward the corresponding solutions after synthetically evaluating these factors. (3) A more influential marketing strategy is put forward for H Bank. According to the specific situation of H Bank, this paper discusses the available marketing scheme of H Bank from four aspects: product strategy, pricing strategy, channel strategy and promotion strategy. The innovations of this paper are as follows: (1) this paper uses the method of combining theory with practical case analysis to summarize the development strategy of commercial bank company business under the background of continuous innovation of international finance at the present stage. It is of theoretical significance to the management and development of commercial banks in China. (2) mainly combined with some examples of H Bank in the process of business development, connecting with the actual situation in China, through a small part to see the whole to explore the business development strategy of China Commercial Bank Company. At the same time, some suggestions are put forward to improve the business of commercial banks in our country.
【学位授予单位】：华南理工大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F274;F832.33
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本文编号：2306164
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