中国农业银行山东省分行营销策略研究

发布时间：2018-12-12 12:29

【摘要】：银行业的高外生性、高杠杆性和高风险性决定着其与生俱来的脆弱性。东南亚金融危机和美国次贷危机间大量银行的倒闭便是明显的例证,而百年老店巴林银行更是仅仅因为一名交易员的违规操作而瞬间毁灭。进入后危机时代,我国商业银行面临着外部环境长期复杂性和经济走势不确定性等难题,特别是同业竞争日益白热化的趋势,更使得国内银行业经受着严峻考验。近期,我国金融改革的步伐明显加快,利率市场化趋势明显,届时银行间的竞争将更加白热化,农业银行作为一家大型国有上市银行,是中国主要的综合性金融服务提供商之一,深入研究其市场营销策略,对农业银行的生存、发展具有很强的现实意义。本文立足于当前国内外经济形势及银行竞争的发展趋势,在对农业银行山东省分行进行大量调查研究的基础上,从农业银行山东省分行营销现状、存在问题及成因分析出发,运用PEST、波特五力和SWOT等理论工具全面分析了商业银行面临的市场环境,阐述了宏观经济环境和微观环境对其业务市场营销策略产生的影响。然后,重点对商业银行营销组合策略中的客户选择策略、产品策略、价格策略、渠道策略和促销策略分别进行系统分析,提出山东农行在客户选择策略上要树立全新的客户选择标准,以经济资本回报率为标准来评判客户、选择客户、营销客户；在产品策略上要加快推动产品创新,为客户提供差别化和系列化产品服务,不断提高产品覆盖度；在定价策略上要选择“客户导向型”的定价模式,开展差异化营销策略；在渠道策略上要采取更加多样化的分销渠道,下大力气完善电子渠道体系建设；在促销策略上要提高层次,加强公共关系促销等。指出了在人力资源、财务资源、信息系统和风险控制等方面相应的配套保障措施,以此来支持山东农行市场营销工作的有效实施。希望本文的研究能够对农业银行山东省分行提升综合竞争能力,实现“同业争排头、系统创一流”的发展目标有所帮助。
[Abstract]:The high externality, high leverage and high risk of banking determine its inherent vulnerability. The collapse of a large number of banks between the financial crisis in Southeast Asia and the subprime mortgage crisis in the United States is a case in point, and Bahrain Bank, a century-old shop, was instantly destroyed by a trader's irregularities. In the post-crisis era, Chinese commercial banks are faced with many problems, such as the long-term complexity of external environment and the uncertainty of economic trend. Especially, the trend of increasing interbank competition makes the domestic banking industry stand a severe test. Recently, the pace of financial reform in our country has obviously accelerated, and the trend of interest rate marketization is obvious. By then, the competition among banks will be even more intense. The Agricultural Bank of China, as a large state-owned listed bank, As one of the main comprehensive financial service providers in China, it is of great practical significance to study its marketing strategy for the survival and development of the Agricultural Bank of China. Based on the current economic situation at home and abroad and the development trend of bank competition, based on a large number of investigations and studies on the Shandong Branch of the Agricultural Bank of China, this paper proceeds from the analysis of the current marketing situation, existing problems and causes of the branch of the Agricultural Bank of China Shandong Province. This paper analyzes the market environment faced by commercial banks by means of PEST, Porter and SWOT, and expounds the influence of macroeconomic environment and micro environment on the marketing strategy of commercial banks. Then, the thesis focuses on the systematic analysis of the customer selection strategy, product strategy, price strategy, channel strategy and promotion strategy in the marketing mix strategy of commercial bank. The paper points out that Shandong Agricultural Bank should set up a brand new standard of customer selection, judge customers, select customers and market customers on the basis of economic rate of return on capital. In terms of product strategy, we should speed up product innovation, provide customers with differentiated and serialized product services, continuously improve product coverage, select a "customer-oriented" pricing model and carry out differentiated marketing strategies in pricing strategies. In the channel strategy, we should adopt more diversified distribution channels, make great efforts to improve the construction of electronic channel system, enhance the level of promotion strategy, and strengthen the promotion of public relations, etc. The corresponding supporting measures in human resources, financial resources, information systems and risk control are pointed out to support the effective implementation of the marketing work of Shandong Agricultural Bank. It is hoped that the research in this paper can help the Agricultural Bank of China Shandong Branch to enhance its comprehensive competitiveness and achieve the goal of "ranking among peers and creating a first-class system".
【学位授予单位】：山东大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F832.33

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