中国银行湖南省分行国际结算业务营销策略优化研究

发布时间：2019-03-18 21:22

【摘要】：：随着我国与全球经济联系的日益紧密,国际结算业务已成为我国各家商业银行中间业务竞争的焦点。中国银行湖南省分行亟需优化营销策略以强化其国际结算业务。中国银行湖南省分行国际结算业务有着市场份额大、业务处理能力强、经验丰富、产品和服务多样性强等优点,但目前面临着市场份额下降、缺乏清晰的战略规划、组织结构落后和人力资源管理机制僵化等问题。通过运用SWOT分析法进行优势、劣势、外部机遇和外部威胁的分析,确定营销战略应选择抓住机遇,克服劣势,强化对内管理控制机制,综合发展对外经营,稳固和扩张市场份额,利用规模降低成本和进行市场细分。中国银行湖南省分行营销策略的优化包括深化本外币一体化的经营模式、坚持业务创新、强化品牌形象、根据市场建立分层定价机制、优化营销渠道、制定多样化的促销策略、优化服务营销体系等方面。论文为营销优化策略的实施设计了三个保障措施,即考核机制保障、内部控制保障和人力资源保障。
[Abstract]:With the increasingly close relationship between our country and the global economy, the international settlement business has become the focus of the intermediate business competition of the commercial banks in our country. The Bank of China Hunan Branch needs to optimize its marketing strategy to strengthen its international settlement business. The international settlement business of the Hunan Branch of the Bank of China has the advantages of large market share, strong business processing ability, rich experience, and strong diversity of products and services, but at present it faces a decline in market share and a lack of clear strategic planning. The backwardness of organizational structure and the rigidity of human resource management mechanism. Through the analysis of strengths, weaknesses, external opportunities and threats by using SWOT analysis, it is determined that marketing strategies should seize opportunities, overcome weaknesses, strengthen internal management and control mechanisms, and comprehensively develop external operations. Stabilize and expand market share, use scale to reduce costs and market segmentation. The optimization of marketing strategy of Bank of China Hunan Branch includes deepening the mode of integration of local and foreign currency, insisting on business innovation, strengthening brand image, establishing layered pricing mechanism according to the market, optimizing marketing channels, and formulating diversified promotion strategies. Optimize service marketing system and other aspects. This paper designs three safeguard measures for the implementation of marketing optimization strategy, that is, check-up mechanism guarantee, internal control guarantee and human resource guarantee.
【学位授予单位】：中南大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F832.2

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