基于竞争定位的BOCOM营销战略研究

发布时间：2018-01-17 20:22

本文关键词：基于竞争定位的BOCOM营销战略研究　出处：《天津大学》2014年硕士论文　论文类型：学位论文

【摘要】：近年来，各类股份制商业银行和地方性商业银行的不断崛起，对工农中建交五大行所占有的市场份额进行不断冲击，在银行业不断市场化的竞争模式下，稳定当前市场占有率，拓展银行的主营业务和中间业务成为银行赖以生存的前提条件。随着营销方式的不断拓宽，，银行业务的不断更新发展，五大行固有的利用庞大客户群体被动营销的模式也遭遇到前所未有的冲击，跨行交易使客户不再受到资金汇划难度的约束，更加提高了客户对银行理财投资业务的灵活度，同时，这些冲击同时对银行的业务也提出了更多更高更全面的要求。 BOCOM作为第一家转制的国有控股银行，与拥有庞大客户群体基数的工农中建四大行，存在一定的差距，无法占据工农中建作为国有银行的先天资源优势，同时，在与招商银行、兴业银行、浦发银行、光大银行等股份制商业银行的竞争中，又因带有国有控股的性质而缺乏一定的灵活性。本文旨在通过对BOCOM在银行业中的特殊状况的分析，从竞争定位的角度思考交通银行的发展趋势，思考重新定位银行及所服务的客户群体，能够给BOCOM在市场占有率和客户满意度上提高交通银行在客户心智中的位置。通过采用多样化的营销模式来改变BOCOM的现有状况，分别从营销策略、客户服务管理、成本管理和内控管理这四个方面全面分析BOCOM的内外部环境和竞争优势、劣势比较，并设计了符合BOCOM现行运营模式的营销战略，从理论与实践相结合的角度，研究BOCOM在竞争定位下的营销战略研究成果及仍可改进的方面。
[Abstract]:In recent years, all kinds of joint-stock commercial banks and local commercial banks continue to rise, the five banks in the establishment of diplomatic relations between workers and peasants have a continuous impact on the market share, in the banking market competition model. Stabilizing the current market share and expanding the bank's main business and intermediate business become the prerequisite for the bank to survive. With the continuous expansion of marketing methods and the continuous development of banking business, the five banks inherent in the use of huge customer groups of passive marketing model has encountered unprecedented impact. Cross-bank transactions make customers no longer subject to the difficulty of capital transfer constraints, more improve the flexibility of customers to the banking investment business, at the same time. These shocks also put forward more and more comprehensive requirements for banks' business. As the first state-owned holding bank, BOCOM has a certain gap with the four big banks of industry and agriculture, which have a huge customer base. Can not occupy the industrial and agricultural construction as a state-owned bank's innate resource advantage, at the same time, in the competition with China Merchants Bank, Industrial Bank, Pudong Development Bank, Everbright Bank and other joint-stock commercial banks. And because of the nature of state-controlled lack of flexibility. The purpose of this paper is to analyze the special situation of BOCOM in the banking industry, to consider the development trend of Bank of Communications from the perspective of competitive positioning, and to reposition the bank and the customer groups it serves. Can give BOCOM in the market share and customer satisfaction to enhance the position of Bank of Communications in the customer mind. Through the adoption of a diversified marketing model to change the current status of BOCOM. From the aspects of marketing strategy, customer service management, cost management and internal control management, this paper comprehensively analyzes the internal and external environment, competitive advantages and disadvantages of BOCOM. This paper also designs the marketing strategy which accords with the current operation mode of BOCOM. From the angle of combining theory with practice, the paper studies the research results of BOCOM's marketing strategy under the competitive orientation and the aspects that can be improved.
【学位授予单位】：天津大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F832.33;F274

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