广发银行大连分行目标市场定位研究

发布时间：2018-01-03 21:15

本文关键词：广发银行大连分行目标市场定位研究　出处：《电子科技大学》2012年硕士论文　论文类型：学位论文

【摘要】：我国加入WTO以后，金融市场的开放对我国中小商业银行的生存和发展环境造成了很大的冲击。当前严峻的经济金融形势正逐渐考验中小商业银行应对复杂困难局面的能力。广发银行是一个有着特殊历史背景的银行，在其他商业银行迅猛发展的时期，广发银行还在重组；当其他股份制银行赶上大好形势，规模突分猛进、稳健经营的时候，广发银行奋起直追，虽然规模上有所提升，，但与其他股份制商业银行间尚存在一定差距。在我国无论是国有商业银行还是中小商业银行，对于相同的金融环境和相同的客户群体，在金融产品雷同的情况下，市场定位也基本趋同。广发银行在发展历史、整体规模、人员素质方面与国有商业银行相比没有优势可言，如果再没有自己的经营特色，在资金规模和网络覆盖都处于劣势的情况下选择与国有商业银行一样的市场定位，竞争力的提升空间不会很大。本文引入营销学中市场细分、目标市场选择及市场定位理论，理论联系实际，针对广发银行大连分行目标市场定位现状及问题分析，通过对广发银行大连分行外部营销环境和内部优势分析，基于广发银行大连分行相关业务数据和财务数据，提出了比较务实的提高竞争力的目标市场定位建议。笔者希望借此可以为加快广发银行大连分行向全功能的商业银行的转化，为全面提升广发银行大连分行的竞争力提供帮助，并且使其能够在日趋严峻的金融环境占有一席之地。
[Abstract]:After China's accession to WTO, the opening of the financial market caused a great impact on China's small and medium-sized commercial banks survival and development environment. The ability of the current severe economic and financial situation is gradually test for small and medium sized commercial banks to deal with the complicated difficult situation. The bank has a special historical background in the banks, other commercial banks rapidly the development of the times, Guangdong Development Bank also restructuring; when other joint-stock banks to catch up with the excellent situation, the scale of sudden Mengjin, when the sound operation, Guangdong Development Bank has improved the scale of spare no effort to catch up, though, but with other joint-stock commercial banks still exist a certain gap between. In our country, whether it is state-owned commercial banks or small commercial banks. For the same financial environment and the same customer groups, the financial products in similar circumstances, market positioning is also basic convergence. The Guangdong Development Bank in the development of history, the whole The scale of personnel quality, compared with the state-owned commercial banks have no advantage at all, if you do not have their own operating characteristics, the capital scale and network coverage in the choice of market positioning and the state-owned commercial bank's disadvantage, enhance the competitiveness of the space will not be great.
This paper introduces marketing market segmentation, target market selection and market positioning theory, theory and practice, according to the analysis of the status quo and problems of the Dalian branch of Guangdong Development Bank target market positioning, through the analysis of the external marketing environment of Dalian branch of Guangdong Development Bank and the internal advantage, Guangdong Development Bank Dalian branch of the relevant business data and financial data based on the proposed target market positioning more practical to improve the competitiveness of the proposal.
The author hopes to speed up the transformation of Dalian branch of Guangdong Development Bank to fully functional commercial banks, and to help enhance the competitiveness of Dalian branch of Guangdong Development Bank and enable it to take a place in the increasingly severe financial environment.

【学位授予单位】：电子科技大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：F832.33

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