中国银行长春工农大路支行个人金融业务市场营销策略研究

发布时间：2018-02-17 05:54

本文关键词： 中国银行个人金融业务市场营销环境市场定位市场营销组合　出处：《吉林大学》2015年硕士论文　论文类型：学位论文

【摘要】：近些年全球经济金融化、金融市场化进程加快，，外资银行、股份制银行、城镇银行等经济实体不断涌入中国，银行业内竞争日益激烈，与此同时互联网金融概念异军突起，国有商业银行市场份额和市场地位均受到猛烈冲击，在经济形势复杂和同业竞争激烈的环境中，积极发展个人金融业务是国有商业银行的必然选择和趋势，个人金融业务是国有商业银行各项业务发展的重中之重，个人金融业务发展的成功与否会直接影响国有商业银行的经营业绩与生存空间。在这种背景下，本文以工农大路支行个人金融业务市场为研究对象，探讨个人金融业务市场营销策略，这对于扩大基层机构个人金融业务规模，拓宽营销渠道，优化业务结构；推动产品和服务创新，提高综合服务能力；市场机遇的把握，奠定个人客户基础，挖掘中、高端客户潜力，降低客户流失风险；增加中间业务收入，提高利润贡献度；提升网点人员队伍素质，培养创新和营销意识；提高网点整体效能，发挥全功能复合型网点作用；进一步解决业务发展中的网点建设、组织执行、激励约束、运营管理、内控案防等方面的问题，对银行业基层机构个人金融业务发展具有一定的理论借鉴和现实指导意义。本文共分为四部分。第一部分是绪论，主要阐述论文的研究背景、研究意义以及研究内容和研究框架。在激烈的市场竞争下，在国内银行个人金融业务发展浪潮中，中国银行始终秉承“以客户为中心、以市场为导向”的发展理念，将个人客户市场作为目标市场。工农大路支行作为中国银行吉林省分行城区直属支行之一，积极响应省行战略，为全面拓宽个人金融业务市场，抢占个人客户市场份额，工农大路支行利用网点这一阵地，于2014年4月完成各项业务下摆网点的工作，全面打造全功能复合型网点，个人金融业务能够在更广阔的土壤上开花结果。第二部分是对工农大路支行个人金融业务市场营销现状与存在的问题进一步剖析。这部分首先阐述了工农大路支行个人金融业务发展现状，其中包括发展历程、组织架构、经营范围等几方面，其次描述了工农大路支行个人金融业务市场营销现状，从产品、客户、营销渠道、促销几个维度出发，进一步得出个人金融业务在市场营销中存在的问题。第三部分分析了个人金融业务市场营销环境，首先是对工农大路支行个人金融业务市场宏观环境进行分析，包括政治环境、经济环境、科技环境、社会环境四个方面。其次对微观环境分析，包括竞争者分析、客户分析、替代品分析。最后运用SWOT分析法总结出优势、劣势、机会和威胁，使得第四部分营销策略的制定能够有的放矢。第四部分是在全面分析的基础上，明确工农大路支行个人金融业务目标市场，制定适合本行实际的营销组合策略和实施保障措施，促使业务转型后的工农大路支行利用业务下沉网点的契机，解决个人金融业务规模小、产品结构不合理、营销队伍素质不高、营销手段过于传统、创新意识不强等问题，提高工农大路支行在中国银行吉林省分行个金业务的贡献度和知名度，实现个人金融业务的可持续发展，进一步提升工农大路支行个人金融业务经营水平。
[Abstract]:In recent years , global economic and financial , financial market - oriented process , foreign banks , joint - stock banks , urban banks and other economic entities have continuously poured into China , and the competition in the banking industry is increasingly fierce . At the same time , the market share and market status of the state - owned commercial banks have been severely impacted . In the environment of complex economic situation and fierce competition , the individual financial business is the inevitable choice and trend of the state - owned commercial banks , and the success of the individual financial services will directly affect the operating performance and living space of the state - owned commercial banks . In this context , this paper studies the individual financial business marketing strategy based on the personal financial business market of Gongong Tai Road Sub - branch , which is helpful to enlarge the individual financial business scale of the grass - roots institution , widen the marketing channel , optimize the business structure , promote the product and service innovation , improve the comprehensive service ability , improve the overall efficiency of the network and play the role of the whole function compound network , further solve the problems of network point construction , organization execution , incentive restriction , operation management and internal control case in the business development , and has certain theoretical reference and practical significance for the development of the individual financial services of the banking grass - roots institutions . This paper is divided into four parts . The first part is the introduction , mainly expounds the research background , the research significance and the research contents and the research framework . In the fierce market competition , the Bank of China always adheres to the development idea of " taking the customer as the center , taking the market as guidance " , and taking the personal client market as the target market . The second part is a further analysis of the present situation and the problems of personal finance business in the branch of workers and peasants . This part firstly expounds the present situation of personal finance business development in the branch of workers and peasants , including the development course , organization structure , business scope and so on . Secondly , this part describes the present situation of personal financial business marketing in the branch of workers and peasants , from the aspects of product , customer , marketing channel and promotion , further obtains the problems of personal financial business in marketing . The third part analyzes the marketing environment of personal finance business , firstly , analyzes the macro - environment of the individual financial business market of the main branch of workers and peasants , including political environment , economic environment , science and technology environment and social environment . Secondly , SWOT analysis method is used to summarize the advantages , disadvantages , opportunities and threats , so that the development of the fourth part of marketing strategy can be targeted . The fourth part , on the basis of comprehensive analysis , makes clear the target market of the individual financial business of workers and peasants , and sets up the marketing mix strategy and implementation safeguard measures suitable for the Bank . It will solve the problems of small scale of individual financial business , unreasonable product structure , low quality of marketing team , overly traditional marketing means , weak innovation consciousness , etc . , and improve the sustainable development of individual financial services , and further enhance the level of individual financial business operation of workers and peasants .

【学位授予单位】：吉林大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F832.2

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