葫芦岛银行服务营销策略研究

发布时间：2018-03-24 16:55

本文选题：葫芦岛银行　切入点：服务营销　出处：《东北大学》2012年硕士论文

【摘要】：在全球经济一体化的背景下,国内银行业竞争日趋激烈,金融体制经过多年的改革,多极竞争的格局已经在我国银行业市场上逐渐形成。多层面共存的银行架构已由国有商业银行、全国性股份制商业银行、区域性股份制商业银行、城市商业银行、城乡信用社、农村商业银行、村镇银行和外资银行等银行机构基本构成,并就目前有限的市场份额展开了十分激烈的竞争。葫芦岛银行是全国135家城市商业银行之一,葫芦岛银行最初源于对葫芦岛地区原有的城市信用社的股份制改造组建而成的,是为地方经济发展服务的城市商业银行。经过了十几年的探索与努力,葫芦岛银行得到了长足的发展,已成为葫芦岛市银行体系中的重要组成部分。由于成立时间晚、资金实力薄弱,导致葫芦岛银行在市场竞争中面临非常不利的局面。一方面,在本地区与国有商业银行、全国性股份制商业银行相比,无论在资产规模、网点建设、科技水平、人才资源方面,还是在资金来源、资产配置以及信用保证等方面都处于比较不利的地位,致使其市场占有额在不断缩减；另一方面,葫芦岛银行还面临着外来银行全面参与竞争所带来的猛烈冲击和严峻挑战。在激烈的竞争市场环境下,葫芦岛银行不仅要看到自身存在的劣势,也要看到与国有商业银行和全国性股份制商业银行相比,自身所具备的决策链段、机制灵活、信息传递快等优势,并通过外部环境的分析,找到有助于自身发展的机会和阻碍自身发展的环境威胁所在。为葫芦岛银行能最大限度地发挥自身优势,制定出适合发展的服务营销策略打下了坚实的基础。本论文主要采用了理论和实际相互结合的分析与研究方法,在对葫芦岛银行外部环境和内部条件深入分析的基础上,运用SWOT分析法识别出葫芦岛银行所面临的机会与威胁、优势与劣势,进而运用综合分析的方法对各种因素进行理性分析并使之相互匹配,然后从产品策略、价格策略、渠道策略、促销策略、人员策略、服务过程策略、有形展示策略这几个方面嵌入,最后制定出适合葫芦岛银行发展的服务营销策略,并对策略予以实施和控制,以达到让葫芦岛银行具备最强的竞争力的目的。
[Abstract]:In the context of global economic integration, domestic banking competition is becoming increasingly fierce, the financial system after many years of reform, The pattern of multipolar competition has gradually formed in the banking market of our country. The multi-level coexistence banking structure has been made up of state-owned commercial banks, national joint-stock commercial banks, regional joint-stock commercial banks, urban commercial banks, urban and rural credit cooperatives. Rural commercial banks, village and town banks, foreign banks and other banking institutions are basically constituted, and there is fierce competition over the current limited market share. Huludao Bank is one of the 135 urban commercial banks in the country. The Huludao Bank originated from the share-holding transformation of the original urban credit cooperatives in the Huludao area, and is a city commercial bank that serves the local economic development. After more than ten years of exploration and efforts, Huludao Bank has made great progress and has become an important part of Huludao City's banking system. Due to its late establishment and weak capital strength, Huludao Bank is facing a very disadvantageous situation in the market competition. On the one hand, compared with state-owned commercial banks and national joint-stock commercial banks in this region, whether in terms of asset size, The construction of network sites, the level of science and technology, the human resources, the sources of funds, the allocation of assets, and the credit guarantee are all in a relatively disadvantageous position, resulting in their market share constantly shrinking; on the other hand, Huludao Bank also faces the fierce impact and severe challenge brought by the full participation of foreign banks in the competition. In the fierce competitive market environment, the Huludao Bank must not only see its own weaknesses, We should also see that compared with state-owned commercial banks and national joint-stock commercial banks, they have the advantages of decision-making chains, flexible mechanisms, fast information transmission, and through the analysis of the external environment. It lays a solid foundation for Huludao Bank to make the best use of its own advantages and to formulate a service marketing strategy suitable for its development. This paper mainly adopts the analysis and research method of combining theory and practice. On the basis of deep analysis of the external environment and internal conditions of Huludao Bank, the paper uses SWOT analysis method to identify the opportunities and threats faced by Huludao Bank. The advantage and disadvantage, then use the comprehensive analysis method to carry on the rational analysis to the various factors and make them match each other, then from the product strategy, the price strategy, the channel strategy, the promotion strategy, the personnel strategy, the service process strategy, The visible display strategy is embedded in these aspects. Finally, the service marketing strategy suitable for the development of Huludao Bank is worked out, and the strategy is implemented and controlled in order to make Huludao Bank have the strongest competitive power.
【学位授予单位】：东北大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：F274;F832.33

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