C银行广西区分行营销渠道建设研究

发布时间：2018-04-10 04:12

本文选题：商业银行　切入点：营销渠道建设　出处：《广西大学》2012年硕士论文

【摘要】：营销渠道是商业银行为客户提供金融产品和服务、实现价值转移和交换的各种场所、方式和途径,是实现与客户资金交互、信息交互、价值交互的纽带,是维护客户关系、发掘客户资源、创造银行价值的重要所在。因此,从某种意义上说,营销渠道是商业银行的一种战略性资源,控制了渠道,就赢得了客户,占据了竞争的制高点。C银行广西区分行是广西区域内的四大国有商业银行之一,其战略目标是打造区域市场首选银行。当前,营销渠道是制约C银行广西区分行核心竞争力提升的主要瓶颈之一。对C银行广西区分行营销渠道建设的对策进行研究,对于商业银行科学、合理地进行营销渠道规划、布局和建设,提高营销渠道的核心竞争力,有一定的现实意义。本文的目的在于研究C银行广西区分行营销渠道建设的对策,为解决当前C银行广西区分行营销渠道存在的问题提供参考。首先,本文阐述了商业银行营销渠道的相关概念,包括含义、种类、特征等,对4Cs营销理论、资源集成理论、金融创新的“技术推进”理论等商业银行营销渠道建设的相关理论进行了分析评价,为下文研究C银行广西区分行营销渠道建设的对策提供理论依据。其次,本文介绍了广西银行业营销渠道建设的概况,分析了C银行广西区分行营销渠道建设的现状和取得的成绩,重点分析了当前C银行广西区分行营销渠道建设存在的不足,得出C银行广西区分行加强营销渠道建设的必要性。最后,根据上文的分析,结合商业银行营销渠道建设的相关理论,本文提出了C银行广西区分行加强营销渠道建设应该遵循的几个原则,并从渠道分类建设、渠道整合、渠道创新、渠道成本管理、渠道风险管理等角度提出了C银行广西区分行加强营销渠道建设的对策。
[Abstract]:Marketing channel is a variety of places, ways and means for commercial banks to provide customers with financial products and services, to realize value transfer and exchange. It is also the link to realize the interaction of funds, information and value with customers, and it is also the maintenance of customer relations.Discover customer resource, the important place that creates bank value.Therefore, in a sense, marketing channels are a kind of strategic resources of commercial banks. If they control the channels, they will win customers and occupy the commanding height of the competition. The Guangxi Branch of the Bank of Guangxi is one of the four largest state-owned commercial banks in the Guangxi region.Its strategic goal is to create regional market preferred banks.At present, marketing channel is one of the main bottlenecks that restrict the core competitiveness of C Bank Guangxi Branch.The research on the countermeasures of marketing channel construction in Guangxi Branch of C Bank is of practical significance for commercial banks to plan, distribute and construct marketing channels scientifically and rationally, and to improve the core competitiveness of marketing channels.The purpose of this paper is to study the countermeasures of marketing channel construction in Guangxi Branch of C Bank, and to provide a reference for solving the problems existing in the marketing channel of Guangxi Branch of C Bank.First of all, this paper describes the commercial bank marketing channel related concepts, including the meaning, category, characteristics, 4Cs marketing theory, resource integration theory,This paper analyzes and evaluates the relevant theories of marketing channel construction of commercial banks, such as the theory of "technological advancement" of financial innovation, which provides the theoretical basis for the following research on the countermeasures of marketing channel construction in Guangxi Branch of C Bank.Secondly, this paper introduces the general situation of Guangxi banking marketing channel construction, analyzes the current situation and achievements of C Bank Guangxi Branch marketing channel construction, and focuses on the analysis of the current C Bank Guangxi branch marketing channel construction shortcomings.Get C bank Guangxi branch strengthens the necessity of marketing channel construction.Finally, according to the above analysis, combined with the relevant theory of commercial bank marketing channel construction, this paper puts forward several principles which should be followed by C Bank Guangxi Branch to strengthen the marketing channel construction, and from the channel classification construction, channel integration,From the angle of channel innovation, channel cost management and channel risk management, this paper puts forward the countermeasures to strengthen the marketing channel construction in Guangxi Branch of C Bank.
【学位授予单位】：广西大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：F274;F832.2

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