中国银行吉林省分行的营销策略调整研究

发布时间：2018-04-12 13:23

  本文选题：营销策略 + 经营模式　； 参考：《吉林大学》2012年硕士论文

【摘要】：20世纪90年代以来，随着经一体化、金融全球化的发展，中国国有商业银行竞争力逐步提高，其获取竞争能力的途径也逐渐从依靠产品和服务竞争向依靠营销策略竞争转化。然而，中国银行以中国银行吉林省分行为例，其现行的营销策略以及指定其所依靠的营销模式均存在较大问题，导致其在区域内同业中市场竞争力不足、同业重点指标考核排名靠后，盈利能力和收益水平低下。 本文以中国银行吉林省分行现行营销策略和营销模式为研究背景，从实际出发，通过理论研究与实证分析相结合以及对比分析的方法，，剖析其现行营销策略存在的问题，通过对各类营销模式问题深入研究，调整制定适合其区域市场环境、以及中国银行独有企业文化和经营特点的营销策略，以期提高其市场竞争力，解决目前其在同业冲击下存在的营销理论和实践脱节的问题，使其营销管理精细化、综合收益最大化。 本文的结构包括绪论、中国银行吉林省分行现行营销策略和问题、中国银行吉林省分行营销模式分析以及营销策略调整思路、营销策略调整的制度保障等四章内容。在第一章绪论中主要介绍了课题的研究背景、研究意义以及研究思路和文章结构安排；在第二章主要通过中国银行吉林省分行2011年重点指标区域内五大行评比排名情况论证其现行营销策略下市场竞争力不足的问题，分析现行营销策略的优势和劣势，指出现行营销策略存在的主要问题；第三章中指出中国银行吉林省分行现行营销策略各项理论所依据的营销模式存在的主要问题及调整方向，包括客户定位、产品营销、营销组合、业务创新、服务渠道等；第四章从服务延伸和精细化管理的拓展、激励机制和制度保障、搭建员工晋升平台等三方面制度的制定保障调整后营销策略得以顺利实施。文章中提出了客户细分的具体策略，包括客户差异化服务、分级理论、客户加分晋级措施；还提出了客户经理负责制等客户精细化管理理论，从甄选客户、认领客户到延伸服务都提出了具体措施，提出通过追踪服务来细化服务渠道定位，有针对性地引导客户、发展客户，适时地制定适合客户的金融服务方案，以此拓展与客户业务合作的空间，夯实客户基础，与此同时，提高我行业务人员的营销能力和服务水平；文中为确保营销策略的顺利实施还从激励机制和保障制度上细化了岗位分工和岗位定位，对吉林省中行一线服务的各岗位职责分工和考核机制做了细致研究，并提出了打开一线员工晋升通道的奖励机制，提出对于营销业绩突出的员工，可以在中层岗位竞聘中突破工作年限等限定性要求，并在竞聘中增加业绩分等激励机制。
[Abstract]:Since the 1990s, with the development of economic integration and financial globalization, the competitiveness of Chinese state-owned commercial banks has been gradually improved, and the way of obtaining competitive power has gradually changed from relying on product and service competition to relying on marketing strategy competition.However, taking the Bank of China Jilin Branch as an example, its current marketing strategy and the marketing model on which it is designated have great problems, which leads to its lack of market competitiveness in the same region.Peer key indicators to assess the ranking on the back, profitability and income level is low.This paper takes the current marketing strategy and marketing model of Bank of China Jilin Branch as the research background, from the reality, through the combination of theoretical research and empirical analysis and comparative analysis, analyzes the existing problems of its current marketing strategy.Through the in-depth study of various marketing models, the author adjusts and formulates marketing strategies suitable for its regional market environment, as well as the unique corporate culture and management characteristics of the Bank of China, in order to improve its market competitiveness.To solve the problem of disconnection between marketing theory and practice under the impact of the same trade, to make its marketing management fine and comprehensive income maximized.The structure of this paper includes the introduction, the current marketing strategy and problems of Bank of China Jilin Branch, the analysis of the marketing mode of Bank of China Jilin Province Branch, the thinking of marketing strategy adjustment, and the system guarantee of marketing strategy adjustment.In the first chapter, the introduction mainly introduces the research background, research significance, research ideas and the structure of the article;In the second chapter, the author analyzes the advantages and disadvantages of the current marketing strategy by comparing the status of the five major banks in the key index region of the Bank of China Jilin Province Branch in 2011 to prove the lack of market competitiveness under the current marketing strategy.It points out the main problems existing in the current marketing strategy, and points out the main problems and adjustment directions of the current marketing strategy theories of Bank of China Jilin Province Branch, including customer orientation, product marketing, and so on.The fourth chapter is about the expansion of service extension and meticulous management, incentive mechanism and system guarantee, and the establishment of employee promotion platform. After the adjustment, the marketing strategy can be carried out smoothly.In this paper, the specific strategies of customer segmentation are put forward, including customer differentiation service, grading theory, customer promotion measures, customer manager responsibility system and so on, so as to select customers.The claim customer to the extension service has proposed the concrete measure, proposed through the tracing service refines the service channel localization, has the pertinence guidance customer, develops the customer, timely formulates the suitable customer financial service plan,In order to expand the space of business cooperation with customers, tamper the customer base, at the same time, improve our bank business personnel's marketing ability and service level;In order to ensure the smooth implementation of the marketing strategy, it also refines the job division and position from the incentive mechanism and the security system, and makes a detailed study on the division of duties and assessment mechanism of the front-line service of the Bank of China in Jilin Province.It also puts forward the incentive mechanism to open the promotion channel of front-line staff, and puts forward that the employees with outstanding marketing achievements can break through the limited requirements of working years in the competition for middle-level posts, and increase the incentive mechanism of performance grading in the competitive recruitment.
【学位授予单位】：吉林大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：F832.2

【参考文献】

中国期刊全文数据库 前3条

1 孙晓彤;;发展电子银行业务对提升商业银行竞争力作用的思考[J];长春金融高等专科学校学报;2011年04期

2 常嘉亮;;我国商业银行市场营销存在的问题及对策[J];河南商业高等专科学校学报;2007年01期

3 韩松;姜鹏;;中国商业银行竞争力及影响因素分析:2002—2009年[J];经济理论与经济管理;2011年07期

中国博士学位论文全文数据库 前1条

1 葛清俊;商业银行竞争战略效率模型研究[D];大连理工大学;2007年

本文编号：1739929