工行贵港分行个人金融业务营销策略研究

发布时间：2018-04-29 14:45

本文选题：贵港工行 + 营销策略　；参考：《广西大学》2012年硕士论文

【摘要】：随着改革开放程度的加深,市场经济体制不断的完善,国民经济迅速发展,居民手中可支配收入增多,同时理财观念随着经济环境的变化而更新,这为个人金融业务的买方市场的形成和发展创造历史性的机遇。个人金融业务也成为银行同业竞争的制高点。中国工商银行紧跟时代的步伐,感受知识经济时代的脉搏,合理布局全国范围内的机构和网点,努力完善电子信息服务网络,加大力度培养各种高素质复合型金融人才,赢得了广大客户的青睐,其个人金融业务也初步实现了全方位、多样化、多层次的发展。本文在对贵港工行开展个人金融业务的实地调研的基础上,首先对贵港工行发展个人金融业务的重要意义、现状和存在的问题进行了分析,接着分析了影响贵港个人金融业务宏观环境、中观环境和微观环境,通过SWOT分析法对贵港工行开展个人金融业务的优势、劣势、机遇和威胁进行了深入探究,从而明确了贵港工行发展个人金融业务的比较优势和不足,确定贵港工行因采取SO策略即全方位、多元化的营销策略,贵港工行个人金融业务的营销应把握稍纵即逝的外部机遇,通过构建完善的营销组织体系,利用先进的电子信息技术应用体系提高自身的核心竞争力,占领更多的市场份额。这为后面对贵港工行开展营销策略研究打下基础。接着对贵港工行的个人金融业务的市场定位进行研究,论述了贵港工行市场定位的原则和指导思想。根据选定的目标市场,提出了贵港工行个人金融业务营销的五个策略,即产品策略、价格策略、渠道策略、促销策略、公共关系策略。最后对贵港工行施实施个人金融业务营销策略的保障措施进行阐述。希望通过本文的研究,对贵港工行今后经营思路和营销策略的选择提供一些有益的探索和帮助,以应对市场竞争,实现贵港工行的集约化发展。
[Abstract]:With the deepening of reform and opening up, the continuous improvement of the market economy system, the rapid development of the national economy, the increase of disposable income in the hands of the residents, and the renewal of the concept of financial management as the economic environment changes, This creates a historic opportunity for the formation and development of the buyer's market for personal financial business. Personal financial business has also become the commanding point of interbank competition. The Industrial and Commercial Bank of China closely follows the pace of the times, feels the pulse of the era of knowledge economy, reasonably distributes the national organizations and networks, strives to improve the network of electronic information services, and strengthens the training of various kinds of high-quality and complex financial talents. Won the favor of the majority of customers, its personal financial business has initially achieved a full-directional, diversified, multi-level development. On the basis of the field investigation on the personal financial business of ICBC, this paper first analyzes the significance, current situation and existing problems of ICBC's development of personal financial business. Then it analyzes the macro environment, meso environment and micro environment of personal financial business in Guigang, and probes into the strengths, weaknesses, opportunities and threats of ICBC's personal financial business through SWOT analysis. In this way, the comparative advantages and disadvantages of ICBC in developing personal financial business are clearly defined, and the comprehensive and diversified marketing strategy of ICBC is determined because of the adoption of so strategy. The marketing of ICBC's personal financial business should grasp the fleeting external opportunities, through the construction of a sound marketing organization system, the use of advanced electronic information technology application system to improve their core competitiveness, occupy more market share. This will lay the foundation for the later research on the marketing strategy of ICBC. Secondly, the paper studies the market orientation of ICBC's personal financial business, and discusses the principles and guiding ideology of ICBC's market positioning. According to the selected target market, this paper puts forward five marketing strategies of ICBC's personal financial business, that is, product strategy, price strategy, channel strategy, promotion strategy and public relations strategy. At last, the guarantee measures of implementing personal financial marketing strategy of ICBC are expounded. It is hoped that through the study of this paper, it will provide some useful exploration and help for the choice of future management ideas and marketing strategies of ICBC in order to cope with the market competition and realize the intensive development of ICBC in your port.
【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

【参考文献】