内蒙古国有商业银行国际业务营销环境分析

发布时间：2018-05-16 01:04

本文选题：国有商业银行 + 国际业务　；参考：《内蒙古大学》2012年硕士论文

【摘要】：银行业国际业务的发展离不开有效的营销策略,而制定营销策略的前提就是要了解其营销环境。在我国经济飞速发展的今天,宏观上,国际贸易日益繁荣发展,银行业国际业务市场需求迅猛增长；微观上,外资银行的进驻和国内中小银行的兴起,也使国际业务市场上的竞争日趋激烈。现阶段,内蒙古各国有商业银行在国际业务领域虽然取得了一定的营销成果,但也暴露出了一些问题。政策上,内蒙古地区的外汇管理制度亟待完善,人民币与国际金融市场对接等方面还缺乏具体操作经验；文化习俗上,边境地区长期积累的习惯,使小额业务市场被民间机构所分割；营销理念上,存在采用统一营销,忽视地区差异,欠缺考虑市场内外部环境的问题；市场划分上,不同地区市场环境迥异,有些地区可能存在大量小额业务客户,而有些地区则可能存在少数优质大额业务客户；产品营销上,存在银行产品从属化、同质化,定价机制不灵活等。为解决这些问题,本文首先对国有商业银行的国际业务进行了分析,然后对内蒙古地区国际业务的内外部市场进行了研究,最后通过SWOT分析法对国有商业银行国际业务营销环境进行了总结。通过分析,笔者认为,内蒙古地区虽然是内陆地区,但经济发展强劲,外商投资环境逐步加强,国际贸易企业不断增多,国际业务发展潜力巨大；同时外资银行的进入,国内同业竞争,人才储备不足等都使得国有商业银行面临着极大的挑战,但总体上机遇大于挑战。本文认为,内蒙古各国有商业银行要针对内蒙古地区的营销环境,制定正确的营销策略,适应地区市场环境,以便更好更快地促进内蒙古地区国有商业银行国际业务的持续、快速、健康发展。
[Abstract]:The development of banking international business can not be separated from effective marketing strategy, and the premise of formulating marketing strategy is to understand its marketing environment. With the rapid economic development of our country today, macroscopically, the international trade is booming day by day, the international business market demand of the banking industry is growing rapidly, the microcosmic, the foreign capital bank's presence and the domestic small and medium-sized bank's rise, It also makes the international business market increasingly competitive. At present, the state-owned commercial banks in Inner Mongolia have made some achievements in the field of international business, but also exposed some problems. In terms of policy, the foreign exchange management system in Inner Mongolia is in urgent need of improvement, and the RMB and international financial markets still lack specific operational experience. The small business market is divided by the private organizations; the marketing concept is to adopt unified marketing, ignore regional differences, and lack of consideration of the internal and external market environment; in the market division, the market environment is very different in different regions. In some areas there may be a large number of small business customers while in some areas there may be a small number of high quality and large business customers. In product marketing there are banking product subordination homogenization and inflexible pricing mechanism. In order to solve these problems, this paper first analyzes the international business of state-owned commercial banks, and then studies the internal and external market of international business in Inner Mongolia. Finally, the paper summarizes the international marketing environment of state-owned commercial banks by SWOT analysis. Through analysis, the author believes that although Inner Mongolia is an inland region, the economic development is strong, the foreign investment environment is gradually strengthened, the international trade enterprises are increasing, and the development potential of international business is huge. At the same time, the entry of foreign banks, Domestic competition and talent reserve make the state-owned commercial banks face great challenges, but the opportunities are larger than the challenges. This paper holds that the state-owned commercial banks in Inner Mongolia should formulate the correct marketing strategy and adapt to the regional market environment in order to promote the international business continuity of the state-owned commercial banks in Inner Mongolia better and faster. Rapid and healthy development.
【学位授予单位】：内蒙古大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：F832.33

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