恒丰银行绍兴支行公司客户的营销策略研究

发布时间：2018-06-06 19:34

本文选题：恒丰银行绍兴支行 + 公司业务　；参考：《中南大学》2012年硕士论文

【摘要】：公司业务指的是以公司客户为服务对象的银行业务,是国内股份制商业银行的主要业务内容和利润来源。恒丰银行绍兴支行作为一家侧重于公司业务的股份制商业银行分支机构,能否专于此,长于此,事关生存和发展的可持续。后金融危机时期,国内宏观形势不容乐观,经济发展复杂性和不定性逐渐显现,特别是国际主要经济体的衰退、国际市场需求的减弱以及国内金融业趋同质化竞争的激烈,使银行业发展步入了一个相对艰难期。与国外银行相比,国内银行业公司业务影响仍处于初级阶段,浅尝于产品营销和服务营销,缺乏科学的市场营销体系。本文尝试综合运用STP、4PS、4RS及关系营销等理论,通过对恒丰银行绍兴支行所处市场、经营运行情况、现行营销体系等的全面分析,找出绍兴支行公司业务营销的基础、优势和存在问题。作者在研究中开展了市场调研,对客户满意度市场调查结果,分基本属性满意度、公司业务开展情况、公司信贷业务开展情况等实行了交叉分析,得出绍兴支行在公司业务营销上存在的产品策略、定价策略、渠道策略、营销体系四方面问题。继而进行SWOT分析,最后,根据研究分析的结果,从STP战略、4Ps策略、关系营销策略等方面给出了恒丰银行绍兴支行公司业务的营销策略设计,并进一步提出了实施这一策略的保障措施建议。
[Abstract]:The business of the company refers to the banking business which serves the clients of the company. It is the main business content and the profit source of the domestic joint-stock commercial banks. The Shaoxing branch of Hengfeng bank is a branch of the joint-stock commercial bank which focuses on the business of the company.
In the period of the post financial crisis, the domestic macro situation is not optimistic, the complexity and uncertainty of the economic development gradually appear, especially the decline of the international major economies, the weakening of the international market demand and the fierce competition in the domestic financial industry, which has made the development of the banking industry into a relatively difficult period. Compared with the foreign banks, the domestic banks have been compared with the domestic banks The business of the company is still in the primary stage, tasted the product marketing and service marketing, and lack of a scientific marketing system. This paper tries to use the theory of STP, 4PS, 4RS and relationship marketing to find out the general analysis of the market, operation and marketing system of the Shaoxing branch of Hengfeng bank, and find out the branch of Shaoxing branch. The author has carried out market research in the study, carried out a cross analysis on the results of customer satisfaction market survey, the satisfaction of basic attributes, the development of the company business, the development of the company's credit business and so on, and got the product strategy and pricing of the Shaoxing branch in the business marketing of the company. Four aspects of strategy, channel strategy and marketing system. Then SWOT analysis is carried out. Finally, according to the results of the research and analysis, the marketing strategy design of Shaoxing branch company of Hengfeng bank is given from STP strategy, 4Ps strategy and relationship marketing strategy, and the suggestions for implementing this strategy are further proposed.
【学位授予单位】：中南大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：F274;F832.2

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