深发展南京分行营销策略研究

发布时间：2018-06-24 16:11

本文选题：市场营销策略 + 中小型商业银行　；参考：《南京大学》2012年硕士论文

【摘要】：随着我国改革开放政策的实施,经济得到了飞速发展,我国的金融领域也发生了深刻的变化。九十年代以来的二十年间,我国的金融行业越来越融入世界金融体系。几大国有银行纷纷上市,外资参股股份制银行,银行间的合并时有发生。尤其是加入WTO后,外资银行开始大举进入,或开设分支机构,或入股国内已有商业银行,国内银行间的竞争压力越发加剧。银行业在产品服务、营销等方面发生翻天覆地的变化。近年,我国的第一家上市银行深圳发展银行被我国保险业巨头平安集团收购,深发展和平安银行现在正面临着两行合并。深发展南京分行的营销策略将面临重大调整。在此背景下,本文的研究主题有着一定的现实意义。本文首先通过企业市场营销策略概念引入中小型商业银行市场营销策略问题,两者在理论上是相通的,梳理了中小型商业银行市场营销策略的一些基本概念,并简要阐述了研究中小型商业银行市场营销策略问题的理论分析框架。其次,本文重点阐述了深圳发展银行南京分行十年来的经营状况及市场营销策略的历史演进,同时指出南京分行市场营销策略存在的问题。再次,本文介绍并分析了国内商业银行的市场营销策略的现状、不足,国外商业银行市场营销策略值得借鉴的经验。最后,在前述研究的基础上,本文重点研究深发展与平安银行合并后南京分行市场营销策略分析,对南京分行可以采用的营销策略提出一些对策性建议。同时指出进一步研究的方向。
[Abstract]:With the implementation of China's reform and opening policy, the economy has developed rapidly, and the financial field of our country has also undergone profound changes. Since 1990 s, China's financial industry has been more and more integrated into the world financial system. Several state-owned banks have listed, foreign shares in joint-stock banks, bank mergers have occurred from time to time. Especially after China's entry into the WTO, foreign banks began to enter or set up branches on a large scale, or to invest in domestic commercial banks, and the competitive pressure among domestic banks became more and more intense. The banking industry in product service, marketing and other aspects have undergone earth-shaking changes. In recent years, Shenzhen Development Bank, the first listed bank in China, has been acquired by Ping an Group, the Chinese insurance giant. Shenzhen Development Bank and Ping an Bank are now facing the merger of two banks. The marketing strategy of deep development Nanjing branch will face major adjustment. In this context, the theme of this paper has a certain practical significance. This paper first introduces the marketing strategy of small and medium-sized commercial banks through the concept of enterprise marketing strategy. The two are connected in theory, combing some basic concepts of the marketing strategy of small and medium-sized commercial banks. The theoretical analysis framework of the marketing strategy of medium and small commercial banks is briefly expounded. Secondly, this paper focuses on the management situation and the historical evolution of the marketing strategy of the Nanjing Branch of Shenzhen Development Bank in the past ten years, and points out the problems existing in the marketing strategy of the Nanjing Branch. Thirdly, this paper introduces and analyzes the current situation of the domestic commercial bank's marketing strategy, the insufficiency, the foreign commercial bank's marketing strategy is worth using for reference experience. Finally, on the basis of the above research, this paper focuses on the analysis of the marketing strategy of Nanjing Branch after the merger of Deep Development and Ping an Bank, and puts forward some suggestions on the marketing strategy that can be adopted by Nanjing Branch. At the same time, the direction of further research is pointed out.
【学位授予单位】：南京大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：F832.33

【参考文献】