商业银行营销模式探析

发布时间：2018-06-25 02:09

本文选题：商业银行 + 营销现状　；参考：《华中师范大学》2012年硕士论文

【摘要】：随着社会主义市场经济不断发展,我国金融市场得到进一步活跃,国外银行的营销模式理念对我国银行业产生很大影响。随着现代营销理论的深化,银行业以客户为中心的营销战略逐步形成。在商业银行的经营管理中,市场营销的地位越来越重要,商业银行通过制度管理、人力管理、服务内容等来确保和客户之间建立长期稳定的服务对应关系,进而提升银行的市场竞争力和盈利能力。我国商业银行目前的营销模式主要是主客户营销管理模式,但是该模式的实际运作现状并不乐观,营销组织体系不完善,营销策略也比较单一,这与我国国情和社会经济发展有密切关系,商业银行在营销模式上的配套制度和系统与资本主义国家银行相比还有偏差,这也导致我国商业银行主客户营销模式不能取得如西方发达国家类似的成效。我国商业银行想要在当前竞争激烈的市场中赢得一席之地,就需要深入研究国内外商业银行营销模式和营销策略,然后制定出适合自身发展和契合国情的市场营销策略,在这个过程中要坚持贯彻以客户为关注焦点,只有赢得了顾客才能赢得市场。论文立足于以上背景,在分析商业银行营销理论的基础上,剖析我国商业银行营销模式的发展现状和主要营销模式,结合某商业银行营销模式实例进行分析,探讨了商业银行营销模式的实践问题,针对目前商业银行营销模式上存在的问题提出建议对策,以对现有营销模式进行适当改革,推动我国商业银行经营效率提升。论文第一章梳理了当前关于商业银行营销模式的研究背景,回顾了国内外研究现状；第二章对我国商业银行营销模式进行整理和归纳,分析了我国商业银行营销模式的发展现状和主要营销模式；第三章以我国某商业银行某地支行为例,总结出当前我国商业银行营销模式上主要存在营销观念认识不足、营销组织体系不完善、营销策略单一、营销业务单一这几方面的问题；第四章结合商业银行营销模式实例,指出商业银行应该从完善营销组织机构、积极进行产品创新、拓展银行业务、加快人才培养和储备、建立综合化经营的信息技术平台这几方面进行改进和创新；第五章是对全文的总结,包括本文的总结和不足之处。
[Abstract]:With the continuous development of socialist market economy, our financial market has been further active, and the marketing model of foreign banks has a great impact on our banking industry. With the deepening of modern marketing theory, the customer-centered marketing strategy is gradually formed in the banking industry. In the management of commercial banks, the position of marketing is becoming more and more important. Through system management, manpower management, service content and so on, commercial banks ensure the establishment of long-term stable service correspondence with customers. Then enhance the market competitiveness and profitability of banks. The current marketing mode of commercial banks in China is mainly the main customer marketing management mode. However, the actual operation of this model is not optimistic, the marketing organization system is not perfect, and the marketing strategy is relatively single. This is closely related to China's national conditions and social and economic development. Commercial banks' supporting systems and systems in the marketing model are still deviated from those of capitalist national banks. This also leads to the main customer marketing model of commercial banks in China can not achieve similar results as western developed countries. If China's commercial banks want to win a place in the current competitive market, it is necessary to deeply study the marketing model and marketing strategies of domestic and foreign commercial banks, and then formulate marketing strategies suitable for their own development and national conditions. In this process to adhere to the implementation of customer-focused attention, only to win the customer to win the market. Based on the above background, based on the analysis of the marketing theory of commercial banks, this paper analyzes the current situation and main marketing models of the marketing models of commercial banks in China. This paper probes into the practical problems of the marketing mode of commercial banks, and puts forward some countermeasures in view of the problems existing in the marketing mode of commercial banks at present, in order to carry on the proper reform of the existing marketing modes and promote the efficiency of commercial banks in our country. The first chapter combs the current research background of the commercial bank marketing model, reviews the domestic and foreign research status, the second chapter collates and summarizes the commercial bank marketing model of our country. This paper analyzes the development status and main marketing mode of commercial bank marketing mode in our country, the third chapter takes a branch of a commercial bank in our country as an example, and concludes that there is a lack of understanding of marketing concept in the marketing mode of commercial bank in our country at present. The fourth chapter combines with the example of marketing mode of commercial banks, points out that commercial banks should actively carry out product innovation from perfecting marketing organization, marketing strategy and marketing business. The fifth chapter is the summary of the full text, including the summary and deficiency of this paper.
【学位授予单位】：华中师范大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：F274;F832.33

【引证文献】