招商银行长沙分行中间业务营销策略研究

发布时间：2018-08-03 16:07

【摘要】：当前随着市场化、国际化程度的不断提高,各种不确定、不稳定因素增多,我国银行业长期赖以生存的经济高增长、信贷高投放的经营环境渐行渐远,传统的靠存贷业务来谋求生存的手段已经不再适应商业银行的发展,我国商业银行亟需转变发展结构。中间业务本身风险小、成本低、收益高,创新优势强等特征,是各大商业银行用来扩展利润渠道,规避经营风险的首选。但无论是从业务品种、业务规模还是业务收入方面,国内商业银行与西方发达国家商业银行存在着比较大的差距。本文以招商银行长沙分行作为研究对象,运用现代企业管理思想和市场营销理论进行研究,就如何增强招商银行长沙分行中间业务营销能力,提高企业竞争力,提出适合行业发展趋势和企业特点的营销策略。首先运用PEST、 SWOT等环境分析法分析我国银行中间业务的宏观环境、行业竞争状况,对该公司的内部条件、优势、劣势、机会和威胁进行阐述,然后运用营销组合理论,制定中间业务产品策略、价格策略、渠道策略、促销策略,最后,分别从信息支持、品牌建设、风险防范、人才培养四个方面提出了公司市场营销策略实施的保障条件。
[Abstract]:At present, with the marketization and the increasing degree of internationalization, various uncertain and unstable factors are increasing. The economic growth that our banking industry depends on for a long time is high and the operating environment of high credit supply is gradually distancing. The traditional means of survival by deposit and loan business are no longer adapted to the development of commercial banks, and the development structure of commercial banks in China needs to be changed urgently. The intermediate business itself has the characteristics of low risk, low cost, high income, strong innovation advantage and so on. It is the first choice for commercial banks to expand profit channels and avoid operating risks. However, there is a big gap between domestic commercial banks and western developed commercial banks in terms of business variety, business scale and business income. This paper takes Changsha Branch of China Merchants Bank as the research object, applies the modern enterprise management thought and the marketing theory to carry on the research, on how to strengthen the middle business marketing ability of Changsha Branch of China Merchants Bank, and improve the competitiveness of the enterprises. The marketing strategy suitable for the development trend of the industry and the characteristics of the enterprise is put forward. First, using environmental analysis method such as pest, SWOT and so on, to analyze the macro environment, industry competition, internal conditions, advantages, disadvantages, opportunities and threats of the bank intermediary business in China, and then use the marketing combination theory, and analyze the internal conditions, strengths, weaknesses, opportunities and threats of the company. Finally, from four aspects of information support, brand construction, risk prevention and talent training, the paper puts forward the guarantee conditions of the company's marketing strategy implementation.
【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】：F832.2

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