H银行哈尔滨分行公司业务营销策略研究

发布时间：2018-08-10 22:09

【摘要】：随着中国经济的不断发展，经济实力的增强，越来越多的外国企业及金融机构看好中国市场。截至目前已经有超过200家外资银行进入中国市场，随着外资银行的大批涌入，加剧了中国金融市场的竞争。到2011年底我国共有各类银行业金融机构3万多家。银行业资产占我国全部金融机构资产的90%以上。H银行是继东亚银行、韩亚银行、摩根大通银行、韩国国民银行、奥地利奥和国际银行之后，第六家在哈尔滨建立分支机构的外资银行，也是进入哈尔滨市场规模最大的外资银行。目前哈尔滨已经有20多家银行金融机构，市场竞争异常激烈，，而竞争的核心就是银行公司业务。各家银行用出各种办法拓展公司业务，争取客户。H银行哈尔滨分行如何在今后的公司业务竞争中取得一席之地、争取到尽量多的客户，是目前面临的重大问题，采用什么样的营销策略是取得竞争优势的关键所在。本文通过SWOT分析，对H银行哈尔滨分行公司业务的优势、劣势、机遇和威胁进行了分析；提出了H银行哈尔滨分行公司业务营销面临外部问题及内部问题，并对这些问题的成因进行了分析。分析了H银行哈尔滨分行公司业务营销环境，分别对外部环境及内部环境进行了分析。通过PEST分析对黑龙江省政治、经济、社会、技术环境分别进行了分析，对黑龙江省区域金融环境进行分析，从以上两个方面对外部营销环境进行了分析；通过H银行哈尔滨分行主要业务及优势和H银行风险政策及审批流程两个方面对H银行哈尔滨分行公司业务内部营销环境进行了分析。根据H银行哈尔滨分行的营销目标，结合H银行哈尔滨分行公司业务的自身优势，提出了具体的营销策略，并提出了确保营销策略实施的保障措施。
[Abstract]:With the development of Chinese economy and the enhancement of economic strength, more and more foreign enterprises and financial institutions are optimistic about the Chinese market. Up to now, more than 200 foreign banks have entered the Chinese market, and with the influx of foreign banks, the competition in the Chinese financial market has been intensified. By the end of 2011, China had more than 30,000 banking financial institutions. Banking assets account for more than 90% of the total assets of financial institutions in China. Bank H is after the Bank of East Asia, Asiana Bank, JPMorgan Chase Bank, Korea National Bank, Austrian and Austrian and International Banks. The sixth foreign bank to establish a branch in Harbin is also the largest foreign bank to enter the Harbin market. At present, Harbin has more than 20 banks and financial institutions, the market competition is extremely fierce, and the core of the competition is the banking company business. Each bank uses various methods to expand the company's business, and how to gain a place in the future company business competition and win over as many customers as possible is a major problem facing the Harbin branch of the bank. What kind of marketing strategy is the key to competitive advantage. Through the analysis of SWOT, this paper analyzes the advantages, disadvantages, opportunities and threats of the business of Harbin Branch of H Bank, and puts forward the external and internal problems in the business marketing of Harbin Branch of H Bank. The causes of these problems are analyzed. This paper analyzes the marketing environment of H Bank Harbin Branch Company, and analyzes the external environment and internal environment respectively. This paper analyzes the political, economic, social and technological environment of Heilongjiang Province through PEST analysis, analyzes the regional financial environment of Heilongjiang Province, and analyzes the external marketing environment from the above two aspects. This paper analyzes the internal marketing environment of Harbin Branch of H Bank in terms of its main business and advantages, and the risk policy and approval process of H Bank. According to the marketing target of Harbin Branch of H Bank, combined with the advantages of Harbin Branch Company of H Bank, this paper puts forward specific marketing strategies, and puts forward the guarantee measures to ensure the implementation of marketing strategy.
【学位授予单位】：哈尔滨工程大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：F274;F832.33

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