DY银行哈尔滨分行发展策略研究
发布时间：2018-11-10 15:03
【摘要】：DY银行（中国）有限公司哈尔滨分行经历了筹建，试营业，正式营业三个过程。其机构设置，人员聘用，营销战略，业务拓展等方面尚处于初级发展阶段。本文对DY银行哈尔滨分行的发展现状和存在的问题进行了研究，以为完善该行的未来发展策略提出建议。本文从产品服务,组织机构及人力资源等方面说明了DY银行哈尔滨分行的发展现状及发展策略；运用SWOT分析法、PEST分析法等，分析了DY银行哈尔滨分行发展的优势和劣势，面临的机遇和挑战，以及DY银行哈尔滨分行现有发展策略在产品开发、网点布局、人力资源使用等方面存在的问题与不足。本文通过对花旗银行异地分行，以及哈尔滨第一家外资银行——韩国国民银行的发展进行的分析，在营销策略的选择、目标客户的定位等方面得出了对DY银行哈尔滨分行发展的一些重要启示。在此基础上，本文提出完善DY银行哈尔滨分行发展策略的建议，包括在业务发展策略上有选择地把优势项目做强，大力发展零售业务，在跨境人民币业务中寻找新机遇，大力发展网上银行业务；在基础建设策略上加强支行的建设，增加营业网点等；在品牌服务策略上开展多种多样的营销活动提升自身的影响力，，用优质的服务快速提升客户的认知度；在人力资源策略上吸收当地银行的优秀人才，建立有效的平台，合理地配置人力资源等。
[Abstract]:DY Bank (China) Co., Ltd. Harbin branch has undergone three stages: preparation, trial operation and formal operation. Its establishment, personnel recruitment, marketing strategy, business expansion and other aspects are still in the primary stage of development. In this paper, the present situation and existing problems of Harbin Branch of DY Bank are studied, and suggestions are put forward to perfect the future development strategy of the Bank. This paper explains the present situation and development strategy of DY Bank Harbin Branch from the aspects of product service, organization and human resources. Using SWOT analysis method and PEST analysis method, this paper analyzes the advantages and disadvantages, opportunities and challenges faced by Harbin Branch of DY Bank, as well as the existing development strategy of Harbin Branch of DY Bank in product development, network layout, etc. Problems and deficiencies in the use of human resources. Based on the analysis of the development of Citibank's foreign branch and the first foreign bank in Harbin, the Korean National Bank, this paper makes a choice of marketing strategy. The location of target customers and other aspects of the development of DY Bank Harbin Branch of some important enlightenment. On this basis, this paper puts forward some suggestions to improve the development strategy of Harbin Branch of DY Bank, including selectively strengthening the superior items in the business development strategy, vigorously developing retail business, and looking for new opportunities in cross-border RMB business. Vigorously develop online banking business; Strengthen the construction of branch in the strategy of infrastructure construction, increase the business network, develop various marketing activities in brand service strategy to enhance their own influence, use quality services to quickly enhance customer awareness; In the human resource strategy to absorb the outstanding talents of the local bank, to establish an effective platform, reasonable allocation of human resources, and so on.
【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】：F832.33
本文编号：2322788
[Abstract]:DY Bank (China) Co., Ltd. Harbin branch has undergone three stages: preparation, trial operation and formal operation. Its establishment, personnel recruitment, marketing strategy, business expansion and other aspects are still in the primary stage of development. In this paper, the present situation and existing problems of Harbin Branch of DY Bank are studied, and suggestions are put forward to perfect the future development strategy of the Bank. This paper explains the present situation and development strategy of DY Bank Harbin Branch from the aspects of product service, organization and human resources. Using SWOT analysis method and PEST analysis method, this paper analyzes the advantages and disadvantages, opportunities and challenges faced by Harbin Branch of DY Bank, as well as the existing development strategy of Harbin Branch of DY Bank in product development, network layout, etc. Problems and deficiencies in the use of human resources. Based on the analysis of the development of Citibank's foreign branch and the first foreign bank in Harbin, the Korean National Bank, this paper makes a choice of marketing strategy. The location of target customers and other aspects of the development of DY Bank Harbin Branch of some important enlightenment. On this basis, this paper puts forward some suggestions to improve the development strategy of Harbin Branch of DY Bank, including selectively strengthening the superior items in the business development strategy, vigorously developing retail business, and looking for new opportunities in cross-border RMB business. Vigorously develop online banking business; Strengthen the construction of branch in the strategy of infrastructure construction, increase the business network, develop various marketing activities in brand service strategy to enhance their own influence, use quality services to quickly enhance customer awareness; In the human resource strategy to absorb the outstanding talents of the local bank, to establish an effective platform, reasonable allocation of human resources, and so on.
【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】：F832.33
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