国家开发银行宁夏分行营销现状分析及对策研究
发布时间：2019-02-11 11:54
【摘要】：在国家开发银行宁夏分行由政策性金融机构向商业性金融机构的转型过程中,如何在新的形势下继续发挥自身优势,不断提高市场竞争力,一直是国家开发银行宁夏分行不断探索的问题。本文在国家开发银行总行制定的发展框架下,结合宁夏回族自治区的区情和宁夏分行的实际情况,运用金融营销、开发性金融理论以及市场营销等相关理论,通过对分行的经营发展取向、外部营销环境、内部经营环境逐一进行分析,并运用SWOT分析模型,提出了WO-ST-SO的营销战略组合；通过对国家开发银行宁夏分行营销体系现状及存在问题的分析,提出国家开发银行宁夏分行需要在营销管理体系上实现从自上而下行政式管理体系向客户导向型的服务管理体系转变；结合11P理论,通过市场细分、目标市场选择和市场定位分析,明确了国家开发银行宁夏分行在现有目标市场的基础上,需要进一步清晰市场定位,成为“依托中长期贷款业务为重点企业客户提供全面金融服务的银行”；运用服务利润链的理念,以提高客户满意度为方向,在产品、价格、渠道和营销传播组合等多个方面提出了具体的策略。希望对推动国家开发银行宁夏分行的持续健康发展有一定的借鉴意义。
[Abstract]:In the course of the transformation of the Ningxia Branch of the China Development Bank from a policy-oriented financial institution to a commercial financial institution, how to continue to give play to its own advantages in the new situation and continuously improve its market competitiveness, Has been the China Development Bank Ningxia Branch to explore the problem. Based on the development framework formulated by the head office of the China Development Bank and the actual situation of Ningxia Hui Autonomous region and Ningxia Branch, this paper applies relevant theories, such as financial marketing, developmental finance theory and marketing, etc. By analyzing the development orientation of the branch, the external marketing environment and the internal operating environment one by one, and using the SWOT analysis model, the paper puts forward the marketing strategy combination of WO-ST-SO. Through the analysis of the current situation and existing problems of the marketing system of China Development Bank Ningxia Branch, The paper points out that Ningxia Branch of China Development Bank needs to transform from top-down administrative management system to customer-oriented service management system in marketing management system. Combined with 11P theory, through market segmentation, target market selection and market positioning analysis, it is clear that China Development Bank Ningxia Branch needs to further clarify the market positioning on the basis of the existing target market. Become "rely on the medium and long term loan business for the key enterprise customers to provide comprehensive financial services bank"; By using the idea of service profit chain, this paper puts forward some specific strategies in the aspects of product, price, channel and marketing communication combination in order to improve customer satisfaction. Hope to promote the sustainable and healthy development of China Development Bank Ningxia Branch has certain reference significance.
【学位授予单位】：宁夏大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：F274;F832.33
本文编号：2419708
[Abstract]:In the course of the transformation of the Ningxia Branch of the China Development Bank from a policy-oriented financial institution to a commercial financial institution, how to continue to give play to its own advantages in the new situation and continuously improve its market competitiveness, Has been the China Development Bank Ningxia Branch to explore the problem. Based on the development framework formulated by the head office of the China Development Bank and the actual situation of Ningxia Hui Autonomous region and Ningxia Branch, this paper applies relevant theories, such as financial marketing, developmental finance theory and marketing, etc. By analyzing the development orientation of the branch, the external marketing environment and the internal operating environment one by one, and using the SWOT analysis model, the paper puts forward the marketing strategy combination of WO-ST-SO. Through the analysis of the current situation and existing problems of the marketing system of China Development Bank Ningxia Branch, The paper points out that Ningxia Branch of China Development Bank needs to transform from top-down administrative management system to customer-oriented service management system in marketing management system. Combined with 11P theory, through market segmentation, target market selection and market positioning analysis, it is clear that China Development Bank Ningxia Branch needs to further clarify the market positioning on the basis of the existing target market. Become "rely on the medium and long term loan business for the key enterprise customers to provide comprehensive financial services bank"; By using the idea of service profit chain, this paper puts forward some specific strategies in the aspects of product, price, channel and marketing communication combination in order to improve customer satisfaction. Hope to promote the sustainable and healthy development of China Development Bank Ningxia Branch has certain reference significance.
【学位授予单位】：宁夏大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：F274;F832.33
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