BOG银行公司客户业务营销分析
发布时间：2019-05-06 06:03
【摘要】：金融机构之间市场竞争的关键在于赢得客户,掌握客户资源的金融机构必然在竞争中取得优势,正所谓“得客户者得天下”。BOG银行作为一家区域性的本土银行,经过多年的发展,综合实力不断增强,取得了可喜的成绩。但是,作为一家年轻的金融机构,横向比较其他商业银行,BOG银行在公司业务的营销方面也存在着诸多问题和不足之处。本文就是在贵阳实际发展的基础上,运用SWOT分析方法对当前BOG银行公司业务发展的优势、劣势、机会和威胁进行分析论述,认为BOG银行作为地方性中小银行,其主要作用就是服务地方经济,服务当地中小企业,服务城市居民。因此,应以中小企业和城市居民为基本客户群,因地制宜,科学定位,制定切实有效的发展战略,不断开发符合市场需求的新产品,加强对地方经济建设和中小企业的支持力度,为城市居民提供更优质的金融服务,开拓生存空间。 本文的研究目的,就是希望通过对BOG银行的公司客户业务营销进行系统的研究,为相关的金融机构业务管理者提供一些理论参考和建议。 本文的研究以BOG银行的公司客户业务营销为主题,定位于实现BOG银行的公司客户业务营销组织和策略的完善的目标,循着这样的思路,文章具体的逻辑结构与主要内容展开如下： 第一部分是绪论,介绍了论文的研究背景和研究意义、国内外研究概况、本文的研究方法和研究内容。 第二部分是对BOG银行公司客户业务营销现状进行研究,主要是从BOG银行的组织架构、业务流程、产品、行业、客户等方面进行分析。 第三部分是研究BOG银行及其公司业务营销中存在的问题以及表现,深刻分析存在问题的原因,为后续公司业务营销发展奠定基础。 第四部分通过运用SWOT分析方法对BOG银行公司客户业务营销所面临的优势、劣势、机会和威胁进行分析论述,得出BOG银行公司业务营销主要的问题有那些。 第五部分是对BOG银行公司业务营销发展策略提出了建议。首先是建立完善的公司业务营销组织和企业文化精神。二是提出了BOG银行的市场策略。三是提出了要重视项目库建设的建议。四是提出了BOG银行营销策略的选择：五是提出了重视新客户开发的建议。
[Abstract]:The key to market competition among financial institutions is to win customers, and financial institutions that master customer resources must gain an advantage in the competition. BOG Bank, as a regional local bank, is the so-called "winner of customers in the world". After years of development, comprehensive strength continues to strengthen, has achieved gratifying results. However, as a young financial institution, horizontal comparison of other commercial banks, BOG Bank also has many problems and shortcomings in the marketing of the company's business. On the basis of the actual development of Guiyang, this paper analyzes and discusses the advantages, disadvantages, opportunities and threats of the business development of the current BOG bank company by using the SWOT analysis method, and thinks that the BOG bank is a small and medium-sized local bank. Its main function is serving the local economy, serving the local small and medium-sized enterprises, serving the city residents. Therefore, small and medium-sized enterprises and urban residents should be the basic customer groups, adapt to local conditions, scientifically position, formulate practical and effective development strategies, and constantly develop new products that meet the needs of the market. To strengthen the local economic construction and small and medium-sized enterprises support efforts to provide better financial services for urban residents, open up room for survival. The purpose of this paper is to provide some theoretical references and suggestions for the business managers of financial institutions through the systematic study of the corporate customer marketing of BOG Bank. Based on the theme of BOG bank's corporate customer marketing, this paper focuses on the goal of realizing the perfect marketing organization and strategy of BOG bank's corporate customer business, and follows this way of thinking. The logical structure and main contents of this paper are as follows: the first part is the introduction, which introduces the research background and significance of the paper, the general situation of the research at home and abroad, the research methods and research contents of this paper. The second part is to study the current situation of BOG Bank's customer marketing, mainly from the aspects of BOG Bank's organizational structure, business process, products, industry, customers and so on. The third part is to study the problems existing in the business marketing of BOG Bank and its company, and analyze the reasons of the problems deeply, so as to lay a foundation for the development of business marketing of the follow-up companies. The fourth part analyzes the advantages, disadvantages, opportunities and threats of BOG Bank Company's customer marketing by using SWOT analysis method, and concludes that the main problems of BOG Bank Company's business marketing are those. The fifth part is to the BOG bank company business marketing development strategy put forward the suggestion. The first is to establish a sound corporate business marketing organization and corporate culture spirit. The second is to put forward the market strategy of BOG bank. Third, put forward the suggestion that we should attach importance to the construction of the project database. Fourth, put forward the choice of marketing strategy of BOG bank: fifth, put forward the suggestion of attaching importance to the development of new customers.
【学位授予单位】：西南财经大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：F832.2
本文编号：2469942
[Abstract]:The key to market competition among financial institutions is to win customers, and financial institutions that master customer resources must gain an advantage in the competition. BOG Bank, as a regional local bank, is the so-called "winner of customers in the world". After years of development, comprehensive strength continues to strengthen, has achieved gratifying results. However, as a young financial institution, horizontal comparison of other commercial banks, BOG Bank also has many problems and shortcomings in the marketing of the company's business. On the basis of the actual development of Guiyang, this paper analyzes and discusses the advantages, disadvantages, opportunities and threats of the business development of the current BOG bank company by using the SWOT analysis method, and thinks that the BOG bank is a small and medium-sized local bank. Its main function is serving the local economy, serving the local small and medium-sized enterprises, serving the city residents. Therefore, small and medium-sized enterprises and urban residents should be the basic customer groups, adapt to local conditions, scientifically position, formulate practical and effective development strategies, and constantly develop new products that meet the needs of the market. To strengthen the local economic construction and small and medium-sized enterprises support efforts to provide better financial services for urban residents, open up room for survival. The purpose of this paper is to provide some theoretical references and suggestions for the business managers of financial institutions through the systematic study of the corporate customer marketing of BOG Bank. Based on the theme of BOG bank's corporate customer marketing, this paper focuses on the goal of realizing the perfect marketing organization and strategy of BOG bank's corporate customer business, and follows this way of thinking. The logical structure and main contents of this paper are as follows: the first part is the introduction, which introduces the research background and significance of the paper, the general situation of the research at home and abroad, the research methods and research contents of this paper. The second part is to study the current situation of BOG Bank's customer marketing, mainly from the aspects of BOG Bank's organizational structure, business process, products, industry, customers and so on. The third part is to study the problems existing in the business marketing of BOG Bank and its company, and analyze the reasons of the problems deeply, so as to lay a foundation for the development of business marketing of the follow-up companies. The fourth part analyzes the advantages, disadvantages, opportunities and threats of BOG Bank Company's customer marketing by using SWOT analysis method, and concludes that the main problems of BOG Bank Company's business marketing are those. The fifth part is to the BOG bank company business marketing development strategy put forward the suggestion. The first is to establish a sound corporate business marketing organization and corporate culture spirit. The second is to put forward the market strategy of BOG bank. Third, put forward the suggestion that we should attach importance to the construction of the project database. Fourth, put forward the choice of marketing strategy of BOG bank: fifth, put forward the suggestion of attaching importance to the development of new customers.
【学位授予单位】：西南财经大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：F832.2
【参考文献】
相关期刊论文 前1条
1 张艳莹;美国网络银行经营模式分析及其启示[J];现代财经-天津财经学院学报;2002年06期
，本文编号：2469942
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