鞍山银行大客户营销策略研究

发布时间：2018-01-03 14:00

本文关键词：鞍山银行大客户营销策略研究　出处：《辽宁科技大学》2015年硕士论文　论文类型：学位论文

【摘要】：鞍山银行股份有限公司已完成股改,进入了股份公司新时期。在商业银行竞争日趋激烈的形势下,为适应全行改革发展战略要求,有效提高大客户业务竞争能力,鞍山银行在对优势行业重点大客户高价值认识的前提下,成立财富中心,要求全行树立全新的客户观,按照高起点谋划、高标准定位、高质量推进的要求评判客户、选择客户、营销客户,不断提升在优势行业客户金融服务领域中的市场竞争力、风险控制力和价值创造力,稳步推进大客户业务经营发展,为打造鞍山银行核心竞争力奠定良好的基础。基于这样一个大的背景下,笔者对鞍山银行大客户业务进行了较深入的调查研究。本论题旨在全面分析当前内外部环境,研究鞍山银行大客户业务经营发展的现状及存在的问题,提出促进鞍山银行大客户业务经营科学发展的策略,以达到全面提升大客户业务竞争能力,提高大客户对鞍山银行价值贡献度的目的。同时,研究本论题对鞍山银行更好的服务于地方经济建设,响应国家政策,履行社会责任具有重要而积极的意义。本文首先阐述了大客户业务涉及的相关理论,然后运用SWOT模型分析方法,分析鞍山银行大客户业务的内外部经营环境,最后结合鞍山银行的实际情况,揭示其大客户业务的经营现状,面对的机遇与挑战以及存在的问题。最后,基于4PS理论从产品、价格、服务、渠道等方面提出鞍山银行大客户营销策略。
[Abstract]:The Bank of Anshan, Limited by Share Ltd has completed the share reform, the company entered the new period. Commercial banks in an increasingly competitive situation, in order to adapt to the reform of the bank development strategy, improve business competitive ability, the Bank of Anshan on the basis of the advantages of the industry focus on customer value high recognition under the establishment of the center of wealth, all for customers to set up the new concept of planning, in accordance with the high starting point, high standard, high quality evaluation selection requirements of customers, promote the customer marketing, customers, and constantly improve the field of clients in the financial services industry in advantage of market competitiveness, risk control and value creation, and steadily promote the development of business customers, to lay a good foundation for to build the core competitiveness of the Bank of Anshan. Based on this background, the author carried out in-depth investigation and Study on customer business. The Bank of Anshan In the comprehensive analysis of the current situation of internal and external environment, large customer business development of the Bank of Anshan and the existing problems, put forward to promote the Bank of Anshan business management scientific development strategy, enhance the business competitive ability to achieve, improve customer value contribution degree of the Bank of Anshan. At the same time, the research of this topic the Bank of Anshan to better serve the local economic construction, in response to national policy, it is important and meaningful to fulfill their social responsibilities. This paper firstly explains the related theories of customer business involved, then using the SWOT model analysis method, analysis of Business Bank of Anshan's internal and external business environment, based on the actual situation of the Bank of Anshan. The operating status of large business customers, opportunities and challenges and problems. Finally, based on the 4PS theory from the product, price, service The marketing strategy of the large customers of Anshan bank is put forward in the aspects of affairs, channels and so on.

【学位授予单位】：辽宁科技大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F274;F832.33

【相似文献】