Z银行JD支行对公业务营销策略改进的研究

发布时间：2018-01-12 17:08

本文关键词：Z银行JD支行对公业务营销策略改进的研究　出处：《广东财经大学》2017年硕士论文　论文类型：学位论文

更多相关文章： 对公业务 市场营销策略 CCDVPT模型

【摘要】：对公业务是商业银行最为基本的业务板块之一,对公业务的发展情况和拓展能力,是影响商业银行长远稳健发展和获利能力的重要因素。JD支行成立于1987年,作为Z银行11家经营性支行之一,统管辖区内3家网点,是一家涵盖个人金融业务、公司金融业务、国际结算业务的综合性服务支行。近年随着该地理区域的企业外迁,JD支行对公业务日渐下滑,而同业带来的竞争压力愈来愈大,迫使JD支行急需找到对公业务目前存在的问题,并对现存的市场营销战略进行调整和改进。本文以Kotler的CCDVPT营销理论模型为基础,根据JD支行的对公业务实际发展情况,基于银行的内外部环境对其的影响,提出了该支行拓展对公业务市场的营销策略,并提出了相关的配套保障措施。具体而言:文章首先介绍了JD银行的基本情况,以罗列图表的方式概述了银行对公业务营销的基本现状,总结了当前JD支行在拓展市场过程中存在的问题。基于这些问题,设计了该支行对公业务的CCDVPT营销策略。首先,根据科特勒的CCDVPT营销模型分析JD支行对公业务现状。然后,基于科特勒的CCDVPT营销模型,细分了银行的对公业务市场,确定了银行对公业务的目标市场和市场定位;从营销组织结构创新、产品研发与服务创新、价格服务创新三个方面设计了银行对公业务的创新服务策略;从广告宣传沟通、人员推销沟通、公共关系促销沟通三个方面设计了银行对公业务的沟通服务策略;从价值传递的营业网点渠道、基于客户经理的价值传递、价值传递的电子银行渠道三个方面设计了银行对公业务的价值传递策略;在此基础上,对银行对公业务营销策略的实施效果进行了简要分析。在制定了银行对公业务营销策略之后,提出了过程中应有的保障措施,主要包括人力资源方面的保障、信息系统方面的保障、风险控制方面的保障和企业文化方面的保障。
[Abstract]:Public business is one of the most basic business sectors of commercial banks, the development of public business and the ability to expand. JD Branch was established in 1987 as one of the 11 operating branches of Z Bank and managed 3 branches in the jurisdiction. Is a comprehensive service branch covering personal financial business, corporate financial business and international settlement business. In recent years, with the relocation of enterprises in this geographical region, JD branch business is declining day by day. And the competition pressure brought by the same industry is increasing, forcing JD branch to find the existing problems of the public business urgently. And the existing marketing strategy to adjust and improve. Based on Kotler's CCDVPT marketing theory model, according to the JD branch of the actual development of public business. Based on the influence of the internal and external environment of the bank, this paper puts forward the marketing strategy of the branch to expand the public business market. And put forward the relevant supporting safeguards. Specifically: the article first introduced the basic situation of JD Bank, and summarized the basic status of the bank's marketing to the public business in the form of a list of charts. Summarized the current JD branch in the process of expanding the market problems. Based on these problems, designed the branch to the public business CCDVPT marketing strategy. First of all. According to Kotler's CCDVPT marketing model, this paper analyzes the current situation of JD branch's public business. Then, based on Kotler's CCDVPT marketing model, it subdivides the bank's public service market. The target market and market position of the bank to the public business are determined. The innovative service strategy of bank to public business is designed from three aspects: marketing organization structure innovation, product research and development and service innovation, price service innovation. The communication service strategy of bank to public business is designed from three aspects: advertising communication, personnel marketing communication and public relations promotion communication. This paper designs the value transfer strategy of the bank to the public business from three aspects: the value transfer of the customer manager and the electronic banking channel of the value transmission. On this basis, the paper briefly analyzes the effect of the bank's marketing strategy to the public business. After formulating the marketing strategy of the bank's public business, the paper puts forward the necessary safeguard measures in the process. It mainly includes human resources, information system, risk control and corporate culture.
【学位授予单位】：广东财经大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F832.2;F274

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