中信银行南昌分行零售业务营销策略研究

发布时间：2018-01-17 23:04

本文关键词：中信银行南昌分行零售业务营销策略研究　出处：《江西财经大学》2015年硕士论文　论文类型：学位论文

【摘要】：随着中国加入WTO组织和经济的不断发展、人民收入水平的不断提升、我国经济政策不断调整和完善,银行业正处在一个快速发展的时代。零售业务由于其利润率较高,所面临的风险较低,以及其远大的发展前景,如今已经成为各大商业银行发展的重点和关键。尽管商业银行零售业务发展迅猛,但整体依旧处于起步阶段,在发展过程中存在许多问题。而随着银行业深化改革不断推进,如何发展好银行零售业务,成为整个银行业研究的重点。目前江西境内已有近20家商业银行,由此可见银行间的竞争愈演愈烈,零售业务更是如此。中信银行南昌分行作为南昌市的新建支行,入驻江西仅有7年时间,作为市场竞争的后入者,在新形势下,如何顺应改革潮流,如何提升零售业务水平是中信银行南昌分行所面对的一个重要问题,同时也是本文研究的重点。本文分五个部分对中信银行南昌分行零售业务的发展及其营销策略进行了研究。第一部分为绪论,阐述本文研究的背景与意义、国内外研究现状以及研究内容与思路等等。第二部分为论文的理论支撑,通过零售业务营销的4P理论分析和波特五力模型分析法、4C理论对中信银行南昌分行零售业务的发展策略进行分析。第三部分为中信银行南昌分行零售业务营销的内部环境分析。从南昌分行零售业务现状到分析营销过程中存在的问题,并提出了销售化网点转型的背景分析,网点转型中遇到的困难和危机,和网点转型对南昌分行零售业务发展发挥的作用。第四部分为中信银行南昌分行零售业务营销的外部环境分析,主要是从宏观环境分析和微观环境分析两个方面进行分析。第五部分通过产品营销的四种策略对中信银行零售业务的发展进行了建议分析。最后为文章的结论。
[Abstract]:With China's entry into the WTO and the continuous development of the economy, the level of people's income continues to improve, China's economic policy is constantly adjusted and improved. The banking industry is in an era of rapid development. Because of its high profit margins, retail business faces lower risks and has a bright future. Nowadays, it has become the focus and key to the development of commercial banks. Although the retail business of commercial banks is developing rapidly, the whole business is still in its infancy. There are many problems in the process of development. However, with the deepening of banking reform, how to develop the banking retail business has become the focus of the whole banking research. At present, there are nearly 20 commercial banks in Jiangxi Province. It can be seen that the competition between banks intensified, retail business is even more so. As a new branch of Nanchang City, Citic Bank Nanchang Branch has been in Jiangxi for only 7 years, as the latter entrant of market competition. In the new situation, how to comply with the trend of reform, how to improve the level of retail business is an important issue facing the Nanchang Branch of CITIC Bank. At the same time, it is also the focus of this paper. This paper is divided into five parts to study the development of retail business and its marketing strategy of Nanchang Branch of CITIC Bank. The first part is the introduction, which describes the background and significance of this study. The second part is the theoretical support of the paper, through the 4p theoretical analysis of retail business marketing and Porter's five-force model analysis. 4C theory analyzes the development strategy of retail business of Nanchang branch of CITIC bank. The third part is the internal environment analysis of retail business marketing of Nanchang branch of CITIC bank. From the present situation of retail business of Nanchang branch to the analysis of marketing. Problems in the process. And put forward the marketing network transformation background analysis, network transformation encountered difficulties and crises. 4th part is the external environment analysis of retail business marketing of Nanchang Branch of CITIC Bank. The 5th part analyzes the development of retail business of CITIC Bank through four strategies of product marketing. Finally, the conclusion of the article is given.
【学位授予单位】：江西财经大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F274;F832.2

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