K公司金融业务流程外包市场营销研究

发布时间：2018-04-09 00:09

本文选题：金融企业　切入点：BPO　出处：《安徽大学》2015年硕士论文

【摘要】：随着经济全球化的加速,越来越大的经营压力使得金融机构不断精细化分工,而现代化技术的快速发展,支撑着金融机构将其非核心业务剥离开来,运用投入较少的信息技术设备,来最大限度节约运营成本、提高效益,金融服务外包产业迅速发展起来。K公司(简称“K”)是目前国内从事金融服务外包的主要企业之一,.在国内金融服务外包行业知名度颇高,市场份额在国内占据领先地位。但是在近年来由于K公司总体战略由市场导向转为利润为导向,公司的金融业务流程外包市场表现疲软,经常面临涨价失败、新项目难以中标等情况,不论是在原有市场还是新兴市场方面,均表现出竞争力下降的趋势,因此,K公司迫切迫切需要找出适合公司发展的市场策略。本文以K公司安徽区域市场为研究对象,分析提出K在安徽区域遇到的问题,结合K公司在安徽区域所面临的宏观环境、行业环境、顾客需求以及竞争对手的情况,运用交易成本理论、现代营销管理理论、核心竞争力理论等加以分析,分别从产品、价格、渠道和促销方面探讨,制定出符合K公司在安徽区域发展的营销策略。本文通过分析研究提出K公司在产品方面实现专业人才引进、提高产品的核心竞争力、建设服务产品标准化流程、给予实施部门更多的业务培训支持；价格方面发挥出规模优势降低管理成本、进行项目优化削减冗余人员、实行区域平均利润率政策,允许个别项目利润率达不到公司要求；渠道方面重视已有合作的机构的客户关系,以老带新、广开渠道,关注农商行、农信社、保险机构、证券机构、信托公司等；促销方面提升服务重量,提供增值服务；开展“全员营销”战略。本文的创新之处在于选取K公司做为研究对象,分析其在安徽区域市场影响其占有市场的各种因素,从产品、价格、渠道、促销等方面制定出适合公司发展的策略,为K公司在安徽区域的金融业务流程外包业务的开展提供指明方向。
[Abstract]:With the acceleration of economic globalization, more and more operating pressure makes financial institutions continue to refine the division of labor, and the rapid development of modern technology supports financial institutions to separate their non-core business.Using the information technology equipment with less investment to save the operation cost and improve the benefit, the financial service outsourcing industry develops rapidly. K Company ("K") is one of the main enterprises engaged in the financial service outsourcing at present in our country.In the domestic financial services outsourcing industry reputation is quite high, market share occupies the leading position in the country.However, in recent years, due to the shift of the overall strategy of K Company from market-oriented to profit-oriented, the company's financial business process outsourcing market has been weak, often facing price rises and failure, new projects are difficult to win bids, and so on.Both in the original market and in the emerging market, there is a declining trend of competitiveness. Therefore, the company urgently needs to find out the market strategy suitable for the development of the company.This paper takes the Anhui regional market of K Company as the research object, analyzes and puts forward the problems that K meets in Anhui region, and combines the macro environment, industry environment, customer demand and the situation of the competitors in the Anhui region of K Company.Based on the analysis of transaction cost theory, modern marketing management theory and core competence theory, this paper discusses the products, prices, channels and sales promotion, and formulates the marketing strategies in line with the regional development of K Company in Anhui Province.Through analysis and research, this paper puts forward that K company can bring in professional talents in product, improve the core competitiveness of products, build standardization process of service products, and give more business training support to the implementing department.In the aspect of price, the advantages of scale are brought into play to reduce the cost of management, the project optimization and the reduction of redundant personnel are carried out, the policy of regional average profit margin is implemented, and the profit margin of individual projects is allowed to fall short of theIn the aspect of channels, we attach importance to the customer relationship of the existing cooperative organizations, open up new and old channels, pay attention to the agribusiness firms, rural credit cooperatives, insurance institutions, securities institutions, trust companies, etc.Carry out the strategy of "full marketing".The innovation of this paper is to select K Company as the research object, analyze the various factors that affect the market possession of K Company in Anhui regional market, and formulate a suitable strategy for the development of the company from the aspects of product, price, channel, promotion and so on.For K company in Anhui financial business process outsourcing business development direction.
【学位授予单位】：安徽大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F832.39;F274

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