LY银行郑州分行POS收单业务营销策略优化研究

发布时间：2018-04-16 08:08

本文选题：LY银行郑州分行 + POS业务　；参考：《郑州大学》2015年硕士论文

【摘要】：LY银行郑州分行自2009年成立以来,良好的业绩发展,优质的用户沉淀,使得其不再只是一家地区性的银行,而是向提供区域性功能的服务型银行发展。POS业务作为银行的主要营销业务之一,能够为银行积累大量的优质客户,为银行增加资金沉淀基础,能够为银行的快速发展提供有力保障。LY银行郑州分行也在不断加强对POS业务营销的重视程度。目前LY银行郑州分行POS营销的开展从2014年开始刚刚起步,所有的营销管理经验均来自总行在当地POS业务营销经验的推广,LY银行郑州分行POS业务营销系统相对年轻,在营销策略的实施和开展中暴露出一系列的问题,迫切的需要对POS业务营销策略需要有针对性的进行系统化的审视和优化。本文采用市场营销相关理论,对LY银行郑州分行POS收单业务的宏观环境进行政策、经济、社会、技术四方面的分析;对POS收单业务的行业环境从潜在进入者、现有企业之间的竞争、供应者的议价能力、买方的议价能力、替代品的威胁五个角度进行了阐述;对POS收单业务的微观环境组织构架,管理岗人员、外聘人员的管理方法进行了梳理。分析了现有的POS业务营销策略的现状,针对POS业务营销中的问题提出相应的POS业务营销的策略优化方案。还通过对POS营销策略的保障措施入手,从组织、制度、人员、技术四个方面提出相应的建议,确保优化后的营销策略能够合理、正确的实施。最后对全文作出总结与结论,说明了下一步研究的设想及对未来工作的期望。本文的特色就在于首次站在全局的角度对LY银行郑州分行开展的POS营销策略进行审视和分析,提出相应的优化方案与合理的实施保障措施,以期达到对LY银行郑州分行开展的POS营销策略优化的目的。本文的研究的主体对象及研究的主体内容均来自于作者在2014年9月15日至2015年1月15日在LY银行郑州分行的实习经历,受到实习时间等因素的影响,接触到针对性的案例及资料较少等限制,因此造成的本文分析和研究的深度不足,如有机会在将来接触相关的工作,将重点对本文的相关论点进行整理与补足。
[Abstract]:LY Bank Zhengzhou Branch since its establishment in 2009, good performance development, high-quality customer precipitation, so that it is no longer just a regional bank,As one of the main marketing businesses of banks, they can accumulate a large number of high quality customers for banks and increase the foundation of capital deposit for banks.It can provide strong guarantee for the rapid development of bank. LY Bank Zhengzhou Branch is also strengthening the importance of POS business marketing.At present, the development of POS marketing in Zhengzhou Branch of LY Bank has just started in 2014, and all marketing management experience comes from the promotion of POS business marketing experience of head office in local POS business. The POS business marketing system of Zhengzhou Branch of LY Bank is relatively young.In the implementation and development of marketing strategy, a series of problems are exposed. It is urgent to systematically examine and optimize the POS business marketing strategy.Based on the theory of marketing, this paper analyzes the macro environment of POS receiving business in Zhengzhou Branch of LY Bank in terms of policy, economy, society and technology, and analyzes the industry environment of POS receiving business from potential entrants.The competition among the existing enterprises, the bargaining power of the supplier, the bargaining power of the buyer and the threat of the substitute are expounded.The management method of external personnel has been combed out.This paper analyzes the present situation of POS business marketing strategy, and puts forward the corresponding optimization scheme of POS business marketing strategy in view of the problems in POS business marketing.Through the POS marketing strategy security measures, from the organization, system, personnel, technology four aspects of the corresponding suggestions to ensure that the optimized marketing strategy can be reasonable, correct implementation.Finally, the paper summarizes and concludes the future research ideas and expectations for future work.The characteristic of this paper is to examine and analyze the POS marketing strategy carried out by Zhengzhou Branch of LY Bank for the first time from the perspective of the overall situation, and put forward the corresponding optimization scheme and reasonable implementation safeguard measures.In order to achieve the POS marketing strategy optimization of LY Bank Zhengzhou Branch.The main object of this paper and the main content of the study are all from the author's internship experience in Zhengzhou Branch of LY Bank from September 15, 2014 to January 15, 2015, which is influenced by the internship time and other factors.Due to the limited exposure to specific cases and materials, the depth of analysis and research in this paper is insufficient. If there is an opportunity to contact the relevant work in the future, the emphasis will be put on the collation and complement of the relevant arguments in this paper.
【学位授予单位】：郑州大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F274;F832.2

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