综合经营下商业银行营销协同实证研究

发布时间：2018-04-24 21:46

本文选题：商业银行 + 综合经营　；参考：《哈尔滨商业大学学报(社会科学版)》2017年06期

【摘要】：商业银行开展综合经营既为其集团母子公司间和子公司间开展营销协同提供了条件,又影响着其营销协同水平的高低。商业银行的综合经营水平可用其规模、能力和文化三个维度进行衡量,营销协同水平可用营销资源协同和营销管理协同两个维度进行衡量。实证研究表明:商业银行总体营销协同水平与其综合经营水平显著正相关,若综合经营的规模越大、能力越强、文化越好,则越有利于提高总体营销协同水平;营销资源协同水平与综合经营的规模显著正相关,若其规模越大,则越有利于提高营销资源协同水平;营销管理协同水平与综合经营的能力与文化显著正相关,若其能力越强、文化越好,则越有利于提高营销管理协同水平。同时,提出构建以母公司为主导的"全要素、深融合"的营销协同模式供参考和借鉴。
[Abstract]:The comprehensive management of commercial banks not only provides the conditions for marketing coordination between parent and subsidiary companies, but also affects the level of marketing coordination. The comprehensive management level of commercial banks can be measured by its dimensions of scale, ability and culture, and the level of marketing synergy can be measured by two dimensions: marketing resources coordination and marketing management coordination. The empirical study shows that the overall marketing synergy level of commercial banks is significantly positively correlated with its comprehensive management level. If the scale of comprehensive management is larger, the ability is stronger, and the culture is better, the overall marketing synergy level will be improved. The level of coordination of marketing resources is positively correlated with the scale of comprehensive management, and if the scale is larger, the level of coordination of marketing resources is more conducive to improving the level of coordination of marketing resources, and the level of coordination of marketing management and the ability of comprehensive management are significantly positively correlated with the level of culture, if the ability is stronger, The better the culture, the more conducive to improving the level of synergy in marketing management. At the same time, the paper puts forward the marketing coordination mode which is dominated by the parent company, which is "all factors, deep integration" for reference and reference.
【作者单位】：福建商学院营销物流系;
【基金】：教育部人文社科研究项目青年基金项目(14YJC630224) 福建省中青年教师教育科研项目(JAS14416);福建省中青年教师教育科研项目“金融集团的综合经营营销协同与营销绩效研究(JAS160663)
【分类号】：F274;F832.33

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