沈阳民生银行社区银行项目营销策略研究

发布时间：2018-04-26 16:28

本文选题：社区银行 + 沈阳分行　；参考：《大连理工大学》2015年硕士论文

【摘要】：随着互联网技术的发展,银行网点的媒介作用正在减弱,零售银行业务正在成为银行日趋主营的业务之一。为了顺利开展零售业务,各大商业银行纷纷开始关注社区银行项目,希望通过社区银行带动企业的营销策略转型。现阶段,国内开展社区银行业务存在忽冷忽热的现象,有的已经开始介入,有的却持观望态度。虽然越来越多的银行正在加入社区银行建设的行列中,但是关于社区银行发展的模式仍处于探索的阶段。面对来势汹汹的大电子互联时代,民生银行沈阳分行如何把握住趋势,如何研究创新模式、开发新技术来拓展社区银行项目,直接关系到刚刚入驻沈城的民生银行在当前金融环境下的生存状况。本文将从社区银行的定义、定位、发展模式入手,结合目前民生银行沈阳分行的宏观环境、行业环境、内部发展环境等,综合分析沈阳分行社区银行项目建设的优势和劣势,以及对在沈城的推广过程中可能遇到的困难和问题提前做出分析,从而制定出符合沈阳分行特色的社区银行建设发展策略。在文中,运用传统的SWOT及STP分析法,得出适合沈阳地区发展的社区银行发展策略。最后根据分析法得出策略实施具体方案以及实施后的保障措施,更进一步促进沈阳民生银行零售业务的全面发展,成功开通“社区银行”的策略布局。本文所得出的策略目标及策略方案将对建设沈城未来的社区银行提出相关想法与建议,以供参考。
[Abstract]:With the development of Internet technology, the media function of bank network is weakening, and retail banking is becoming one of the main business of banks. In order to carry out the retail business smoothly, the major commercial banks begin to pay attention to the community bank project one after another, hoping to drive the marketing strategy transformation of the enterprise through the community bank. At this stage, there is a phenomenon of community banking in China, some have begun to intervene, some have wait-and-see attitude. Although more and more banks are joining in the construction of community banks, the development model of community banks is still in the exploratory stage. In the face of the fierce era of large electronic interconnection, how to grasp the trend, how to study the innovation model, how to develop new technology to expand community banking projects, how to grasp the trend of Minsheng Bank Shenyang Branch, It is directly related to the living condition of Minsheng Bank in Shenyang. Starting with the definition, orientation and development model of community bank, combined with the macro environment, industry environment and internal development environment of Shenyang Branch of Minsheng Bank, this paper comprehensively analyzes the advantages and disadvantages of the construction of community bank project in Shenyang Branch. The difficulties and problems that may be encountered in the process of promotion in Shenyang are analyzed in advance, and the construction and development strategies of community banks in accordance with the characteristics of Shenyang Branch are worked out. In this paper, the traditional SWOT and STP analysis methods are used to obtain the development strategies of community banks suitable for the development of Shenyang area. Finally, according to the analysis method, the concrete scheme of implementing the strategy and the safeguard measures after the implementation are obtained, which further promotes the overall development of the retail business of Shenyang Minsheng Bank, and successfully opens the strategic layout of "Community Bank". The strategic goal and the strategic plan obtained in this paper will put forward the relevant ideas and suggestions for the construction of the community bank in the future of Shen Cheng for reference.
【学位授予单位】：大连理工大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F832.33;F274

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