徽商银行市场营销战略研究

发布时间：2018-05-22 08:42

本文选题：城市商业银行 + 徽商银行　；参考：《安徽大学》2015年硕士论文

【摘要】：近年来,受全球经济增速放缓影响,我国宏观经济也增长趋缓,过去高增长时代即将结束,利率市场化改革进程加快,银行业传统经营模式面临挑战；金融脱媒持续冲击传统业务,间接融资占比明显下降,直接融资市场发展迅速；企业的利润空间受到挤压削弱了还本付息能力,银行业面临资产质量下滑的风险,同时银行间竞争更加激烈,这些对于资金实力偏弱、规模较小的城市商业银行而言,是更加严峻的挑战。面对如此激烈的竞争和复杂多变的经营环境,为求得生存和持续发展,城市商业银行必须加强市场营销战略的研究和制定,根据内外环境、客户及竞争对手的状况,在正确研判自我状态的前提下不断进行营销战略创新并有效实施,才能使自已在激烈的同业竞争中立于不败之地。基于以上现实背景,以所在工作单位徽商银行(以下简称徽行或该行)为例,对徽商银行的市场营销战略制定及营销战略管理进行了一些研究和探讨。研究首先回顾了市场营销的基础理论和重要内容；然后借助市场营销的“PEST工具”和“SWOT分析法”分析了影响徽商银行营销战略制定的各种因素,包括该行目前所处宏观环境、微观环境及其自我状态；再后结合徽商银行的产品、客户情况进行了市场细分、目标市场选择和市场定位分析,并根据徽商银行的自身资源条件和竞争优势,提出了成本领先和差异化相结合的市场营销战略；其后借助市场营销组合策略“4Ps”这一核心营销战术,以产品、价格、渠道、促销四个策略的灵活有效组合为手段来实施市场营销战略；最后从加强营销战略管理的角度,明确了需要通过营销理念转变、内部管理改进、人力资源支持和企业文化支持四方面来促进该行营销战略的实施和保障。本文的研究以理论为指导,结合工作实际,借助市场营销战略管理的理论工具,分析了徽商银行市场营销的内外部环境,针对其市场营销现状和问题,提出了针对性和可操作性较强的优化方案及实施与保障措施。徽商银行自成立十年来,实现了跨区域发展和上市经营等过程,其发展历程在我国城市商业银行中具有一定的代表性。所以本文的研究成果不仅对徽商银行的市场营销工作起到积极作用,对于其他城市商业银行的市场营销实践也将会有一定的参考价值。
[Abstract]:In recent years , the growth of the global economy has slowed down , the macro - economy of our country has grown slowly , the past high growth period is about to end , the interest rate marketization reform process is accelerated , the banking tradition business model faces the challenge ;
The direct financing market is developing rapidly , with the continuous impact on traditional business , indirect financing ratio and direct financing market .
The profit space of the enterprise is squeezed to weaken the debt service ability , the banking industry faces the risk of the decline of the asset quality , and meanwhile , the competition among the banks is fiercer . In the face of the fierce competition and the complex and changeable operating environment , the urban commercial bank must strengthen the research and development of the marketing strategy . In the light of the above realistic background , the marketing strategy formulation and the marketing strategy management of the bank of Huizhou Merchants Bank are studied and discussed .
Then , by means of the " PEST tool " and " SWOT analysis " of marketing , various factors that affect the development of the marketing strategy of the bank are analyzed , including the macro - environment , micro - environment and self - state of the bank .
Then , combining the product of Huizhou Merchants Bank , the customer situation carries out market subdivision , target market selection and market positioning analysis , and puts forward the marketing strategy combining cost leading and differentiation according to the resource condition and competitive advantage of Huizhou Merchants Bank ;
Afterwards , the marketing strategy is implemented by means of the marketing combination strategy " 4Ps " , which is a flexible and effective combination of product , price , channel and promotion .
Finally , from the angle of strengthening the management of marketing strategy , it is clear that it needs to promote the implementation and guarantee of the marketing strategy through the transformation of marketing idea , internal management improvement , human resource support and enterprise culture support .
【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】：F832.33;F274

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