浦发银行公司金融产品在宁夏推广策略研究

发布时间：2018-05-26 16:36

本文选题：股份制商业银行 + 金融产品　；参考：《宁夏大学》2017年硕士论文

【摘要】：商业银行对促进经济发展起到了重要的作用,具有经营货币商品、经营风险等特殊的职能,市场营销则是整个过程中重要环节,是实现利润的重要途径,起到非常重要的作用:(1)提高银行金融产品和服务质量;(2)拓宽市场类型、挖掘客户;(3)提高市场占有率、增强市场竞争力。当前,宁夏回族自治区内金融市场竞争趋于白热化,资金成本明显降低,区内金融机构分为国开行、农发行等政策性银行,中、农、工、建、交等大型国有商业银行,招商银行、中信银行、光大银行、华夏银行、民生等股份制银行,宁夏银行、黄河农村商业银行、石嘴山银行等地方商业银行,沙湖村镇银行、吴忠滨河银行等村镇银行,兴业银行等即将强势入驻银川,目前大型股份制银行基本上均已在银川市设立,各类村镇银行也如雨后春笋般竞相成立,宁夏金融机构日益增多,金融产品繁杂,如何在市场上立足成为各家银行战略定位的重要问题,保持自家的特色、形成独特的产品优势、设定具体的客户定位等因素是各家银行立业需要亟待解决的问题。2014年,宁夏回族自治区与上海浦东发展银行达成战略协议,浦发银行正式入驻银川,经历了近三年的发展,将浦发银行特色、优势的金融产品强势推向银川市场,落地生花。论文以浦发银行的公司金融产品为基础,运用4Ps、4Cs以及4Rs营销组合理论、SWOT分析法等,结合宁夏地区经济、市场环境,特别是力在探讨浦发银行公司金融产品在宁夏进行市场推广的合理、有效策略,力求能为我区企业寻求有效的融资、融智方法,创赢企业未来。
[Abstract]:Commercial banks play an important role in promoting economic development. They have special functions such as managing money commodities and operating risks. Marketing is an important link in the whole process and an important way to realize profits. It plays a very important role in improving the quality of bank financial products and services. At present, the financial market competition in the Ningxia Hui Autonomous region tends to become white-hot, and the capital cost is obviously reduced. The financial institutions in the region are divided into policy banks such as the China Development Bank, Agricultural Development Bank and Agricultural Development Bank, and large state-owned commercial banks, such as medium, agricultural, industrial, construction and delivery banks. China Merchants Bank, CITIC Bank, Everbright Bank, Huaxia Bank, Minsheng and other joint-stock banks, Ningxia Bank, Yellow River Rural Commercial Bank, Shizuishan Bank and other local commercial banks, Shahu Village Bank, Wu Zhong Binhe Bank and other village banks, Societe Generale Bank and so on will soon be in Yinchuan. At present, large joint-stock banks have basically been set up in Yinchuan City. All kinds of village and town banks have been set up like bamboo shoots after a spring rain. Ningxia's financial institutions are increasing day by day and financial products are complicated. How to establish a foothold in the market has become an important issue for each bank to position strategically, to maintain its own characteristics, to form a unique product advantage, and to set up specific customer positioning are the problems that need to be solved urgently for each bank to establish its business in 2014. Ningxia Hui Autonomous region and Shanghai Pudong Development Bank reached a strategic agreement, the Shanghai Pudong Development Bank formally entered Yinchuan, experienced nearly three years of development, the characteristics of Pudong Development Bank, the advantages of financial products to the Yinchuan market, landing flowers. Based on the financial products of Pudong Development Bank, this paper applies 4PsS4Cs and 4Rs marketing combination theory to analyze the economic and market environment of Ningxia. In particular, we are discussing the rational and effective strategies for the financial products of Pudong Development Bank to be popularized in Ningxia, in order to seek effective financing and financing for the enterprises in our region, and to create the future of the enterprises.
【学位授予单位】：宁夏大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F832.33

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