ZCX资讯科技公司金融信息服务营销战略研究

发布时间：2018-06-26 00:56

本文选题：金融信息服务行业 + 营销战略　；参考：《内蒙古大学》2015年硕士论文

【摘要】：目前全球金融信息服务市场规模已经达到300亿美元,后续随着金融业的发展,该行业的客户市场规模会进一步扩大。而在中国金融行业的发展中,又以债券为主的固定收益类在金融业发展最为迅猛,ZCX资讯科技公司依托集团公司在中国信用评级领域的领导地位和品牌形象,以精准及时的数据信息、科学的分析工具、有效的解决方案和优质的服务,充分调动集团公司在金融领域及相关领域长期积累的合作伙伴的资源,推动中国金融信息服务行业的发展。为金融机构提供及时、全面的金融信息服务。但是在公司发展过程中,由于公司营销战略定位模糊,业务边界不清晰,公司急于盈利,部分金融服务业门槛低的原因,造成公司涉足产品及服务繁多、客户庞杂、营销人员管理混乱、品牌优势消耗等营销问题。本文通过对ZCX资讯科技公司现有状况的分析及目标客户的细分,引入营销系统重建策略。通过使用重新定位营销战略,并选择合适的营销策略来对金融信息服务营销系统进行重建。本文内容分为七个部分,第一章绪论介绍研究的背景、意义、内容、方法、思路及相关理论概述。第二章进行ZCX资讯科技公司的宏观环境及金融信息服务营销模式分析。第三章进行行业竞争强度和市场吸引力的五力模型分析。第四章进行ZCX资讯科技公司SWOT分析。第五章通过建立营销规划、组织和执行、控制、信息系统对ZCX资讯科技公司营销战略及策略的调整。第六章得出研究的结论并进行展望。
[Abstract]:The global financial information services market now stands at $30 billion and will expand further as the financial sector develops. In the development of China's financial industry, the fixed-income category, which is dominated by bonds, has developed most rapidly in the financial industry. ZCX Information Technology Company relies on the leading position and brand image of the Group Company in the field of credit rating in China. With accurate and timely data information, scientific analysis tools, effective solutions and quality services, fully mobilize the group company in the financial and related areas in the long-term accumulation of partner resources, Promote the development of China's financial information service industry. Provide timely and comprehensive financial information services to financial institutions. However, in the course of the development of the company, due to the ambiguity of the company's marketing strategy, unclear business boundaries, the company's eagerness to make profits, and the low threshold of some financial services, the company is involved in a wide range of products and services, and its customers are numerous and complicated. Marketing personnel management confusion, brand advantage consumption and other marketing issues. Based on the analysis of ZCX information technology company's current situation and the segmentation of its target customers, this paper introduces the strategy of marketing system reconstruction. By repositioning the marketing strategy and choosing the appropriate marketing strategy to rebuild the financial information service marketing system. This paper is divided into seven parts. The first chapter introduces the background, significance, content, methods, ideas and related theories of the research. Chapter two analyzes the macro environment and financial information service marketing model of ZCX Information Technology Company. Chapter three analyzes the five-force model of industry competition intensity and market attraction. The fourth chapter carries on the ZCX information technology company SWOT analysis. Chapter 5 adjusts the marketing strategy and strategy of ZCX Information Technology Company by establishing marketing planning, organizing and executing, controlling and information system. The sixth chapter draws the conclusion of the study and carries on the prospect.
【学位授予单位】：内蒙古大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F832.39;F274

【参考文献】