Z银行南京分行国际业务营销策略研究

发布时间：2018-06-27 01:36

本文选题：Z银行 + 国际业务　；参考：《南京农业大学》2015年硕士论文

【摘要】：伴随着近年来我国经济的高速增长,我国的对外进出口贸易额也保持稳步增长的局面。国际贸易的繁荣景象,促进各家商业银行国际业务的不断发展。对各家商业银行来说,在国内市场增长乏力的情况下,巨大的国际业务资源迫使其把自身的国际业务发展提高到新的战略高度,也加剧了各家商业银行在国际业务领域的竞争。虽然Z银行南京分行的国际业务目前仍能保持股份制商业银行市场份额第一、所有银行中市场份额第三的地位,但与中国银行和中国工商银行等传统国有银行在国际业务上差距仍较大,同时随着同业其他银行越来越重视国际业务,带来了巨大的竞争压力。本文通过对Z银行南京分行国际业务自身的经营现状及面临的问题,指出在营销过程中,Z银行南京分行国际业务主要存在营销理念滞后、营销方式单一、客户结构不尽合理、人才队伍配置不到位等诸多问题,针对这些问题,结合外部经营环境分析及SWOT分析,提出了从产品、价格、渠道、促销四个要素分别对营销策略进行优化,以解决Z银行南京分行国际业务营销策略中存在的问题,制定符合自身发展及市场规律的国际业务的市场营销策略,最后从人才资源、考核机制、内部控制、信息技术四个方面提出了发展战略实施的保障措施,在异常残酷的的竞争环境下赢得客户信任和市场份额。本文针对Z银行南京分行国际业务目前经营现状的分析研究,提出优化营销策略的建议,目的是让Z银行南京分行根据自身业务特点,提升经营管理水平,努力捍卫在南京地区国际业务市场领先的地位。同时,由于我国其他商业银行大多存在共性,面临相同的营销现状,本文的营销策略对其他商业银行具有一定的借鉴意义。
[Abstract]:With the rapid economic growth in recent years, China's import and export trade volume has maintained a steady growth. The prosperity of international trade promotes the development of international business of commercial banks. For commercial banks, under the condition of weak growth in domestic market, huge international business resources force them to develop their own international business to a new strategic height, which also intensifies the competition of commercial banks in the field of international business. Although the international business of Z Bank Nanjing Branch is still able to maintain the first market share of joint-stock commercial banks and the third market share of all banks, However, there is still a big gap with the traditional state-owned banks such as Bank of China and Industrial and Commercial Bank of China in international business. At the same time, as other banks in the same industry pay more and more attention to international business, it brings great competitive pressure. This paper points out that the international business of Z Bank Nanjing Branch is lagged behind in marketing process, the marketing mode is single, and the customer structure is not reasonable through the analysis of the current situation and problems of the international business of Z Bank Nanjing Branch, and points out that the international business of Z Bank Nanjing Branch is lagging behind in the marketing process. In view of these problems, combined with the analysis of external business environment and SWOT analysis, this paper puts forward the optimization of marketing strategy from four factors: product, price, channel and promotion. In order to solve the problems existing in the international business marketing strategy of Nanjing Branch of Z Bank, to formulate the marketing strategy of international business in accordance with its own development and market law, finally from the talent resources, assessment mechanism, internal control, Four aspects of information technology put forward the development strategy implementation of security measures to win customer trust and market share in an extremely cruel competitive environment. Based on the analysis and study of the current operating situation of the international business of Z Bank Nanjing Branch, this paper puts forward some suggestions for optimizing the marketing strategy, in order to let Z Bank Nanjing Branch improve the management level according to its own business characteristics. Strive to safeguard the Nanjing area in the international business market leading position. At the same time, because most of the other commercial banks in our country have the same marketing status, the marketing strategy of this paper has some reference significance for other commercial banks.
【学位授予单位】：南京农业大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F832.33;F274

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