中国工商银行昌吉州分行公司业务市场营销策略研究

发布时间：2018-07-20 14:57

【摘要】：做为中国最大的国有商业银行中国工商银行的分支机构,中国工商银行昌吉州分行的基本任务是在遵守国家的法律、法规的基础上,通过开展各种融资活动筹集社会资金,同时加强信贷资金管理,为本地区经济建设服务,支持企业融资需求。做为企业,盈利能力是衡量其综合实力的重要指标,公司业务一直是中国工商银行的主要利润来源,然而,已有金融产品的相似性,金融服务的特殊性,造成工商银行昌吉州分行很难简单依靠现有的金融产品及营销策略取得同业优势。伴随着金融市场化脚步的加快,工商银行昌吉州分行公司业务的市场营销环境已发生了很大变化,现行的市场营销策略已不再适应形势的发展。基于此种原因,本文通过分析中国工商银行昌吉州分行公司业务在市场营销过程中存在的问题,利用SWOT分析法,对工商银行昌吉州分行在当地公司业务营销过程中的优势、劣势、机会、威胁进行研究,找出其中存在的问题,并根据昌吉州分行自身的特点,扬长避短,提出适合工商银行在本地区长期发展的营销目标及营销策略。本文对工商银行昌吉州分行内外部环境及营销策略进行研究分析,针对分析中存在的问题提出合理可行的解决办法,优化并升级客户结构及业务结构,对昌吉州分行今后的长远发展具有重要意义。
[Abstract]:As the branch of the Industrial and Commercial Bank of China, China's largest state-owned commercial bank, the basic task of the ICBC Changjizhou Branch is to raise social funds through various financing activities on the basis of complying with the laws and regulations of the state. At the same time, strengthen the management of credit funds, for the region's economic construction, to support the financing needs of enterprises. As an enterprise, profitability is an important index to measure its comprehensive strength. Corporate business has been the main profit source of ICBC. However, the similarity of financial products and the particularity of financial services exist. It is difficult for ICBC Changji Branch to rely on existing financial products and marketing strategies to gain the advantage of the same industry. With the accelerated pace of financial marketization, the marketing environment of ICBC Changji Branch Company has changed greatly, and the current marketing strategy has no longer adapted to the development of the situation. Based on this reason, this paper analyzes the problems existing in the marketing process of ICBC Changjizhou Branch Company, and makes use of SWOT analysis method to analyze the advantages of ICBC Changjizhou Branch in the local business marketing process. The disadvantages, opportunities and threats are studied to find out the existing problems, and according to the characteristics of Changji Branch, the author puts forward the marketing target and marketing strategy suitable for the long-term development of ICBC in this area. This paper studies and analyzes the internal and external environment and marketing strategy of Changji Branch of ICBC, and puts forward reasonable and feasible solutions to the problems existing in the analysis, and optimizes and upgrades the customer structure and business structure. Changji branch of the future long-term development has important significance.
【学位授予单位】：新疆大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F832.33;F274

【相似文献】