宁夏农行现金管理业务营销研究

发布时间：2018-11-04 15:38

【摘要】：随着金融改革的不断深化,银行现金管理业务的重要性突显。不断加快的利率市场化、金融脱媒进程,促使各大银行的传统存贷差的利润来源日益收紧,扩大中间业务收入来源成为大势所趋。现金管理业务作为银行中间业务收入的来源之一,作为银行与企业紧密联系的纽带,它的业务特点决定了它将成为未来各家银行间竞争的焦点,现金管理业务的作用显得越来越重要。面对日趋激烈的竞争环境,宁夏农行需要适宜的现金管理业务营销方面的对策,以提高宁夏农行区别于他行的核心竞争力,这项研究具有重要的实践意义。基于以上背景,本人深入宁夏农行辖属支行和现金管理企业客户,采用调研考察和调查问卷的方法,收集到第一手资料,通过归纳整理,对资料进行定量分析与定性分析,以营销理论、现金管理等理论为基础,结合宁夏农行现状,对现金管理业务营销存在的问题及成因进行分析,进行策略筛选,选出适合宁夏农行现金管理业务的营销策略,并提出具体的营销策略的实施目标和保障措施,经过分析得出本文的结论：宁夏农行高管要提高对现金管理业务营销重要性的认识,需要重塑现金管理业务营销观念,现金管理业务营销要有独特性,走一条具有宁夏农行特色的现金管理业务营销之路,促使宁夏农行现金管理业务实现飞跃式发展。本文提出的宁夏农行现金管理业务的营销观点,既对宁夏农行现金管理业务营销有指导意义,可以推进现金管理业务的发展,改善中间业务收入结构,提高现金管理业务的核心竞争力,同时也为相关对公业务的营销提供了一定的借鉴作用。
[Abstract]:With the deepening of financial reform, the importance of bank cash management business is highlighted. With the accelerating interest rate marketization and the financial disintermediation process, the profit sources of the traditional deposit and loan difference of the major banks are increasingly tightened, and the expansion of the revenue source of the intermediate business becomes the trend of the times. As one of the sources of bank intermediate business income and as a tie between banks and enterprises, cash management business determines that it will become the focus of competition among banks in the future. The role of cash management is becoming more and more important. In the face of the increasingly fierce competition environment, Agricultural Bank of Ningxia needs appropriate cash management business marketing countermeasures to improve the core competitiveness of Agricultural Bank of Ningxia, which is different from other banks. This research has important practical significance. Based on the above background, I go deep into the subsidiary bank of Agricultural Bank of Ningxia and the customer of cash management enterprise. By using the method of investigation and questionnaire, I collect first-hand information, through summing up and arranging, carry on quantitative analysis and qualitative analysis to the data. On the basis of marketing theory and cash management theory, combined with the current situation of Agricultural Bank of Ningxia, the problems and causes of cash management business marketing are analyzed, and the strategies are screened, and the marketing strategies suitable for the cash management business of Agricultural Bank of Ningxia are selected. And put forward the concrete marketing strategy implementation goal and safeguard measure, through the analysis to draw the conclusion of this article: Ningxia Agricultural Bank executives want to raise the understanding of the importance of cash management business marketing, need to reshape the cash management business marketing concept. The marketing of cash management business should be unique, take the road of cash management business marketing with the characteristics of Agricultural Bank of Ningxia, and promote the cash management business of Agricultural Bank of Ningxia to realize the leap development. This paper puts forward the marketing viewpoint of the cash management business of Agricultural Bank of Ningxia, which is of guiding significance to the marketing of cash management business of Agricultural Bank of Ningxia, can promote the development of cash management business and improve the income structure of intermediate business. To improve the core competitiveness of cash management business, but also to provide a certain reference for the marketing of public business.
【学位授予单位】：西北大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F832.2

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