A行宁夏分行中间业务营销管理研究
发布时间：2018-11-15 14:41
【摘要】：中间业务是一家银行业务的发展能力、综合实力的体现,直接决定银行的综合营销能力和未来可持续发展水平,也是未来银行业必然的发展趋势。1994年,A行在六大国家专业投资公司的基础上成立,以国家中长期战略的政策性为服务定位,以支持国家基础建设、基础产业和支柱产业为己任,在2007年,A行经国务院批准,正式全面启动商业化改革,4月12日,国务院正式批准国家开发银行改革方案,明确要求其开发性金融机构定位。但在中间业务市场拓展方面A行还有很多不足之处,面对日益激烈的市场竞争,和开发性金融改革的机遇,A行宁夏分行的中间业务营销成为急需面对的问题,而制定科学化的营销策略则成为A行宁夏分行未来是否能够顺利发展的基础。本文以A行宁夏分行中间业务营销为主线,分析了中间营销的现状、前景和具体的实施细则。通过对A行宁夏分行的内外部环境的分析,明确A行中间业务发展的优势、劣势、当前可见的机遇以及实施过程中需要面对的挑战,通过对资源和数据分析设计出A行宁夏分行中间业务的市场营销策略。具体而言：本文首先分析A行宁夏分行中间业务所处的营销环境,并对当前A行宁夏分行的中间业务现状进行了详细分析,根据分析结果指出当前中间业务营销存在的弊端,通过CCDV-TP模型,对A行宁夏分行中间业务营销策略进行设计及部署。最后,给出了A行宁夏分行营销的创新策略及实施结果反馈。
[Abstract]:Intermediate business is the development ability of a bank business, the embodiment of comprehensive strength, directly determines the comprehensive marketing ability of the bank and the level of future sustainable development, is also the inevitable development trend of the banking industry in the future. Bank A was established on the basis of six major national professional investment companies, with the policy orientation of the country's medium- and long-term strategy as its service orientation, with support for national infrastructure, basic industries and pillar industries as its own responsibility. In 2007, A was approved by the State Council. On April 12, the State Council formally approved the reform plan of the National Development Bank and explicitly requested the orientation of its developmental financial institutions. But there are still many deficiencies in the development of intermediary business market. In the face of the increasingly fierce market competition and the opportunity of development finance reform, the intermediary business marketing of Bank A Ningxia Branch has become a problem urgently needed to face. The establishment of scientific marketing strategy is the basis for the smooth development of Bank A Ningxia Branch in the future. This paper analyzes the present situation, prospect and detailed rules of intermediate marketing in Ningxia Branch of Bank A. Through the analysis of the internal and external environment of the Ningxia Branch of Bank A, the strengths and weaknesses of Bank A's intermediate business development, the current visible opportunities and the challenges to be faced in the implementation process are clarified. Through the analysis of resources and data, the marketing strategy of intermediary business of Bank A Ningxia Branch is designed. Specifically, this paper first analyzes the marketing environment of the intermediary business of Bank A Ningxia Branch, and analyzes in detail the current situation of the intermediary business of Bank A Ningxia Branch. According to the analysis results, it points out the drawbacks of the current intermediate business marketing. Through CCDV-TP model, the marketing strategy of intermediary business in Ningxia Branch of Bank A is designed and deployed. Finally, the innovation strategy and implementation result feedback of Ningxia Branch of Bank A are given.
【学位授予单位】：宁夏大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F832.2
本文编号：2333591
[Abstract]:Intermediate business is the development ability of a bank business, the embodiment of comprehensive strength, directly determines the comprehensive marketing ability of the bank and the level of future sustainable development, is also the inevitable development trend of the banking industry in the future. Bank A was established on the basis of six major national professional investment companies, with the policy orientation of the country's medium- and long-term strategy as its service orientation, with support for national infrastructure, basic industries and pillar industries as its own responsibility. In 2007, A was approved by the State Council. On April 12, the State Council formally approved the reform plan of the National Development Bank and explicitly requested the orientation of its developmental financial institutions. But there are still many deficiencies in the development of intermediary business market. In the face of the increasingly fierce market competition and the opportunity of development finance reform, the intermediary business marketing of Bank A Ningxia Branch has become a problem urgently needed to face. The establishment of scientific marketing strategy is the basis for the smooth development of Bank A Ningxia Branch in the future. This paper analyzes the present situation, prospect and detailed rules of intermediate marketing in Ningxia Branch of Bank A. Through the analysis of the internal and external environment of the Ningxia Branch of Bank A, the strengths and weaknesses of Bank A's intermediate business development, the current visible opportunities and the challenges to be faced in the implementation process are clarified. Through the analysis of resources and data, the marketing strategy of intermediary business of Bank A Ningxia Branch is designed. Specifically, this paper first analyzes the marketing environment of the intermediary business of Bank A Ningxia Branch, and analyzes in detail the current situation of the intermediary business of Bank A Ningxia Branch. According to the analysis results, it points out the drawbacks of the current intermediate business marketing. Through CCDV-TP model, the marketing strategy of intermediary business in Ningxia Branch of Bank A is designed and deployed. Finally, the innovation strategy and implementation result feedback of Ningxia Branch of Bank A are given.
【学位授予单位】：宁夏大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F832.2
【共引文献】
相关期刊论文 前1条
1 王越;;基于后经济危机论我国商业银行中间业务[J];全国商情(理论研究);2010年22期
，本文编号：2333591
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