GY银行大连分行小企业业务营销策略研究

发布时间：2019-02-08 20:34

【摘要】：近年来,国内各商业银行相继引入营销思想及理论,进军小企业市场,以希望通过科学严谨的方法来占据市场份额,在小企业金融服务领域开拓新的战场。然而,GY银行大连分行一直以来依靠大客户的发展模式造成了其在小企业业务发展上与其他商业银行存在一定差距,对小企业业务的营销缺乏系统的策略研究。因此,研究GY银行大连分行小企业业务的营销策略对GY银行大连分行小企业业务的营销实践具有指导作用,对实现GY银行大连分行的战略转型和结构调整具有重要的现实意义。本文以GY银行大连分行小企业业务为研究对象,回顾和梳理了关于商业银行小企业业务营销理论发展的脉络,从市场营销相关理论入手,深入分析了GY银行大连分行小企业业务营销现状及存在问题,并在对小企业业务营销的内外部环境分析的基础上,运用SWOT分析法对GY银行大连分行自身的优势与劣势、面临的机会与威胁进行了全面比较,总结出GY银行大连分行小企业业务应选择的发展战略。以此为依据,再运用STP理论,从多个维度对小企业目标客户市场进行了细分,从规模、行业、客户集群几个方面阐述了GY银行大连分行的目标市场选择,确定了GY银行大连分行小企业业务目标客户的市场定位,并在市场营销4Ps理论指导下从产品策略、价格策略、渠道策略和促销策略四个维度制定了GY银行大连分行小企业业务的营销策略。最后,提出了从人才培养、风险控制、激励考核、科技支持等方面做好措施保障工作。通过深入分析,本文提出GY银行大连分行应针对目前存在的问题和内外部经营环境,确立目标市场,采取增长性战略,将市场定位于为“一链一圈一平台”客户群体提供综合金融解决方案、为小微企业客户提供以信息整合为依托的大数据贷款产品,通过实施完善有效的营销策略以及保障措施,占据市场领先地位。本文从具体研究对象角度设计的营销策略,希望能对市场营销相关理论在商业银行业务营销中的研究应用起到一定的借鉴作用。
[Abstract]:In recent years, domestic commercial banks have introduced marketing ideas and theories into the small business market, hoping to occupy the market share through scientific and rigorous methods, and to open up a new battlefield in the field of small business financial services. However, the Dalian Branch of GY Bank has been relying on the development model of large customers for a long time. As a result, there is a certain gap between Dalian Branch and other commercial banks in the development of small business, and there is a lack of systematic strategy research on the marketing of small enterprise business. Therefore, the study of the marketing strategy of the small enterprise business of the Dalian Branch of GY Bank has a guiding role in the marketing practice of the small enterprise business of the Dalian Branch of the GY Bank, and has important practical significance to realize the strategic transformation and structural adjustment of the Dalian Branch of the GY Bank. This paper takes the small enterprise business of Dalian Branch of GY Bank as the research object, reviews and combs the development of the marketing theory of the small enterprise business of the commercial bank, starts with the relevant theories of marketing. This paper deeply analyzes the present situation and existing problems of small business marketing in Dalian Branch of GY Bank, and on the basis of analyzing the internal and external environment of small enterprise business marketing, applies SWOT analysis method to analyze the advantages and disadvantages of Dalian Branch of GY Bank. The opportunities and threats are compared comprehensively, and the development strategies of small enterprises in Dalian Branch of GY Bank are summarized. Based on this, using the theory of STP, this paper subdivides the target customer market of small enterprise from many dimensions, and expounds the target market choice of Dalian Branch of GY Bank from the aspects of scale, industry and customer cluster. The market orientation of small business target customers of Dalian Branch of GY Bank is determined, and under the guidance of 4Ps theory of marketing, the product strategy and price strategy are discussed. The marketing strategy of small business in Dalian Branch of GY Bank is formulated in the four dimensions of channel strategy and promotion strategy. At last, the author puts forward some measures to ensure talent training, risk control, encouragement and assessment, science and technology support and so on. Through in-depth analysis, this paper puts forward that GY Bank Dalian Branch should establish the target market and adopt the growth strategy in view of the existing problems and the internal and external operating environment. Positioning the market to provide a comprehensive financial solution for "one chain, one circle, one platform" customer group, providing big data loan products based on information integration for small and micro enterprise customers, and implementing effective marketing strategies and safeguard measures. Take the leading position in the market. This article from the specific research object angle designs the marketing strategy, hoped can play the certain reference function to the marketing related theory in the commercial bank business marketing research application.
【学位授予单位】：大连理工大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F832.33;F274

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