农业银行山西分行公司类业务市场营销策略研究
本文选题:农业银行 + 公司类业务 ; 参考:《兰州交通大学》2014年硕士论文
【摘要】:目前我国经济一直呈现开放性发展,商业银行呈现多元化成长,而金融领域竞争已经进入白热化阶段,利润空间持续较少,而社会融资方式的转变,又使得各大商业银行开始争抢对公业务市场。本文以农业银行山西分行对公业务的营销理念、营销模式和促销方法等方面进行研究分析。通过全面解读商业银行市场营销理论的,将实践做法和理论有机结合,对农业银行山西分行公司类业务市场营销现状进行分析,得出农业银行山西分行公司类业务营销中存在以下问题:“以客户为中心”的经营理念尚未落到实处,目标市场选择不科学,产品创新力度不足,品牌形象不够强大等。然后对农业银行山西分行公司类业务的SWOT分析,对其面临的内部优势与劣势、外部机遇与威胁进行了全面认识。认为农业银行山西分行面临的是日益激烈的竞争环境和越加复杂的营销环境,其中虽然有很多是农业银行山西分行通过努力可以直接或者间接控制,或者降低不利影响,但是,有些是该银行无法避免的,必然会遇到。对于前者,农业银行山西分行可以通过加强不断开发和推出金融创新产品、加强内部控制等手段来扬长避短,对于后者,农业银行山西分行应该认真分析,区分系统性和非系统性的风险(此处的系统性风险特指中国银行业普遍面临的一系列风险),尽可能抓住机遇,规避和降低风险。在此基础上,本文对农业银行山西分行公司类业务市场营销进行了重新定位。认为农业银行山西分行应集中专项资金对山西省内1000家中小型农业产业化龙头企业、500个县城镇化建设、300个省级以上工业园区和200个优势产业集群等一大批县域优质项目进行重点投入、重点扶持,进一步发挥农行在中小企业中的金融作用。针对存在农业银行山西分行公司类业务市场营销存在的问题,本文提出了相应的对策,即加大产品创新力度,加强服务渠道建设,丰富定价策略,强化品牌形象。并提出了营销策略实施的保障措施:完善中小企业金融服务机构,完善营销绩效考评和奖惩机制,完善营销管理信息系统,加强公司类业务信贷风险管理。
[Abstract]:At present, China's economy has been showing an open development, commercial banks have shown diversified growth, and the competition in the financial field has entered a stage of intense, profit space has been less, and the social financing mode has changed. The major commercial banks began to compete for the public business market. This paper studies and analyzes the marketing concept, marketing mode and promotion method of Shanxi Branch of Agricultural Bank of China. By comprehensively interpreting the marketing theory of commercial banks, combining the practice with the theory, this paper analyzes the current situation of the marketing of the Shanxi Branch of the Agricultural Bank of China. The following problems exist in the marketing of agricultural bank Shanxi branch company: "customer-centered" business concept has not yet been put into practice, target market selection is not scientific, product innovation is insufficient, brand image is not strong enough, and so on. Then the SWOT analysis of agricultural bank Shanxi branch company business, the internal strengths and weaknesses, external opportunities and threats are comprehensively understood. It is believed that the Shanxi Branch of the Agricultural Bank of China is facing an increasingly fierce competitive environment and a more complicated marketing environment. Although many of them can be controlled directly or indirectly through efforts by the Shanxi Branch of the Agricultural Bank of China, or reduce the adverse effects, Some that the bank cannot avoid are inevitable. With regard to the former, the Shanxi Branch of the Agricultural Bank of China can enhance its strengths and circumvent its weaknesses by continuously developing and introducing innovative financial products and strengthening internal control. For the latter, the Shanxi Branch of the Agricultural Bank of China should make a careful analysis. Distinguish between systemic and non-systemic risks (here systemic risk refers to a series of risks that Chinese banks generally face, seize opportunities as much as possible to avoid and reduce risks. On this basis, this paper reorientates the marketing of agricultural bank Shanxi branch. It is believed that the Shanxi Branch of Agricultural Bank should concentrate special funds on a large number of county areas such as 1000 leading small and medium-sized agricultural industrialization enterprises in Shanxi Province, 500 county urbanization construction, 300 industrial parks above provincial level and 200 superior industrial clusters. The quality project carries on the key input, Key support, further play the role of Agricultural Bank in the financial role of small and medium-sized enterprises. In view of the problems existing in the marketing of Shanxi Branch of Agricultural Bank, this paper puts forward the corresponding countermeasures, that is, to increase the strength of product innovation, to strengthen the construction of service channels, to enrich the pricing strategy and to strengthen the brand image. The paper also puts forward the guarantee measures for the implementation of marketing strategy: perfecting the financial service institutions of small and medium-sized enterprises, perfecting the mechanism of evaluation of marketing performance and reward and punishment, perfecting the information system of marketing management, and strengthening the credit risk management of company business.
【学位授予单位】:兰州交通大学
【学位级别】:硕士
【学位授予年份】:2014
【分类号】:F274;F832.2
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