Z银行珠海分行国际结算业务营销策略研究

发布时间：2018-06-16 05:31

本文选题：Z银行 + 国际结算　；参考：《广东工业大学》2014年硕士论文

【摘要】：伴随着我国近年来经济的高速增长,我国的进出口贸易数据保持稳步增长的局面。进出口贸易的繁荣景象,促进各家商业银行国际结算业务的长远发展。对各家商业银行来说,在国内市场增长乏力的情况下,巨大的国际结算业务资源迫使其把自身的国际结算业务发展提高到新的战略高度,加剧了各家商业银行国际结算领域的竞争。虽然Z银行珠海分行目前仍能保持当地国际结算市场份额市场第一,但国际市场上实体经济的萎缩对Z银行的冲击居银行同业首位,Z银行珠海分行只有对自身的经营现状和经营环境进行分析,优化国际结算业务的市场营销策略,使其符合市场环境的变化,才有可能在恶劣的的竞争环境下赢得市场。本文通过对Z银行珠海分行国际结算业务经营环境分析,指出在经营过程中,Z银行珠海分行国际结算业务主要存在营销方式单一、营销意识不到位、审批手续繁琐、内部效率低下、营销队伍激励不到位等问题。然后,本文针对这些问题,提出了目标市场战略,并从产品、价格、渠道、促销四个要素分别对营销策略进行优化：重视跨境人民币业务发展,加大产品创新,发展表外融资业务,加强供应链产品拓展,优化分层营销体系；在省行授权范围内,灵活运用定价机制,使价格保持市场优势的情况下,对不同客户的定价实行差异化管理；加快国际结算产品网点转型,提升网点效能,加强内外部联动营销,加快电子渠道发展；实施差异化产品促销、重视广告宣传,打造品牌形象等几个方面,以解决Z银行珠海分行国际结算业务目前营销策略中存在的问题,优化市场营销策略。本文针对Z银行珠海分行国际结算业务目前营销现状的分析研究,提出优化营销策略的建议,目的是让Z银行珠海分行把握自身优势,提升核心竞争力,捍卫国际结算业务市场第一的地位。同时,由于我国商业银行大多存在共性,营销现状面临相同的局面,本文也可以对其他商业银行的营销策略起到一定的借鉴意义。
[Abstract]:With the rapid economic growth in recent years, China's import and export trade data maintain a steady growth. The prosperity of import and export trade promotes the long-term development of international settlement business of commercial banks. For commercial banks, under the situation of weak growth in the domestic market, the huge resources of international settlement business force them to raise their international settlement business to a new strategic height. It has intensified the competition of commercial banks in the field of international settlement. Although the Zhuhai Branch of Z Bank is still able to maintain the first market share of the local international settlement market, However, the contraction of the real economy in the international market has impacted Z Bank first in the banking industry. The Zhuhai Branch of Z Bank only analyzes its own business situation and operating environment, and optimizes the marketing strategy of international settlement business. It is possible to win the market in a bad competitive environment by adapting it to the changes in the market environment. Based on the analysis of the international settlement business environment of Z Bank Zhuhai Branch, this paper points out that the international settlement business of Z Bank Zhuhai Branch is mainly characterized by a single marketing mode, a lack of marketing consciousness and cumbersome examination and approval procedures. Low internal efficiency, marketing team motivation is not in place and other problems. Then, aiming at these problems, this paper puts forward the target market strategy, and optimizes the marketing strategy from the four factors of product, price, channel and promotion: attach importance to the development of cross-border RMB business and increase product innovation. Develop off-balance-sheet financing business, strengthen product expansion of supply chain, optimize hierarchical marketing system, use pricing mechanism flexibly within the scope of provincial bank authorization, make price keep market advantage, carry out differential management of pricing for different customers; Speed up the transformation of international settlement product outlets, enhance the network efficiency, strengthen internal and external linkage marketing, accelerate the development of electronic channels, implement differentiated product promotion, attach importance to advertising, create brand image, etc. In order to solve the problems existing in the current international settlement business of Z Bank Zhuhai Branch, optimize the marketing strategy. Based on the analysis and study of the current marketing situation of the international settlement business of Z Bank Zhuhai Branch, this paper puts forward some suggestions for optimizing the marketing strategy, in order to make Z Bank Zhuhai Branch grasp its own advantages and enhance its core competitiveness. Defend the position of the international settlement business market first. At the same time, because most of the commercial banks in our country have common character, the present marketing situation is faced with the same situation, so this paper can also play a certain reference to the marketing strategies of other commercial banks.
【学位授予单位】：广东工业大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F832.2

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