M商业银行的营销策略研究
发布时间：2018-08-04 12:36
【摘要】：面临主要来自国有商业银行和外资银行的双重竞争压力,作为银行市场的追随者,全国性的股份制商业银行如何才能实现异军突起是非常现实的问题。股份制商业银行作为中国银行业的重要组成部分,能否应付日益激烈的竞争环境从而健康成长关系到整个银行业乃至中国经济体制改革的发展,通过对其战略营销理论的深度探究来促进全国性股份制商业银行的发展,不失为一个关系到整体金融行业发展的良好理论选择。通过分析M银行的经验,为我国商业银行特别是那些新近刚刚由当地城市信用社改制过来的想做强做大的,欲成为全国或者区域性强势的商业银行,在市场营销策略方面找出可借鉴的方法。研究商业银行的营销策略通常从营销环境和营销理论的角度出发。市场营销环境主要从宏观环境、行业竞争环境与自身环境的角度出发研究。营销环境理论主要有PEST分析、波特五力模型和SWOT分析方法,本文采用这三种方法对股份制商业银行营销环境进行深入剖析,结果发现我国股份制商业银行存在市场营销目标定位不明确、市场营销缺乏总体规划、产品创新体制不健全、市场营销机构缺位等问题。在市场营销基本理论中最著名的便是4P理论,4P理论模型应该是营销决策实践中一个有效的指导理论,4P理论主要从产品、价格、渠道、促销等方面展开分析。在此理论基础上,结合M股份制商业银行实际的营销策略,从营销定位及其基本战略、产品与服务策略、促销策略、渠道策略,对其相应市场营销策略管理的问题进行具体分析,并根据分析提出一定的解决方法。股份制商业银行应该主要从市场定位和基本战略、产品与服务策略、营销策略以及渠道策略方面提高自身的市场营销能力。首先,作为一家股份制商业银行只有具有准确的市场定位和精确的基本战略才可以在竞争激烈的营销环境中占有一席之位,这是股份制商业银行营销环节的基础；其次,M股份制商业银行凭借多元化的特色产品和分层级的服务策略,让客户有更多的选择从而扩大了自己的客户范围；再次,M股份制商业银行凭借有效的激励考核机制使得员工充分发挥自身最大的能动性实现银行制定的任务；最后,M股份制商业银行凭借畅通的营销渠道,使产品能够及时、方便的被消费者获取,完成了营销最后且重要的环节。作者认为通过M股份制商业银行的营销分析,可以为提升股份制商业银行的市场竞争力、做大做强股份制商业银行提供必要的政策建议.
[Abstract]:Facing the double competitive pressure mainly from state-owned commercial banks and foreign banks, as a follower of the banking market, it is a very realistic problem how the national joint-stock commercial banks can realize the sudden emergence of a new force. As an important part of China's banking industry, joint-stock commercial banks can cope with the increasingly fierce competitive environment and grow healthily, which is related to the development of the whole banking industry and even the reform of China's economic system. To promote the development of national joint-stock commercial banks through the deep exploration of its strategic marketing theory is a good theoretical choice related to the development of the whole financial industry. By analyzing the experience of M Bank, we hope that our commercial banks, especially those who have just been reformed by the local city credit cooperatives, want to become strong commercial banks throughout the country or in the region. Find out the method that can be used for reference in the aspect of marketing strategy. The research of commercial bank's marketing strategy usually starts from the angle of marketing environment and marketing theory. Marketing environment mainly from the macro environment, industry competition environment and their own environment point of view. The marketing environment theory mainly includes PEST analysis, Porter's five-force model and SWOT analysis method. This paper uses these three methods to deeply analyze the marketing environment of joint-stock commercial banks. The results show that there are some problems in China's joint-stock commercial banks, such as the unclear orientation of marketing objectives, the lack of overall marketing planning, the imperfect system of product innovation, the absence of marketing institutions, and so on. The most famous theory of marketing is the 4P theory / 4P theory model, which should be an effective guiding theory in marketing decision making practice. The 4P theory is mainly analyzed from the aspects of product, price, channel, promotion and so on. On the basis of this theory, combining with the actual marketing strategy of M joint-stock commercial bank, from the marketing orientation and its basic strategy, the product and service strategy, the promotion strategy, the channel strategy, The problems of marketing strategy management are analyzed, and some solutions are put forward. The joint-stock commercial banks should improve their marketing ability mainly from the aspects of market orientation and basic strategy, product and service strategy, marketing strategy and channel strategy. First of all, as a joint-stock commercial bank, only with accurate market positioning and accurate basic strategy can it occupy a position in the competitive marketing environment, which is the basis of the joint-stock commercial bank marketing link. Secondly, M joint-stock commercial banks with diversified characteristic products and hierarchical service strategy, so that customers have more choices to expand their customer scope; Once again, M joint-stock commercial banks rely on effective incentive and assessment mechanisms to enable employees to give full play to their maximum initiative to achieve the task of bank formulation. Finally, M joint-stock commercial banks rely on unimpeded marketing channels to enable their products to be timely. Convenient by the consumer to obtain, completed the marketing last and important link. The author thinks that through the marketing analysis of M joint-stock commercial banks, it can provide necessary policy suggestions for improving the market competitiveness of joint-stock commercial banks and making them bigger and stronger.
【学位授予单位】：中国海洋大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F274;F832.33
[Abstract]:Facing the double competitive pressure mainly from state-owned commercial banks and foreign banks, as a follower of the banking market, it is a very realistic problem how the national joint-stock commercial banks can realize the sudden emergence of a new force. As an important part of China's banking industry, joint-stock commercial banks can cope with the increasingly fierce competitive environment and grow healthily, which is related to the development of the whole banking industry and even the reform of China's economic system. To promote the development of national joint-stock commercial banks through the deep exploration of its strategic marketing theory is a good theoretical choice related to the development of the whole financial industry. By analyzing the experience of M Bank, we hope that our commercial banks, especially those who have just been reformed by the local city credit cooperatives, want to become strong commercial banks throughout the country or in the region. Find out the method that can be used for reference in the aspect of marketing strategy. The research of commercial bank's marketing strategy usually starts from the angle of marketing environment and marketing theory. Marketing environment mainly from the macro environment, industry competition environment and their own environment point of view. The marketing environment theory mainly includes PEST analysis, Porter's five-force model and SWOT analysis method. This paper uses these three methods to deeply analyze the marketing environment of joint-stock commercial banks. The results show that there are some problems in China's joint-stock commercial banks, such as the unclear orientation of marketing objectives, the lack of overall marketing planning, the imperfect system of product innovation, the absence of marketing institutions, and so on. The most famous theory of marketing is the 4P theory / 4P theory model, which should be an effective guiding theory in marketing decision making practice. The 4P theory is mainly analyzed from the aspects of product, price, channel, promotion and so on. On the basis of this theory, combining with the actual marketing strategy of M joint-stock commercial bank, from the marketing orientation and its basic strategy, the product and service strategy, the promotion strategy, the channel strategy, The problems of marketing strategy management are analyzed, and some solutions are put forward. The joint-stock commercial banks should improve their marketing ability mainly from the aspects of market orientation and basic strategy, product and service strategy, marketing strategy and channel strategy. First of all, as a joint-stock commercial bank, only with accurate market positioning and accurate basic strategy can it occupy a position in the competitive marketing environment, which is the basis of the joint-stock commercial bank marketing link. Secondly, M joint-stock commercial banks with diversified characteristic products and hierarchical service strategy, so that customers have more choices to expand their customer scope; Once again, M joint-stock commercial banks rely on effective incentive and assessment mechanisms to enable employees to give full play to their maximum initiative to achieve the task of bank formulation. Finally, M joint-stock commercial banks rely on unimpeded marketing channels to enable their products to be timely. Convenient by the consumer to obtain, completed the marketing last and important link. The author thinks that through the marketing analysis of M joint-stock commercial banks, it can provide necessary policy suggestions for improving the market competitiveness of joint-stock commercial banks and making them bigger and stronger.
【学位授予单位】：中国海洋大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F274;F832.33
【相似文献】
相关期刊论文 前10条
1 邢花,董丽,贾征,陈洁;国际药品市场营销策略研究[J];国际贸易问题;2001年02期
2 吕萍;基于信息产品的市场营销策略研究[J];情报理论与实践;2002年04期
3 赵智宏;张淑萍;陈纲;;宁夏清真牛羊肉产业的系统开发与整合营销策略研究[J];农业经济;2006年03期
4 郁有萍;;B公司产品营销策略研究[J];商场现代化;2006年09期
5 杨帆;;大学生的自我营销策略研究[J];华东经济管理;2007年08期
6 刘辉;;基于关系营销的营销策略研究[J];经济论坛;2008年16期
7 康勇;;连锁经营中的连锁反应及营销策略研究[J];中国商贸;2010年16期
8 邓t，
本文编号：2163904
本文链接：https://www.wllwen.com/jingjilunwen/guojijinrong/2163904.html
