浙商银行济南分行投行业务营销策略研究

发布时间：2018-09-12 14:59

【摘要】：浙商银行济南分行正面临着一场前所未有的挑战和机遇,面向市场经营,寻求发展,分行就必须要更新原有“存款立行”的经营观念。对长期处于市场竞争环境下的我行而言,浙商银行营销管理将面临着一次新的挑战和机遇。本文就目前浙商银行济南分行营销管理中存在的问题进行了整理,逐步分析分行过去传统营销模式带来了可观效益的同时,也逐步暴露出了的一些发展滞后、管理不善较为突出的问题,这些问题成为阻碍济南分行发展进步的绊脚石,突出的问题使得分行面临着严峻的市场环境威胁。在此分析基础上,如何设计浙商银行济南分行投行业务市场营销策略,包括营销理念、营销组织管理、营销目标、营销策略组合等多方面内容,运用市场营销相关理论、优化现有市场营销模式、采用理论与实证相结合的分析方法,更为深入的对济南分行本地市场进行分析和定位,同时借鉴国内外先进商业银行等金融机构业务营销策略,进一步采用STP营销分析工具,筛选与细分符合我行发展的金融市场,确定济南分行长远营销发展战略,开拓新的投行业务销售渠道,逐步由产品为中心的观念向以客户为中心转化,本文就市场营销的发展战略提出了一些见解。
[Abstract]:The Jinan Branch of Zhejiang Business Bank is facing an unprecedented challenge and opportunity. Facing the market operation and seeking development, the branch must renew the original management concept of "deposit bank". For our bank, which has been in the market competition for a long time, the marketing management of Zhejiang Bank will face a new challenge and opportunity. In this paper, the problems existing in the marketing management of the Jinan Branch of Zhejiang Business Bank are sorted out, and the traditional marketing model of the branch is analyzed step by step. At the same time, some development lags behind has been gradually exposed. These problems have become a stumbling block to the development and progress of Jinan Branch. On the basis of this analysis, how to design the marketing strategy of investment bank business in Jinan Branch of Zhejiang Commercial Bank, including marketing concept, marketing organization management, marketing target, marketing strategy combination, etc. Optimize the existing marketing model, adopt the analysis method of combining theory and demonstration, analyze and position the local market of Jinan Branch more deeply, at the same time, draw lessons from the domestic and foreign advanced commercial banks and other financial institutions' business marketing strategy. Further use STP marketing analysis tools to select and subdivide the financial market that conforms to the development of our bank, determine the long-term marketing development strategy of Jinan Branch, and open up new sales channels for investment banking business. This paper puts forward some opinions on the development strategy of marketing.
【学位授予单位】：山东大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F832.33;F832.2

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