建设银行长春西安大路支行个人金融业务营销策略研究

发布时间：2018-10-29 18:34

【摘要】：改革开放以来，，中国的对外开放程度不断加深，群众的金融需求逐渐多样化发展，使得商业银行竞争加剧，个人金融业务显示了自身良好的优势，是未来商业银行的发展方向之一，也是银行保持长久可持续发展的关键。如何才能在更加激烈的市场竞争中占据领先，取得竞争优势，这将是本文将要探讨的话题。2005年中国建设银行在完成股份制改革之后，个人金融业务开始成为总行发展战略的重要组成部分。建行西安大路支行是全国百佳网点之一，是吉林省分行网点的旗舰店，业务种类齐全，各项业务指标排在全省首列，员工素质高，年轻化，是总行最早评定的五星级网点，最早获得“青年文明号”之称。建行长春西安大路支行个人金融业务全面，在全国发展中处于领先地位，非常合适金融业务课题的开展。伴随中国经济的快速发展，家庭收入和消费水平显著提升，个人金融业务逐渐走入了干家万户，与此同时支行的金融服务仍有巨大的上升空间,金融市场的营销策略对银行的个人金融业务的扩展有着重要作用。本文采用了西安大路支行的样本数据，根据实际案例进行分析，理论和实践相结合，用案例分析理论，再用理论回归到案例当中，最后归纳总结。本文从四方面对命题进行阐述，首先论述了建行长春西安大路支行个人业务发展的现状，阐明了本文的选题背景和意义。第二部分是建设银行长春西安大路支行个人金融业务营销现状分析，个人金融业务营销现状概述和建设银行长春西安大路支行个人金融业务存在的问题。第三部分是建设银行长春西安大路支行个人金融业务市场环境分析，以及宏观环境分析、微观环境分析。第四部分论述了建设银行长春西安大路支行个人金融业务STP与营销策略分析。最后是建设银行长春西安大路支行个人金融业务市场营销策略研究结论。
[Abstract]:Since the reform and opening up, the degree of China's opening to the outside world has deepened, and the financial needs of the masses have gradually diversified and developed, which has intensified the competition of commercial banks, and the individual financial business has shown its own good advantages. It is one of the development directions of the commercial banks in the future, and also the key to maintain the long-term sustainable development of the banks. How to take the lead and gain the competitive advantage in the more fierce market competition will be the topic to be discussed in this paper. After the China Construction Bank completed the shareholding system reform in 2005, Personal financial business began to become an important part of the development strategy of the head office. The Xi'an Road Branch of CCB is one of the best branches in the country. It is the flagship store of the branch network of Jilin Province. It has a complete range of business types and ranks first among the province's business indicators. The quality of its staff is high and its young people are younger. It is the first five-star network to be assessed by the head office. It was the earliest known as the Youth Civilization. Changchun Xi'an Road Branch of China Construction Bank is in the leading position in the development of the whole country, which is very suitable for the development of financial business. With the rapid development of China's economy, household income and consumption levels have improved significantly, and personal financial services have gradually entered into tens of thousands of households. At the same time, there is still a huge room for growth in the financial services of the branches. The marketing strategy of financial market plays an important role in the expansion of personal financial business of banks. This paper uses the sample data of Xi'an Road Branch, according to the actual case analysis, the combination of theory and practice, using the case analysis theory, and then regression to the case with the theory, and finally summarized. This paper expounds the proposition from four aspects, first of all, it discusses the current situation of the personal business development of Changchun Xi'an Branch of CCB, and expounds the background and significance of this topic. The second part is the analysis of the current situation of individual financial business marketing of Changchun Xi'an Road Branch of China Construction Bank, the summary of personal financial business marketing status and the problems existing in the personal financial business of Changchun Xi'an Road Branch of Construction Bank. The third part is the analysis of individual financial market environment, macro environment analysis and micro environment analysis of Changchun Xi'an Road Branch of China Construction Bank. The fourth part discusses the STP and marketing strategy of Changchun Xi'an Road Branch of China Construction Bank. Finally, the conclusion of the study on the marketing strategy of Changchun Xi'an Road Branch of China Construction Bank is given.
【学位授予单位】：吉林大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F832.2

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