招商银行沈阳分行营销战略研究

发布时间：2019-06-08 06:57

【摘要】：面对风云变幻的国际与国内金融市场,银行业也必将受到市场改革的冲击,制定正确的市场营销战略有助于我国商业银行实行集约化经营,使其更快、更好的融入到国际与国内的竞争格局中并获得一席之地。沈阳地区银行众多,且随着外资银行的涌入,互联网技术的发展,本地金融市场竞争压力不断增强。招商银行沈阳分行不但要面对传统的本地银行业竞争者,同时还要面对新兴网络竞争者所带来的冲击,因此急需制定合理的市场营销战略,提高自身资源的利用效率,以保持并扩展自身的市场份额。本文利用市场营销战略的理论,按照分析市场机会,选择目标市场,确定市场营销策略,最后对市场营销活动进行管理的顺序为招商银行沈阳分行制定了市场营销战略,力求使招行沈阳分行在沈阳地区金融市场的竞争中能够获得一席之地。本文首先分析了招商银行沈阳分行所处的宏观环境、微观环境,并且进而利用SWOT理论进行细致规划,做到掌握市场动态,知己知彼,做到发扬优势、避免劣势,抓住机遇,迎接挑战。通过仔细分析沈阳金融市场中客户层次特点及其所能带来的潜在收益,确定了高端客户为主、其他层次客户为辅的目标市场战略。分析了招商沈阳分行所要面对的竞争者的类型对领导型、竞争型、跟随型、潜在型竞争者的发展趋势进行了分析,并给出了应对措施。招行沈阳分行应该尽量避免与市场领导者发生直接冲突,主要抢占其他竞争型与跟随型竞争者的市场份额,与潜在竞争者之间应该是学习、利用并且提防的竞争战略。本文还从产品、价格、渠道以及关系营销方面给出营销策略,并且对招行沈阳分行领先于同业竞争者的服务战略进行了重点分析。最后从绩效管理、人员保障、企业文化以及风险控制等方面提出了保障措施。
[Abstract]:In the face of the changing international and domestic financial markets, the banking industry will also be impacted by the market reform. The formulation of a correct marketing strategy will help China's commercial banks to carry out intensive management and make it faster. Better integrate into the international and domestic competition pattern and gain a place. There are many banks in Shenyang area, and with the influx of foreign banks and the development of Internet technology, the competitive pressure in the local financial market is increasing. Shenyang Branch of China Merchants Bank has to face not only the traditional local banking competitors, but also the impact of new network competitors. Therefore, it is urgent to formulate a reasonable marketing strategy to improve the efficiency of the use of its own resources. To maintain and expand their own market share. Based on the theory of marketing strategy, this paper makes use of the theory of marketing strategy, according to the analysis of market opportunities, selects the target market, determines the marketing strategy, and finally formulates the marketing strategy for Shenyang Branch of China Merchants Bank in the order of managing the marketing activities. Strive to make China Merchants Bank Shenyang Branch in Shenyang financial market competition can get a place. This paper first analyzes the macro environment and micro environment of Shenyang Branch of China Merchants Bank, and then makes use of SWOT theory to carry out detailed planning, so as to master the market dynamics, know oneself and know the enemy, carry forward the advantages, avoid disadvantages and seize the opportunity. Meet the challenge. By carefully analyzing the characteristics of customer level in Shenyang financial market and the potential benefits it can bring, the target market strategy of high-end customers and other level customers is determined. This paper analyzes on the types of competitors to be faced by China Merchants Shenyang Branch, and analyzes on the development trends of the leading, competitive, follower and potential competitors, and gives some countermeasures. Shenyang Branch of China Merchants Bank should try its best to avoid direct conflict with market leaders, mainly seize the market share of other competitive and follow-up competitors, and learn, make use of and guard against the competitive strategy between China Merchants and potential competitors. This paper also gives the marketing strategy from the aspects of product, price, channel and relationship marketing, and analyzes the service strategy of Shenyang Branch of China Merchants Bank, which is ahead of its competitors. Finally, the paper puts forward the safeguard measures from the aspects of performance management, personnel security, corporate culture and risk control.
【学位授予单位】：东北大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F832.33

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