Z银行中原分行市场营销策略研究

发布时间：2018-01-09 13:09

本文关键词：Z银行中原分行市场营销策略研究　出处：《东华大学》2017年硕士论文　论文类型：学位论文

【摘要】：当前,我国已经全面实行利率市场化,这对于大型银行来说,可以更有效提高运营效率。作为一家中型的股份制银行,Z银行与国有银行、大型股份制银行相比,则显得营销手段单一,与客户谈判往往处于下风。特别是进入二十一世纪以来,金融模式发展迅速,金融市场变化多端,PPP项目、众筹、私募盛行,第三方支付、互联网信贷等互联网金融模式快速发展,互联网金融发展方兴未艾,并且呈现出与实体经济不断融合,跨界合作趋势明显等特征。2015年7月国家出台《关于积极推进“互联网+”行动的指导意见》,同期,十部委联合印发《关于促进互联网金融健康发展的指导意见》也进一步明确,以银行为主体,联合互联网公司共同发展互联网金融。银行业如果还故步自封,将无法在后续业务中找到立足之地。在新的时代背景下,银行业管理者在过去积累的市场营销的成功经验,很多都无法在“互联网+”到来的新形势中得以应用。那么商业银行的市场营销该如何发展,在互联网金融、直销银行大行其道的今天应该对银行业的市场营销策略如何优化、改进,成为了摆在银行业者面前一个亟待解决的问题。本文在对国内外研究现状进行系统梳理的基础上,对z银行中原分行的市场营销策略进行了研究。首先利用4p营销理论,介绍了z银行中原分行的市场营销现状,并指明目前存在的问题以及其成因。接下来对z银行中原分行所处的宏观环境进行了pest分析、对中观环境进行了波特五力分析,并利用swot分析进行了汇总。在了解了内外部环境之后,利用stp理论对z银行中原分行的发展目标、市场定位进行了选择,并对市场营销策略进行改进。在产品策略对中间业务、负债业务、资产业务方面应该加强,价格策略中主要使用撇脂定价、差别定价和组合定价的方式,渠道策略上加强互联网金融、增加移动终端业务、增加物理营业网点、实行分销策略、整合集团公司资源,促销策略应该从改善广告、营业推广、公关、人员推销入手。为保证市场营销策略的实施,本文认为应该改进组织管理体系、加强人力资源管理、提升市场营销管理以及升级营销管理信息系统。本文旨在为z银行中原分行的市场营销策略提出改进方案,为其在互联网金融时代发展中争得有利地位,改善银行财务状况与业绩水平。同时,本文对我国宏观经济形势、河南省金融发展状况的分析,也为其他金融机构的战略部署具有借鉴意义。本文对于银行业其他公司的营销业务发展与改进,也具有一定的参考价值。
[Abstract]:At present, China has fully implemented the marketization of interest rates, which can improve the operational efficiency more effectively for large banks. Compared with the large joint-stock banks, it appears that the marketing means are single, and negotiations with customers are often in the lower wind. Especially since 21th century, the financial model has developed rapidly, and the financial market has changed a lot of PPP projects. Crowdfunding, private equity prevalence, third-party payment, Internet credit and other Internet financial model rapid development, Internet financial development is in the ascendant, and showing continuous integration with the real economy. The trend of cross-border cooperation is obvious. In July 2015, the State issued the guidance on actively promoting the "Internet" Action, the same period. The "guiding opinions on promoting the healthy Development of Internet Finance" issued jointly by the 10 ministries and commissions have also been further clarified, with banks as the main body and Internet companies jointly developing Internet finance. In the context of the new era, banking managers have accumulated successful experience in marketing in the past. Many can not be applied in the new situation of "Internet". So how to develop the marketing of commercial banks in Internet finance. The direct-selling bank should optimize and improve the marketing strategy of the banking industry today. It has become a problem to be solved urgently in front of the bankers. This paper systematically combs the current research situation at home and abroad. This paper studies the marketing strategy of z bank Zhongyuan branch. Firstly, using 4p marketing theory, it introduces the marketing situation of z bank Zhongyuan branch. And points out the existing problems and their causes. Then the macro environment of z bank Zhongyuan branch is analyzed by pest, and the medium environment is analyzed by Porter five forces. After understanding the internal and external environment and using the stp theory to select the development goal and market positioning of z bank Zhongyuan branch. And improve the marketing strategy. In the product strategy on intermediate business, debt business, asset business aspects should be strengthened, price strategy mainly use skim pricing, differential pricing and combination pricing. The channel strategy strengthens the Internet finance, increases the mobile terminal service, increases the physical business network, implements the distribution strategy, integrates the group company resources, the promotion strategy should be from the improvement advertisement, the business promotion, the public relations. In order to ensure the implementation of marketing strategy, this paper believes that the organizational management system should be improved and human resource management should be strengthened. Improve marketing management and upgrade marketing management information system. The purpose of this paper is to propose an improved scheme for the marketing strategy of z bank Zhongyuan branch in order to gain a favorable position in the development of internet finance era. At the same time, this paper analyzes the macroeconomic situation of China and the financial development of Henan Province. This paper also has some reference value for the development and improvement of the marketing business of other banking companies.
【学位授予单位】：东华大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F274;F832.33

【参考文献】