NY银行胶州市支行县域市场营销策略优化研究

发布时间：2018-03-20 05:23

本文选题：市场营销　切入点：商业银行　出处：《青岛大学》2017年硕士论文　论文类型：学位论文

【摘要】：当前我国县域金融市场呈现出复杂、多变的态势,一方面县域经济进入“新常态”,新型城镇化建设、产业结构调整、利率市场化改革等系列政策影响着商业银行业务发展,另一方面,民营资本进入银行业、互联网金融也在不断冲击传统商业银行的市场份额,县域市场机遇和挑战并存。本文系统的总结了银行业市场营销理论的内涵和演变过程,重点分析了当前学术界对县域商业银行市场营销的研究成果。在此基础上,以NY银行胶州市支行为例,从营销体系构建、营销策略执行、营销人员配置、市场占有率等方面分析了该支行在县域市场营销上的现状,并通过引入模型对该支行进行全面的分析:通过PEST模型研究了商业银行业的宏观政治、经济和社会环境;通过五力模型分析了当前商业银行市场上竞争环境;通过SWOT模型详细研究了NY银行自身的优势和劣势、面临的机会和威胁。在以上分析的基础上,本文从经营理念、客户管理、特色产品、人员培养等角度分析了NY银行胶州市支行近年来实施的营销策略变革。本文对改革措施的成果进行了初步评估,并总结了NY银行在市场营销方面成功的经验和存在的不足之处。最后,本文结合当前县域市场上的各种影响因素,从战略理念、客户管理、产品创新、人力资源管理及系统五个方面对县域商业银行市场营销的优化提出了一些对策及建议,也希望为商业银行提升县域金融产品覆盖,加强金融服务水平提供一点思路。
[Abstract]:At present, the county financial market of our country presents a complex and changeable situation. On the one hand, the county economy enters into the "new normal", the new urbanization construction, the adjustment of industrial structure, the market-oriented interest rate reform and other policies affect the development of commercial bank business. On the other hand, when the private capital enters the banking industry, the Internet finance is constantly attacking the market share of the traditional commercial banks, and the opportunities and challenges of the county market coexist. This paper systematically summarizes the connotation and evolution process of the banking marketing theory. Based on the analysis of the current academic research on the marketing of county commercial banks, this paper takes the branch of NY Bank of Jiaozhou City as an example, from the aspects of the construction of marketing system, the implementation of marketing strategy, and the allocation of marketing personnel. This paper analyzes the current situation of the sub-branch in the county market marketing from the market share, and analyzes the branch comprehensively by introducing the model. Through the PEST model, it studies the macro political, economic and social environment of the commercial banking industry; This paper analyzes the competitive environment in the current commercial bank market through the five-force model, studies the strengths and weaknesses, opportunities and threats faced by NY Bank in detail through the SWOT model. On the basis of the above analysis, this paper analyzes the business concept, customer management, This paper analyzes the reform of marketing strategy implemented by NYBank Jiaozhou Branch in recent years from the point of view of characteristic products and personnel training. This paper makes a preliminary evaluation on the achievements of the reform measures. And summarizes the successful experience and shortcomings of NY Bank in marketing. Finally, this paper combines various factors in the county market, from the strategic concept, customer management, product innovation, Five aspects of human resource management and system put forward some countermeasures and suggestions to optimize the marketing of county commercial banks, and also hope to provide some ideas for commercial banks to enhance the coverage of county financial products and strengthen the level of financial services.
【学位授予单位】：青岛大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F274;F832.33

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