X银行南京分行国际业务营销策略研究

发布时间：2018-08-24 11:17

【摘要】：得益于经济和商业银行自身的全球化发展,国际业务越来越成为商业银行的重要业务板块,在商业银行发展过程中的重要作用愈加凸显。国际业务的规模和盈利水平高低等成为衡量商业银行国际化的重要指标,如何适应新形势下的要求,结合自身情况构建合理有效的国际业务营销模式,为客户提供更加全面的服务,提高市场占有率,是各大商业银行都亟待解决的问题。本文以商业银行国际业务市场营销为研究对象,通过回顾市场营销领域经典理论和国内外相关文献,以7P营销组合理论为基础,分析了X银行南京分行国际业务市场营销现状,分析表明,X银行南京分行存在市场定位不清晰、产品缺乏竞争力、营销渠道不畅及缺乏整合营销意识的问题,在借鉴国内外银行同业经验的基础上,结合7P营销理论,从产品(Product)、价格(Price)、促销(Promotion)、渠道(Place)、人员(People)、过程(Process)、服务环境(Physical Evidence)方面提出了相应的建议,包括加强产品创新、加大联动营销、强化考核激励机制、加强风险控制和建设有竞争力的营销队伍等具体建议。
[Abstract]:Thanks to the globalization of economic and commercial banks, international business has become an important business sector of commercial banks, which plays an increasingly important role in the development of commercial banks. The scale and profit level of international business have become an important index to measure the internationalization of commercial banks. How to adapt to the requirements of the new situation, and how to build a reasonable and effective international business marketing model combined with its own situation, To provide customers with more comprehensive services and increase market share is an urgent problem to be solved by major commercial banks. This paper takes the international business marketing of commercial banks as the research object, through reviewing the classical theories in the field of marketing and related literature at home and abroad, and based on the 7P marketing combination theory, analyzes the current situation of the international business marketing of X Bank Nanjing Branch. The analysis shows that the Nanjing Branch of X Bank has some problems, such as unclear market positioning, lack of competitiveness of products, lack of marketing channels and lack of integrated marketing consciousness. Based on the experience of domestic and foreign banks, the paper combines the 7P marketing theory. This paper puts forward corresponding suggestions from the aspects of (Product), price (Price), promotion (Promotion), channel (Place), staff (People), process (Process), service environment (Physical Evidence), including strengthening product innovation, increasing linkage marketing, strengthening examination incentive mechanism. Strengthen risk control and build competitive marketing team and other specific suggestions.
【学位授予单位】：南京师范大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F832.2

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