BC银行沈阳分行个人金融业务营销策略研究

发布时间：2019-01-08 13:34

【摘要】：在我国金融体制改革进一步深入、经济的下行压力不断增大的背景下,产能过剩行业经营状况愈发艰难、利率市场化改革进程加快,加之互联网金融的冲击等因素的影响下,商业银行面临的巨大挑战,2015年,国有四大银行利润增速近乎零增长,为商业银行敲响了警钟,同时,银行业还面临着盈利能力大幅下降、不良贷款增速加快、人力资源外流等问题。因此,充分深刻认识市场营销策略的重要性,加大营销策略制定和实施的力度,改善当前营销策略中存在的问题已是当务之急。近年来,随着个人金融业务占商业银行业务比重的不断上升,对个人金融业务营销策略的研究就显得尤为重要。本文主要以7P营销理论为理论基础,基于BC银行沈阳分行个人金融业务现状,对比沈阳地区银行同业个人金融业务情况,剖析BC银行沈阳分行个人金融业务营销策略中存在的产品、价格、服务人员等方面的问题,深入挖掘这些问题产生的原因,借鉴花旗、招商银行业个人金融业务营销实践中的成功案例和经验,完善当前个人金融业务营销策略的不足,提出了建立长效营销策略,优化内部管理结构,建立有效的人力资源机制等建议,为BC银行沈阳分行个人金融业务下一步的营销与发展提供新的思路,使其能够更大程度的占有个人金融业务市场份额,更有效地推动其可持续发展。
[Abstract]:Under the background of further deepening of China's financial system reform and increasing downward pressure on the economy, the overcapacity industry is becoming increasingly difficult, the interest rate marketization reform process is accelerating, and the impact of Internet finance and other factors. The huge challenge facing commercial banks is that in 2015, the profit growth rate of the four major state-owned banks was nearly zero, which sounded the alarm for commercial banks. At the same time, the banking industry is also facing a sharp decline in profitability, and the growth rate of non-performing loans is accelerating. Human resources outflow and other problems. Therefore, it is urgent to fully understand the importance of marketing strategy, strengthen the establishment and implementation of marketing strategy, and improve the problems existing in the current marketing strategy. In recent years, with the increasing proportion of personal financial business in commercial bank business, the study of personal financial business marketing strategy is particularly important. Based on the 7P marketing theory and the current situation of personal finance business in Shenyang Branch of BC Bank, this paper compares the situation of individual financial business in Shenyang area. This paper analyzes the problems existing in the marketing strategy of personal financial business of Shenyang Branch of BC Bank, such as product, price, service personnel, etc., and deeply excavates the causes of these problems, and draws lessons from Citi. The successful cases and experiences in the marketing practice of personal financial business of China Merchants Bank, and the shortcomings of the current marketing strategies of personal financial business, are put forward to establish a long-term marketing strategy and optimize the internal management structure. The establishment of effective human resource mechanism provides new ideas for the further marketing and development of personal financial business in Shenyang Branch of BC Bank, so that it can occupy the market share of personal financial business to a greater extent. To promote its sustainable development more effectively.
【学位授予单位】：沈阳理工大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F832.2;F274

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