ZX银行郑州分行公司业务市场营销策略优化研究

发布时间：2019-06-10 07:56

【摘要】：公司业务是商业银行最为传统的业务板块之一,而其市场的拓展和发展状况,则直接决定了商业银行在不断扩大经营规模时的盈利能力和可持续发展能力。ZX银行郑州分行作为一家股份制商业银行,有着比较科学的公司管理结构以及良好的业务基础,虽然近年来ZX银行郑州分行紧跟中原经济区建设发展浪潮,不断开拓进取,创新求变,加快经营转型,提升管理水平,保持各项业务的快速健康发展,但是在对公业务的市场拓展方面面对日益激烈的市场竞争,科学制定适合银行自身实际的对公业务市场营销优化战略依然紧迫,任重而道远。现代市场营销理论是论文研究的基础,在这个过程中,从外部环境到内部经营情况等各类因素入手,根据当代市场营销理论,结合该行公司业务实践进行外部和内部环境分析,论文在阐述ZX银行和郑州分行基本概况的基础上,着重分析了直接影响ZX银行郑州分行公司业务发展所面临的宏观经济环境和区域经济环境、金融政策、客户资源和区域同业竞争对银行营销影响等现实问题。通过分析合我国宏观经济环境和金融环境的变化,以及银行业发展现状和未来趋势,结合银行公司业务发展现状及存在的问题进行了剖析,在目前不断深化改革的金融市场环境下,伴随利率市场化发展、互联网金融的快速扩长,商业银行面临严峻的挑战。ZX银行郑州分行的公司业务能够积极应对市场变化取得了一定发展,但是依然存在现有市场及公司业务结构不尽合理、营销及盈利模式较为传统、产品不够丰富创新、营销队伍竞争力等问题,在公司业务发展营销策略上结合市场营销理论分析ZX银行郑州分行的市场细分、目标市场及市场地位,确定优先发展的行业及客户,如现代服务业、城镇化建设、战略新兴产业等重点方向的客户,在客户结构上形成“橄榄型”客户结构,并结合市场营销理论主要在产品、产品定价、分销渠道、促销等方面提出了优化策略,包括要加强产品创新、实现金融产品多元化、施行差异化产品政策、促进业务转型、建立多层营销、全方位促销渠道等,同时提出在组织建设、营销队信息系统等方面促进业务发展的保障措施。
[Abstract]:The business of the company is one of the most traditional business sectors of commercial banks, and the expansion and development of its market, As a joint-stock commercial bank, Zhengzhou Branch of ZX Bank, as a joint-stock commercial bank, has a relatively scientific corporate management structure and a good business foundation. Although in recent years, Zhengzhou Branch of ZX Bank has kept up with the tide of construction and development of the Central Plains Economic Zone, constantly pioneering and enterprising, innovating and seeking change, speeding up business transformation, improving management level, and maintaining the rapid and healthy development of various businesses. However, in the face of increasingly fierce market competition in the market development of public business, it is still urgent to formulate scientifically the marketing optimization strategy for public business, which is suitable for the reality of the bank itself, and there is a long way to go. Modern marketing theory is the basis of this paper. In this process, from the external environment to the internal business situation and other factors, according to the contemporary marketing theory, combined with the business practice of the bank, the external and internal environment analysis, On the basis of expounding the basic situation of ZX Bank and Zhengzhou Branch, this paper focuses on the macroeconomic environment, regional economic environment and financial policy that directly affect the business development of Zhengzhou Branch of ZX Bank. Customer resources and regional peer competition on the impact of bank marketing and other practical issues. Based on the analysis of the changes of macroeconomic environment and financial environment in China, as well as the present situation and future trend of banking industry, this paper analyzes the present situation and existing problems of the business development of banking companies. In the current financial market environment of deepening reform, with the development of interest rate marketization, the rapid expansion of Internet finance, Commercial banks are facing severe challenges. The business of Zhengzhou Branch of ZX Bank has made some progress in actively coping with the changes in the market, but there is still an unreasonable market and corporate business structure, and the marketing and profit model is more traditional. Products are not rich in innovation, marketing team competitiveness and other issues, in the company's business development marketing strategy combined with marketing theory to analyze the market segmentation, target market and market position of Zhengzhou Branch of ZX Bank. To determine the priority industries and customers, such as modern service industry, urbanization construction, strategic emerging industries and other key directions of customers, in the customer structure to form an "olive" customer structure, and combined with marketing theory mainly in the product, The optimization strategies of product pricing, distribution channels and promotion are put forward, including strengthening product innovation, realizing diversification of financial products, implementing differentiated product policies, promoting business transformation, establishing multi-tiered marketing, omni-directional promotion channels, and so on. At the same time, the paper puts forward the safeguard measures to promote the business development in the aspects of organization construction, marketing team information system and so on.
【学位授予单位】：郑州大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F832.2;F274

【参考文献】