大连浦发银行信贷业务市场营销战略研究

发布时间：2018-03-18 02:19

本文选题：浦发银行大连分行　切入点：信贷业务　出处：《大连理工大学》2014年硕士论文　论文类型：学位论文

【摘要】：随着经济的增长,银行在消费者生活中所占的位置越来越重要,而且银行对于国家的发展也起着非常重要的作用。商业银行是一种以营利为目的的商业组织,目前信贷业务是商业银行获取利润的主要来源,由于对外开放与市场经济的逐步深化,银行之间的竞争逐步激烈。本文以大连浦发银行作为研究对象,针对大连浦发银行目前的信贷业务营销现状而分析研究。本文主要包括五个部分。第一部分是问题的提出,阐述了信贷业务对大连浦发银行营利的重要性,指出本文为在制定信贷业务营销战略和具体策略的思路,是具有非常重要的意义的,并提出了本文的研究思路和技术路线。第二部分介绍了大连浦发银行信贷业务的营销情况,包括：大连浦发银行的基本情况、信贷业务的发展现状及问题。第三部分分析了影响大连浦发银行信贷业务营销环境的因素,从宏观环境要素和微观环境要素两个方面来进行分析。第四部分为结合以上分析,利用市场细分、细分市场的选择和市场定位这个步骤来制定大连浦发银行信贷业务的营销战略。第五部分为根据上文提出的营销战略来制定具体的营销策略来实现银行的利润增长。本文的重点是为大连浦发银行制定出符合其发展远景的、可以实现利润增长的信贷业务的营销战略,希望能够对大连浦发银行有一定的借鉴意义,并对其他银行在遇到其他类似问题时提供一些解决思路。
[Abstract]:As the economy grows, banks play a more and more important role in consumer life, and banks also play a very important role in the development of the country. Commercial banks are a commercial organization for profit. At present, credit business is the main source of profit for commercial banks, and the competition between banks is gradually fierce due to the opening to the outside world and the deepening of market economy. This paper takes Dalian Pudong Development Bank as the research object, and analyzes and studies the present situation of the credit business marketing of Dalian Pudong Development Bank. This paper mainly includes five parts. The first part is the raising of the question. This paper expounds the importance of credit business to the profit of Dalian Pudong Development Bank, and points out that this paper is of great significance in formulating the marketing strategy and specific strategy of credit business. The second part introduces the marketing situation of the credit business of Dalian Pudong Development Bank, including: the basic situation of Dalian Pudong Development Bank. The third part analyzes the factors that affect the marketing environment of the credit business of Dalian Pudong Development Bank, and analyzes the macro-environmental factors and micro-environmental elements. Part 4th is the combination of the above analysis. Using market segmentation, The step of market segmentation and market orientation is to formulate the marketing strategy of the credit business of Dalian Pudong Development Bank. Part 5th is to formulate specific marketing strategies according to the above mentioned marketing strategies to achieve the bank's profit growth. The focus of this paper is to draw up a marketing strategy for Dalian Pudong Development Bank, which accords with its development perspective and can achieve profit growth. I hope it can be used for reference by Dalian Pudong Development Bank. And other banks in the face of other similar problems to provide some solutions.
【学位授予单位】：大连理工大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F832.4

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