长沙金星建行城镇化建设贷款市场拓展策略研究
发布时间：2019-05-07 11:42
【摘要】：随着国家城镇化建设进程的加快，城镇化建设已成为长沙市及所辖县(市区)经济发展的重要方面。银行作为资金融通的重要渠道，在城镇化建设过程中发挥着举足轻重的作用。因此，探索适合长沙金星建行城镇化建设贷款的市场营销之路，制定切实可行的长沙金星建行城镇化贷款市场拓展策略具有重要意义。 本文以市场营销和金融生态学等相关理论为基础，，首先利用SWOT模型，对长沙金星建行城镇化建设贷款的市场拓展环境进行全面分析，并针对长沙金星建行面临的市场机会及威胁、自身竞争优势及劣势，提出市场拓展的战略目标。然后通过目标市场细分与市场定位，从经营策略、产品策略、渠道策略、定价策略和风险策略等5个维度，制定城镇化建设贷款市场拓展战略。最后从步骤、保障和效果出发，探讨上述市场拓展策略的实施问题。 城镇化建设贷款是一项特殊的金融产品，其市场拓展也是一项系统性工程，必须注重与长沙金星建行的总体发展目标相适应，与内外部金融环境相适应。同时，市场拓展过程中的各种策略组合、运用也是灵活多变的，必须与市场相适应。本文在提高长沙金星建行市场拓展策略水平、扩大市场份额、提升核心竞争力、实现可持续发展等方面提供了思路。
[Abstract]:With the acceleration of the process of national urbanization, urbanization has become an important aspect of the economic development of Changsha and the counties (urban areas) under its jurisdiction. As an important channel of financing, banks play an important role in the process of urbanization construction. Therefore, it is of great significance to explore the way of marketing suitable for Changsha Venus Construction Bank's urbanization loan and to formulate a feasible market expansion strategy for Changsha Venus Construction Bank's urbanization loan. Based on the related theories of marketing and financial ecology, this paper firstly makes a comprehensive analysis of the market development environment of the urbanization construction loan of Jinxing Construction Bank in Changsha by using the SWOT model. Aiming at the market opportunities and threats, competitive advantages and disadvantages of Changsha Venus Construction Bank, this paper puts forward the strategic goal of market expansion. Then through the target market segmentation and market positioning, from the five dimensions of management strategy, product strategy, channel strategy, pricing strategy and risk strategy, to formulate the urbanization construction loan market expansion strategy. Finally, from the steps, guarantees and effects, the implementation of the above-mentioned market expansion strategy is discussed. Urbanization construction loan is a special financial product, its market expansion is also a systematic project, we must pay attention to adapt to the overall development goal of Changsha Venus Construction Bank, and adapt to the internal and external financial environment. At the same time, the combination of various strategies in the process of market expansion is flexible and changeable, and must be adapted to the market. This paper provides some ideas on how to improve the market expansion strategy, expand the market share, enhance the core competitiveness and realize sustainable development of Venus Construction Bank in Changsha.
【学位授予单位】：湖南大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F832.4
本文编号：2471048
[Abstract]:With the acceleration of the process of national urbanization, urbanization has become an important aspect of the economic development of Changsha and the counties (urban areas) under its jurisdiction. As an important channel of financing, banks play an important role in the process of urbanization construction. Therefore, it is of great significance to explore the way of marketing suitable for Changsha Venus Construction Bank's urbanization loan and to formulate a feasible market expansion strategy for Changsha Venus Construction Bank's urbanization loan. Based on the related theories of marketing and financial ecology, this paper firstly makes a comprehensive analysis of the market development environment of the urbanization construction loan of Jinxing Construction Bank in Changsha by using the SWOT model. Aiming at the market opportunities and threats, competitive advantages and disadvantages of Changsha Venus Construction Bank, this paper puts forward the strategic goal of market expansion. Then through the target market segmentation and market positioning, from the five dimensions of management strategy, product strategy, channel strategy, pricing strategy and risk strategy, to formulate the urbanization construction loan market expansion strategy. Finally, from the steps, guarantees and effects, the implementation of the above-mentioned market expansion strategy is discussed. Urbanization construction loan is a special financial product, its market expansion is also a systematic project, we must pay attention to adapt to the overall development goal of Changsha Venus Construction Bank, and adapt to the internal and external financial environment. At the same time, the combination of various strategies in the process of market expansion is flexible and changeable, and must be adapted to the market. This paper provides some ideas on how to improve the market expansion strategy, expand the market share, enhance the core competitiveness and realize sustainable development of Venus Construction Bank in Changsha.
【学位授予单位】：湖南大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F832.4
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