天津津南村镇银行营销策略研究

发布时间：2018-05-16 00:08

本文选题：村镇银行 + 营销策略　；参考：《天津商业大学》2017年硕士论文

【摘要】：在国家大力发展三农的大前提下,农村金融也相应的得到高度重视及相关政策的扶持。我国村镇银行近几年发展迅猛,既有诸多机遇,又面临残酷挑战。而当前,随着金融市场的进一步开放,农村金融市场紧随其后;利率市场化进程的逐步完善,同业竞争的愈演愈烈,天津津南村镇银行的经营环境越来越恶劣。天津津南村镇银行不管从哪方面来讲,都是银行业众多巨轮中的一只小船,在金融风暴中,随时都面临着巨大的风险。天津津南村镇银行要想在恶劣的市场环境中取得优势,学习并应用先进的市场营销策略则显得尤为重要,其过程对天津津南村镇银行来说既有指导作用,也有战略意义。首先,本文简要概述了应用到的基础理论,包括市场营销相关理论、银行营销相关理论以及SWOT分析的概念。其次,本文运用SWOT分析法对天津津南村镇银行开展市场营销的内部环境即自身的优势和劣势、外部环境即机会和威胁进行了详细的分析。通过分析,发现天津津南村镇银行应对外部机会和威胁、解决劣势的能力一般,而利用自身优势的水平较高。根据天津津南村镇银行所处环境,构建出SWOT矩阵模型,并给出运用决策效率高的优势,去主动抓取外部机遇;利用发起行经验,根据自身情况制定金融产品和服务,以此来抵御威胁等策略建议。再次,本文对天津津南村镇银行的产品、价格、渠道、促销、人员、有形展示及过程等7大要素进行了分析,并从中发现该银行产品单一、服务缺乏创新、渠道过于注重面对面营销、忽视了广告促销的重要性、人员岗位配置不合理、硬件设施更新慢等一系列问题。最后,通过切实的研究,本文对天津津南村镇银行的营销策略给出了利用“创新+借鉴”的产品开发模式、差异化的策略、综合定价、金融服务站为主的新渠道、提升认知度的广告策略、“以人为本”的员工策略、强化基础设施建设、强化服务具象化和强调反馈的过程等营销策略组合等符合实际情况、适应市场的建议,而且也提出了一些建议实施的保障措施。本文的最终期望是对天津津南村镇银行的市场营销策略起到一定的实际指导作用。同时,本文还提出了自身的不足之处,并期望在以后的工作生活中进行更深层次的研究。
[Abstract]:Under the premise of vigorously developing agriculture, rural areas and farmers, rural finance has been attached great importance and supported by relevant policies. Our country village bank develops rapidly in recent years, not only has many opportunities, but also faces the cruel challenge. At present, with the further opening of the financial market, the rural financial market is closely followed; the interest rate marketization process is gradually improved, the competition between the same industry is becoming more and more fierce, Tianjin Jinnan Village Bank's operating environment is getting worse and worse. Tianjin Jinnan Village Bank, in any way, is a small boat among many huge ships in the banking industry, and it faces great risks at any time in the financial turmoil. If Tianjin Jinnan Village Bank wants to gain advantages in the bad market environment, it is particularly important to learn and apply advanced marketing strategies. The process of this process has both guiding role and strategic significance for Tianjin Jinnan Village and Town Bank. First of all, this paper briefly summarizes the applied basic theories, including marketing related theory, bank marketing related theory and SWOT analysis concept. Secondly, this paper makes a detailed analysis of the internal environment of Tianjin Jinnan Village Bank, that is, its own strengths and weaknesses, and the external environment, namely, opportunities and threats, by using the SWOT analysis method. Through the analysis, it is found that Tianjin Jinnan Village and Town Bank is generally capable of dealing with external opportunities and threats and solving disadvantages, while the level of utilizing its own advantages is relatively high. According to the environment of Tianjin Jinnan Village and Town Bank, the SWOT matrix model is constructed, and the advantage of high decision-making efficiency is given to actively seize external opportunities, and financial products and services are formulated according to their own situation. In order to resist threats and other strategic recommendations. Thirdly, this paper analyzes the products, prices, channels, sales promotion, personnel, tangible display and process of Tianjin Jinnan Village Bank, and finds that the bank has a single product and a lack of service innovation. The channel pays too much attention to face marketing, neglects the importance of advertising promotion, unreasonable staffing, slow hardware update and so on. Finally, through the practical research, this paper gives the new channel of the Tianjin Jinnan Village Bank's marketing strategy, which uses the "innovation and reference" product development model, the differentiation strategy, the comprehensive pricing, the financial service station as the main channel. Advertising strategies to enhance awareness, "people-oriented" employee strategies, strengthening infrastructure construction, strengthening the mix of marketing strategies such as service representativeness and the process of emphasizing feedback are in line with the actual situation and adapt to market recommendations. And also put forward a number of recommendations to implement the safeguards. The final expectation of this paper is to play a practical guiding role in the marketing strategy of Tianjin Jinnan Village Bank. At the same time, this paper also puts forward its own shortcomings, and expects to carry out further research in the future working life.
【学位授予单位】：天津商业大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F832.35;F274

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