吉林市建行珲春中街支行营销策略研究

发布时间：2018-01-02 00:00

本文关键词：吉林市建行珲春中街支行营销策略研究　出处：《吉林大学》2015年硕士论文　论文类型：学位论文

【摘要】：2013年《中国银行业实施新监管标准指导意见》正式实施，新监管标准要求的新资本充足率标准使银行面临长期的资本补充压力，流动性监管标准促进了银行业务转型，，拨备率和杠杆率监管标准抑制了商业银行的信贷扩张冲动。在此背景下许多中小股份制银行纷纷寻求改革创新，不断地完善和强化自身的服务制定营销策略，整个金融市场的竞争压力在不断增强。另外，随着我国利率市场化的不断推进，各行在存贷款市场上利率的自主定价权无形中增添了城乡行和中小股份制商业银行与国有商业银行抗衡的筹码。在其他金融产品不断趋同的今天，国有商业银行必须深化营销理念的理解、加大营销实践力度，以提升自身核心竞争力，在市场竞争中保持不败之地。具体到支行层面上也应当积极思索，寻找出适合自身发展的道路，建立起切实可行的营销策略。本研究对建行珲春中街支行所处的宏观的政治经济环境、中观的区域产业环境和微观的企业内部环境进行了分析和总结，详述了其营销现状和存在的问题，并设计了有针对性的营销策略方案。首先，在为期两个月的筹备和近三个月的试营业中，我行对潜在客户、现有客户等不同群体发放了调查问券进行了综合调研后，做出了该行在营销管理实践中存在的产品辨识度低、促销不足、战略合作品牌控制力弱、市场认知度低和有效客户储备不足的主要结论。其次，结合文献研究和相关学术研究的成果，以定性分析为基础，运用PEST模型对研究对象所处的宏观环境进行了分析和总结，研究对象的政治、社会环境整体向好但经济下行趋势明显，在互联网、云计算等现代技术高速发展的今天，各家商业银行产品同质化现象明显；运用波特五力模型工具对研究对象所处的中观产业环境进行了分析和总结，研究对象的替代品存在较大威胁，货币基金、基金定投和人民币理财产品等对银行负债类产品的替代度较高；对人力、组织、技术等企业内部环境要素进行了分析和总结。再次，依据内外环境分析的结果，以定量分析为基础，运用STP模型对研究对象所在市场进行细分、目标市场选择和定位，最终定位于助力优质中小企业发展和做财富成长、成熟期的个人客户的管家。最后，结合实践工作中在其他网点遇到的营销和管理方面的问题提炼出其中值得建行珲春中街支行借鉴、学习的成功经验，针对优质的中小企业和财富成长、成熟期的个人客户，系统提出优化该行营销策略的对策设计，完成了论文的研究目的。研究旨在进一步探索和优化适合建行珲春中街支行发展的营销策略。
[Abstract]:In 2013, the guidance on the implementation of the new supervision standards for China's banking industry was formally implemented. The new capital adequacy standards required by the new standards made banks face long-term capital replenishment pressure. Liquidity regulatory standards promote the transformation of banking business, and the regulatory standards of reserve and leverage ratio inhibit the credit expansion impulse of commercial banks. In this context, many small and medium-sized joint-stock banks have sought reform and innovation. Constantly improve and strengthen their own services to formulate marketing strategies, the entire financial market competition pressure is constantly increasing. In addition, with the interest rate marketization in China continues to promote. In the deposit and loan market, the independent pricing power of interest rate increases the bargaining chips between urban and rural banks and small and medium-sized joint-stock commercial banks and state-owned commercial banks. Today, other financial products continue to converge. State-owned commercial banks must deepen the understanding of marketing concepts, increase marketing practice, in order to enhance their core competitiveness and maintain an invincible position in the market competition. To find a suitable way for their own development, to establish a viable marketing strategy. This study analyzes and summarizes the macro political and economic environment, the regional industrial environment and the micro enterprise internal environment of the Hunchun Central Street Branch of CCB, and details its marketing status and existing problems. And has designed the targeted marketing strategy plan. First of all, in the two months of preparation and nearly three months of trial business, our bank issued a comprehensive survey of potential customers, existing customers and other groups of different groups. The main conclusions are: low product identification, insufficient sales promotion, weak control of strategic cooperative brand, low market awareness and insufficient effective customer reserve in the practice of marketing management. Secondly, combined with literature research and related academic research results, on the basis of qualitative analysis, using the PEST model to analyze and summarize the macro environment of the research object, the political research object. The social environment as a whole is good, but the economic downward trend is obvious, in the Internet, cloud computing and other modern technology rapid development today, the commercial bank products homogenization phenomenon is obvious; This paper analyzes and summarizes the meso industrial environment of the research object by using the Porter five Force Model tool. The alternatives of the research object have a great threat, and the Monetary Fund. The substitution degree of fund investment and RMB financial products to bank debt products is higher; Human, organization, technology and other internal environmental elements of the enterprise were analyzed and summarized. Thirdly, according to the results of internal and external environment analysis, based on quantitative analysis, the STP model is used to subdivide the market of the research object, and the target market is selected and positioned. Ultimately positioning in helping high-quality small and medium-sized enterprises to develop and do wealth growth, mature personal customer housekeeper. Finally, combined with the practical work in other outlets encountered in marketing and management problems, which is worthy of Hunchun Central Street Branch of China Construction Bank to learn from the successful experience, aimed at high-quality SMEs and wealth growth. In the mature period, the author puts forward the countermeasure design of optimizing the marketing strategy of the bank, and completes the research purpose of the thesis. The purpose of the research is to further explore and optimize the marketing strategy suitable for the development of Hunchun Central Street Branch of CCB.
【学位授予单位】：吉林大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F832.33;F274

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