吉林银行长春一汽支行营销策略研究

发布时间：2018-05-03 15:04

本文选题：城市商业银行 + 营销策略　；参考：《吉林大学》2014年硕士论文

【摘要】：2013年起，中国版“巴塞尔协议Ⅲ”正式实施，即《中国银行业实施新监管标准指导意见》，这确立了中国银行业实施新监管标准的政策框架。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。我国股份制商业银行业面临着日益刚性的监管约束，这是巨大的挑战，尤其是对于资金规模有限、品牌价值偏低、管理手段单一的城市商业银行。要想稳定、持续、健康发展，拓宽资本补充渠道，促使经营模式转型，城市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，在市场竞争中占据一席之地。在城市商业银行整体规模小、品牌号召力偏低、渠道优势不明显、资源结构失衡和银行界对优质资源积极抢夺的现状下，本研究对吉林银行长春一汽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，在对潜在客户、现有客户等不同群体进行了一月余的综合调研后，结合第三方提供的数据和部分反馈报告，做出了该行在营销管理实践中存在的品牌价值量低、渠道控制力弱、促销机制落后和服务有效率低的主要结论。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、经济和社会环境整体向好，技术环境中存有隐忧，传统银行业在很长时间内积累起来的竞争优势在现代技术之下，可以很快就被竞争对手超越；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，银行脱媒威胁较大；运用战略资源模型对人力、财务、物资、组织、技术和商誉等企业内部环境要素进行了分析和总结，研究对象商誉的资源性价值有一定的提高空间。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，最终定位于做财富成长期的单位客户的贵人和财富成熟期的个人客户的管家。最后，结合香港恒生银行上海分行、招商银行银行卡部、汇丰村镇银行等优秀金融服务机构的运作理念和方式，提炼出其中值得吉林银行长春一汽支行借鉴、学习的成功经验，针对财富成长期的单位客户和财富成熟期的个人客户，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股份制商业银行发展的营销策略，为城市商业银行在树立品牌形象、强化渠道建设、优化促销机制和加强有形展示与过程管理等四个方面提供一些思路和建议。
[Abstract]:Since 2013, the Chinese version of the "Basel Agreement III" was formally implemented, that is, the guidelines for the implementation of new regulatory standards in China's banking industry, which establishes the policy framework for the implementation of new regulatory standards in the Chinese banking industry. The new standard of capital adequacy requirements for the new regulatory standards makes banks face long-term capital replenishment pressures, and liquidity regulatory standards have promoted silver. China's joint-stock commercial banks are faced with increasingly rigid regulatory constraints. This is a huge challenge, especially for the limited size of funds, low brand value, and a single management of urban commercial banks. The city commercial bank must deepen the understanding of the marketing concept and increase the marketing practice, in order to enhance its core competitiveness and occupy a place in the market competition.
With the small scale of urban commercial banks, low brand appeal, unobvious channel advantages, unbalance of resources structure and the active snatching of high quality resources by the bank, this study has divided the macro political and economic environment, the meso regional industrial environment and the micro enterprise internal environment of the Changchun FAW branch of the Bank of Jilin. Analysis and summary, detailed description of its marketing status and existing problems, and design a targeted marketing strategy.
First, after a month of comprehensive survey of different groups, such as potential customers and existing customers, combined with the data provided by the third parties and some feedback reports, the bank has made the main conclusion that the bank has low brand value, weak channel control, low promotion mechanism and low service efficiency in marketing management practice.
Secondly, based on the results of literature research and related academic research, based on qualitative analysis, the PEST model is used to analyze and summarize the macro environment of the research object. The political, economic and social environment of the research object is better, there are some hidden worries in the technical environment, and the competitive advantage accumulated in the traditional banking industry for a long time. Under the modern technology, the competitor can be surpassed quickly by the competitor; the Potter five force model tool is used to analyze and summarize the medium view industrial environment of the research object. The substitute of the research object has a great threat. The money fund, the fund investment and the RMB financial products have a high substitution degree to the bank liability products. Bank disintermediation is a great threat, and the strategic resource model is used to analyze and summarize the internal environmental factors of human, financial, material, organization, technology and goodwill, and the resource value of the research object of goodwill has a certain space to improve.
Thirdly, based on the results of the internal and external environment analysis, based on the quantitative analysis, the STP model is used to subdivide the market of the research objects, the target market selection and the positioning, and ultimately the managers of the individual customers of the unit customers and the personal customers in the maturity period of wealth growth period.
Finally, combining the operation ideas and methods of Hongkong Hengsheng bank Shanghai branch, China Merchants Bank bank card department, HSBC village bank and other outstanding financial service institutions, this paper extracts the successful experience of learning from Changchun FAW branch of Jilin bank, which aims at the unit customers of wealth growth period and personal customers in the maturity period of wealth. The design of the strategy to optimize the marketing strategy of the bank has completed the research purpose of the paper.
The purpose of this study is to further explore and optimize the marketing strategies suitable for the development of joint-stock commercial banks, and provide some ideas and suggestions for the four aspects of urban commercial banks to establish brand image, strengthen channel construction, optimize promotion mechanism and strengthen tangible display and process management.

【学位授予单位】：吉林大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F832.33;F274

【参考文献】