宁夏银行西安分行营销策略研究

发布时间：2018-03-12 19:47

本文选题：银行　切入点：营销策略　出处：《西北大学》2016年硕士论文　论文类型：学位论文

【摘要】：我国自上世纪70年代末开始进入社会主义改革发展时期,在经过三十多年的改革开放以后,随着我国经济的迅猛发展,人民的物质生活生平日益提高,居民的整体收入也发生了翻天覆地的变化。居民个人资产的迅速增加使得他们对资产的保值增值需求日益旺盛。随着近些年来我国经济的逐渐放缓、股市、房地产行业开始逐渐软着陆,居民的投资已经逐渐开始从这些行业中撤离出来,在这一时期,如何寻找更好的个人理财手段和途径,使其资产达到保值增值的目的,是当前我国居民普遍关注的问题。银行产品作为一个全新的、风险较小的理财途径,开始逐渐走入公众视野。另一方面,随着我国对外改革开放的不断深入,我国银行正面临着严峻的生存压力,尤其是外资银行进入我国以后,我国银行业务及市场都受到很大威胁。在这种大的环境背景下,如何将银行的业务有效的开展开来,尤其是银行在营销策略方面进行改进,对银行的生存和发展都具有非常重要的意义。基于此,以宁夏银行西安分行作为研究对象,通过对该银行在在营销策略及市场营销策略的现状进行研究,找出当前该银行在营销策略方面存在的问题,并针对当前的问题结合银行的发展实际,提出相应的改进意见。在对国内外银行营销策略和营销研究的基础上,对宁夏银行西安分行的实际情况以及当前的个人理财产品进行了概述,通过深入宁夏银行西安分行内部了解宁夏银行西安分行的营销现状,并指出当前银行在营销策略、产品设计、人员配备以及广告方面存在着较大问题。根据当前的实际环境采用PEST分析方法和SWOT分析方法对宁夏银行西安分行的市场营销环境进行了全面的分析,同时还从市场需求方面和竞争对手方面对所处的外部环境展开了详细的分析归纳。从而,根据宁夏银行西安分行市场营销存在的问题,结合目前所处的外部市场环境,从产品策略、渠道策略、市场策略、促销策略、以及服务过程策略等进行市场营销策略的重新构建。为了确保营销策略的顺利推行,从人才、制度和资金三方面采取保障性措施,以确保营销策略的顺利实施并取得预期效果。宁夏银行西安分行要想在市场竞争中存活并发展下来,就必须要正确的运用各种市场营销策略,全面提高宁夏银行西安分行的营销能力和水平,全面开拓现有市场,获取竞争优势。
[Abstract]:In China since the last century at the end of 70s began to enter the period of reform and development of socialism, after thirty years of reform and opening up, with the rapid development of China's economy, people's material life life is increasing, the overall income of the residents also happened to turn the world upside down changes. Rapid increase of residents personal assets allows them to increase the value of assets with the increasing demand. A gradual slowdown of the economy of our country stock market in recent years, the real estate industry began to gradually soft landing, the residents' investment have been gradually evacuated from these industries, in this period, how to search for personal financial means and ways to make it better, achieve the purpose of increasing the value of assets, is the general attention of the residents in our country. Banking products as a new way of financing, risk small, gradually into public view. On the other hand, along with me The deepening of China's reform and opening up, China's banks are facing great pressure for survival, especially after the entry of foreign banks in China, China's banking business and market are also threatened. In this environment, how to effectively carry out the business of the bank to open, especially the improvement in bank marketing strategy, it is very important to the survival and development of the bank. Based on this, the Bank of Ningxia Xi'an branch as the research object, through the research on the status quo of the marketing strategy and marketing strategy of the bank, the bank to find out the current problems in the marketing strategy, and combined with the actual development of banks in view of the current problems, puts forward corresponding improvement suggestions. Based on the domestic and foreign bank marketing strategy and Research on the actual situation of the Bank of Ningxia Xi'an branch and the current Personal financial products are summarized, through the marketing situation of Xi'an branch of the Bank of Ningxia deeply understand internal Ningxia bank Xi'an branch, and pointed out that the banks in the marketing strategy, product design, staffing and advertising there is a big problem. According to the actual environment the use of PEST analysis and SWOT analysis of the Ningxia branch of Bank of Xi'an market the marketing environment is analyzed. At the same time, also from the market demand and competition of the external environment on the detailed analysis. Then, according to the Ningxia bank Xi'an branch marketing problems, combined with the current of the external market environment, from product strategy, channel strategy, marketing strategy, sales promotion strategy and service process strategy re build marketing strategy. In order to ensure the smooth implementation of the marketing strategy, from the talent, The capital system and the three aspects to take security measures, to ensure the smooth implementation of the marketing strategy and achieved the desired results. The Bank of Ningxia Xi'an branch to market competition in the survival and development, it is necessary to correctly use all kinds of marketing strategies, improve marketing ability and level of the Bank of Ningxia Xi'an branch, to fully explore the existing the market competitive advantage.

【学位授予单位】：西北大学
【学位级别】：硕士
【学位授予年份】：2016
【分类号】：F274;F832.33

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