本文選題：市場營銷　切入點：商業(yè)銀行　出處：《青島大學》2017年碩士論文　論文類型：學位論文

【摘要】：當前我國縣域金融市場呈現(xiàn)出復雜、多變的態(tài)勢,一方面縣域經(jīng)濟進入“新常態(tài)”,新型城鎮(zhèn)化建設、產(chǎn)業(yè)結構調整、利率市場化改革等系列政策影響著商業(yè)銀行業(yè)務發(fā)展,另一方面,民營資本進入銀行業(yè)、互聯(lián)網(wǎng)金融也在不斷沖擊傳統(tǒng)商業(yè)銀行的市場份額,縣域市場機遇和挑戰(zhàn)并存。本文系統(tǒng)的總結了銀行業(yè)市場營銷理論的內涵和演變過程,重點分析了當前學術界對縣域商業(yè)銀行市場營銷的研究成果。在此基礎上,以NY銀行膠州市支行為例,從營銷體系構建、營銷策略執(zhí)行、營銷人員配置、市場占有率等方面分析了該支行在縣域市場營銷上的現(xiàn)狀,并通過引入模型對該支行進行全面的分析:通過PEST模型研究了商業(yè)銀行業(yè)的宏觀政治、經(jīng)濟和社會環(huán)境;通過五力模型分析了當前商業(yè)銀行市場上競爭環(huán)境;通過SWOT模型詳細研究了NY銀行自身的優(yōu)勢和劣勢、面臨的機會和威脅。在以上分析的基礎上,本文從經(jīng)營理念、客戶管理、特色產(chǎn)品、人員培養(yǎng)等角度分析了NY銀行膠州市支行近年來實施的營銷策略變革。本文對改革措施的成果進行了初步評估,并總結了NY銀行在市場營銷方面成功的經(jīng)驗和存在的不足之處。最后,本文結合當前縣域市場上的各種影響因素,從戰(zhàn)略理念、客戶管理、產(chǎn)品創(chuàng)新、人力資源管理及系統(tǒng)五個方面對縣域商業(yè)銀行市場營銷的優(yōu)化提出了一些對策及建議,也希望為商業(yè)銀行提升縣域金融產(chǎn)品覆蓋,加強金融服務水平提供一點思路。
[Abstract]:At present, the county financial market of our country presents a complex and changeable situation. On the one hand, the county economy enters into the "new normal", the new urbanization construction, the adjustment of industrial structure, the market-oriented interest rate reform and other policies affect the development of commercial bank business. On the other hand, when the private capital enters the banking industry, the Internet finance is constantly attacking the market share of the traditional commercial banks, and the opportunities and challenges of the county market coexist. This paper systematically summarizes the connotation and evolution process of the banking marketing theory. Based on the analysis of the current academic research on the marketing of county commercial banks, this paper takes the branch of NY Bank of Jiaozhou City as an example, from the aspects of the construction of marketing system, the implementation of marketing strategy, and the allocation of marketing personnel. This paper analyzes the current situation of the sub-branch in the county market marketing from the market share, and analyzes the branch comprehensively by introducing the model. Through the PEST model, it studies the macro political, economic and social environment of the commercial banking industry; This paper analyzes the competitive environment in the current commercial bank market through the five-force model, studies the strengths and weaknesses, opportunities and threats faced by NY Bank in detail through the SWOT model. On the basis of the above analysis, this paper analyzes the business concept, customer management, This paper analyzes the reform of marketing strategy implemented by NYBank Jiaozhou Branch in recent years from the point of view of characteristic products and personnel training. This paper makes a preliminary evaluation on the achievements of the reform measures. And summarizes the successful experience and shortcomings of NY Bank in marketing. Finally, this paper combines various factors in the county market, from the strategic concept, customer management, product innovation, Five aspects of human resource management and system put forward some countermeasures and suggestions to optimize the marketing of county commercial banks, and also hope to provide some ideas for commercial banks to enhance the coverage of county financial products and strengthen the level of financial services.
【學位授予單位】：青島大學
【學位級別】：碩士
【學位授予年份】：2017
【分類號】：F274;F832.33

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