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论文编号：	10043
作者编号：	2120152839
上传时间：	2018/6/7 10:59:19
中文题目：	中德银行住房储蓄产品整合营销传播策略研究
英文题目：	Research on Integrated Marketing Communications Strategy of Housing Savings Products of SGB
指导老师：	任星耀
中文关键字：	整合营销传播，银行，住房储蓄产品
英文关键字：	Integrated marketing communications, Bank, Housing Savings Products
中文摘要：	自2001年中国加入世贸组织以来，我国金融业逐步融入国际金融系统当中。同时，随着城市商业银行、农村商业银行以及其他金融机构的兴起，中国金融市场竞争日趋激烈，市场营销对于商业银行而言变得越来越重要。信息技术快速普及，公众获取信息的渠道趋于多元化、认知习惯随之改变。商业银行为了取得新的竞争优势，不断探索借鉴吸收国外经验，打破传统营销方式，更新营销理念和手段。双向沟通、高效配置整体资源的整合营销方式受到越来越多银行的青睐。 中德住房储蓄银行作为一家由中国建设银行控股的，专业从事住房信贷的商业银行，主要经营来自欧洲的住房储蓄产品，而住房储蓄这一舶来品兼具政策性与商业性，目前只在天津、重庆、大连、济南四个城市销售，且在2004年之前，中国民众对其知之甚少。本文旨在借鉴整合营销理论，结合中德住房储蓄银行市场营销实际，研究中德住房储蓄银行品牌的塑造和传播。 本文首先对整合营销传播的内涵及意义、整合营销传播的计划过程、整合营销传播计划评估进行了文献梳理。随后，对中德银行住房储蓄产品进行环境分析，对中德银行及住房储蓄产品进行了简要介绍，之后对比个人住房按揭贷款及住房公积金对中德银行住房储蓄产品进行竞品分析，最后对中德银行住房储蓄产品进行了SWOT分析。 本文以中德住房储蓄银行2012年重庆分行开业期间住房储蓄产品整合营销传播为例，阐述了中德银行住房储蓄产品整合营销传播计划过程：确定中德银行住房储蓄产品目标市场及产品定位，继而制定了整合营销传播的目标与传播预算，随后详细介绍了其如何基于传播目标应用传统媒体与新媒体相结合的方式进行整合营销传播。之后从整合营销信息、消费者行为、销售绩效三个方面，对整合营销传播计划进行了评估，同时对整合营销传播过程中的不足之处进行了反思。 本文最后结合中德银行住房储蓄产品整合营销传播的实际，从建立以客户为中心的企业文化、构建专业化整合营销团队、重视整合营销资源投入三方面入手，阐述了整合营销传播的实施保障。
英文摘要：	Since China joined the WTO in 2001, China's financial industry has gradually integrated into the international financial system. Meanwhile ,with the rise of City Commercial Banks, Rural Commercial Banks and other financial institutions, the competition of financial market is increasingly fierce and marketing is becoming more and more important. With the rapid popularization of information technology, the channels for public to access information tend to be diversified and their cognitive habits change accordingly. In order to gain more competitive advantages, commercial Banks constantly explore and absorb foreign experiences, break traditional marketing methods as well as update marketing concepts and methods. As a result, two-way communication and efficient allocation of integrated resources has been favored by more and more Commercial Banks. Sino-German Bausparkasse(SGB) is a commercial bank controlled by China Construction Bank(CCB) and specialized in housing credit business. Its main business is the housing savings products from European, which owns the feature of policy and commercial. Currently, this product is only sold in Tianjin Chongqing, Dalian and Jinan. And besides, Chinese people knew little about it Before 2004. This paper aims to use the integrated marketing theory for reference and combine the theory with the marketing practice of SGB to study the shaping and dissemination of its brand. This paper firstly reviews the connotation and significance of integrated marketing communications, the planning process of integrated marketing communications and the evaluation of integrated marketing communications plan. Then, make environmental analysis and introduction on SGB and its housing saving products. Besides, compare the personal housing mortgage loans and housing accumulation fund to competing goods analysis. Finally, make SWOT analysis on SGB’s housing saving products. This paper takes the integrated marketing communications of housing savings products as an example, during the opening of Chongqing branch of SGB in 2012. This paper expounds the process of integrated marketing communications plan, determine the target market and product positioning of SGB’s housing savings products. And then formulate the target and communication budget of integrated marketing communications. Subsequently, introduce how to make integrate marketing communications through the combination of traditional media and new media based on the communication target. And finally, make evaluation to integrate marketing communications on integrated marketing, consumer behavior and sales performance, as well as make reflection on the deficiency in the process of integrated marketing communications. At the end of this paper, considering the reality of SGB’s product integrate marketing communications. This paper expounds the implementation of integrated marketing communications security from establishing enterprise culture as the center of the customer , building a professional marketing team, and attach great importance to the integration of marketing resources .
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