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论文编号：	10349
作者编号：	2120162907
上传时间：	2018/12/6 9:02:49
中文题目：	浦发银行呼和浩特分行公司业务营销策略及实施研究
英文题目：	Research on marketing strategy and implementation of Hohhot branch of SPD bank
指导老师：	张永强
中文关键字：	浦发银行呼和浩特分行；公司业务营销策略；营销策略实施
英文关键字：	Hohhot branch of SPD bank；Business marketing strategy；Marketing strategy implementation
中文摘要：	一方面，大数据、互联网金融快速发展，商业银行公司业务领域“买方市场”已经到来。大型国有商业银行、网商银行、外资银行、互联网平台争相抢占市场，加之营销理念陈旧，营销手段落后，浦发银行呼市分行存款指标连续两年未能完成，收入增长面临巨大的压力；另一方面，我国经济已由高速增长阶段转向髙质量发展阶段，防范金融风险既是推动银行向高质量发展的必然要求，也是推动银行回归本源、突出主业、做精专业、协调发展的重点任务。在介绍了相关理论和实践的基础上，通过对浦发银行呼市分行公司业务营销外部政治、经济、社会、技术环境的分析以及客户需求定位与银行竞争环境分析，得出浦发银行呼市分行公司业务所面临的优势、劣势、机会、威胁，进而分析出其公司业务营销存在的行业分布不均匀、不良贷款余额持续增加、队伍建设不完善、营销业务缺乏创新四个方面的问题。继而从市场细分及定位策略、公司业务产品创新策略、新型客户关系管理策略、大数据网络平台精准服务营销策略四个方面进行营销策略的选择，并从组织和人员队伍调整、强化基础管理、加强信息系统建设和防范化解金融风险四个方面提出了浦发银行呼市分行公司业务营销策略实施保障措施。
英文摘要：	On the one hand, big data platform, Internet + financial buyer's market, accelerate the company's business field due to the large state-owned commercial Banks, Shanghai pudong development bank Hohhot branch electronic retailing Banks, foreign Banks, the Internet platform from the market, combined with the outdated marketing concept, marketing, bank deposits, for two consecutive years part business indicators was not completed, income growth faces huge unprecedented; On the other hand, China's economy has shifted from a stage of high-speed growth to a stage of high-quality development. To prevent financial risks is not only an inevitable requirement for promoting the bank to a stage of high-quality development, but also a key task for promoting the bank to return to its original source, focus on its main business, focus on its fine major, and coordinate its development. In introduces the related theory and practice, on the basis of through to the Shanghai pudong development bank, Hohhot branch company business marketing external political, economic, social, environmental analysis, technology environment, customer demand orientation and bank competition environment analysis, it is concluded that Shanghai pudong development bank, Hohhot branch company of the strengths, weaknesses, opportunities, threats, and analyze the business marketing of uneven distribution of industry, the continuous increase of bad loans outstanding, team construction, and lack of marketing innovation from four aspects of problems. Then from the market subdivision and orientation strategy, the company's business product innovation strategy, new customer relationship management strategy, big data network platform accurate service marketing strategy four aspects for the choice of marketing strategy, and from the organization and personnel adjustment, strengthening basic management, strengthening the construction of information system and defuse financial risks to prevent four aspects proposed the Shanghai pudong development bank, Hohhot branch company business marketing strategy implementation safeguard measures.
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