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论文编号：	10529
作者编号：	2120162886
上传时间：	2018/12/6 20:27:37
中文题目：	中国建设银行山东分行营销策略及其实施研究
英文题目：	Research on Marketing Strategy and Implementation of China Construction Bank (Shandong Branch)
指导老师：	李桂华教授
中文关键字：	中国建设银行；营销策略；网络营销
英文关键字：	China Construction Bank; marketing strategy; internet marketing
中文摘要：	当前，我国国内以互联网金融为代表的新型金融迅速发展，特别是阿里巴巴、腾讯、京东、百度等为首的电子商务公司异军突起，在电商领域稳占鳌头，给传统经济带来相当大的影响和冲击，标志着我国市场经济和金融模式的突变和转折。银行业作为市场经济和金融业的重要构建者和参与者，受到的波及和影响非常深远，从近几年来看，传统银行业在短期内受到极大压缩，严重影响了银行发展，倒逼国内各大银行寻找新思路，谋求新发展。本文以现实的经济状况为背景，深入探讨和学习，以挖掘有利于建行的线上线下发展的信息，推动建行传统业务的创新和发展。国内银行面对新形势的发展思路，大概分为探索——对抗——合作几个阶段，每个阶段的界线与特点不甚清晰。随着互联网金融与电子商务发展的势不可挡，不少银行认识到传统银行业在新形势下的不足和短板，纷纷走向转型发展之路，除了拓展自身新兴业务，发展线下市场之外，借助外力推动自身发展。建行作为国有四大行之一，老牌强势银行，一直注重互联网技术开发与新兴业务开展。早在上世纪90年代，建行便推出网上金融服务业务，走在同业中网上业务和电子商务的前列；2000年至2017年间，建行网上银行、手机银行、移动支付等业务均有了长足的进展，为以后在电子商务市场和互联网金融的发展及银行转型打下了坚实的基础。银行要实现新形势下的转型与更大发展，更应该借助与电商企业的合作良机，充分学习、吸收和借鉴他们的互联网经营策略，结合自身业务实际和特点，制定适合的互联网经营策略。本文就建行山东分行的线上线下营销策略展开研究，并探讨线上线下融合营销的可行之处，给出相应的策略建议和保障措施，以期对于建行的实际发展，起到一定的现实意义。出于论述需要，本文正文中共使用图3幅，表5个，参考文献27篇。 关键词：中国建设银行；营销策略；网络营销
英文摘要：	At present, the new type of finance represented by Internet finance in China is developing rapidly.In particular, e-commerce companies led by Alibaba, Tencent, JD, Baidu, etc. have sprung up in the e-commerce sector,bringing considerable impact and impact to the traditional economy,which marks the sudden change and turning point of China's market economy and financial model.As an important builder and participant in the market economy and financial industry, the banking industry has been affected and affected.In recent years, the traditional banking industry has been greatly compressed in the short term, which has seriously affected the development of banks and forced them to find new ideas and seek new development.Based on the actual economic situation, this paper explores and learns in depth to explore the information that is conducive to CCB's online and offline development and promote the innovation and development of CCB's traditional business. In the face of the development of the new situation, domestic banks are divided into several stages: exploration-confrontation-cooperation, yet the boundaries and characteristics of each stage are not very clear.With the unstoppable development of Internet banking and e-commerce, many banks recognize that the traditional banking sector in the new situation and the lack of short board, have moved to the road of development transformation,in addition to expanding their own emerging businessies and developing offline markets, they also use external forces to promote their own development. As one of the four state-owned banks, CCB has always focused on Internet technology development and emerging business development.As early as the 1990s, CCB launched its online financial services business, which is at the forefront of online business and e-commerce in the industry.From 2000 to 2017, CCB's online banking, mobile banking, mobile payment and other businesses have made great progress, laying a solid foundation for the future development of e-commerce market and Internet finance and bank transformation. To realize the transformation and greater development under the new situation, banks should take advantage of cooperation opportunities with e-commerce companies, fully absorb and learn from their Internet business strategies, and formulate suitable Internet business strategies based on their actual business and characteristics. This paper studies the online and offline marketing strategies of CCB Shandong Branch, and discusses the feasible aspects of online and offline integrated marketing, and gives corresponding strategic suggestions and safeguards, in order to play a certain practical significance for the actual development of CCB. Key Words:China Construction Bank; marketing strategy; internet marketing
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