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论文编号：	10809
作者编号：	2120163010
上传时间：	2018/12/11 20:50:26
中文题目：	JZ银行天津分行市场营销策略研究
英文题目：	Research on Marketing Strategy of JZ Bank Tianjin Branch
指导老师：	牛芳
中文关键字：	JZ银行天津分行 营销策略 市场细分 目标市场
英文关键字：	JZ bank Tianjin branch, Marketing Strategy， Market Segmentation ，Target Market
中文摘要：	JZ银行是X地区具有一定规模和影响力的区域性城市商业银行，成立于1997年，总部位于X市，于2015年在香港联合交易所主板挂牌上市。JZ银行天津分行是JZ银行在天津地区的一家分行，于2008年正式营业。现阶段主营业务涵盖资产类业务、负债类业务、中间业务。所谓资产类业务，即我们平时所说的信贷业务，是指银行通过放款收回本金和利息，扣除成本后获得利润。信贷业务是商业银行赢利的一种主要手段。所谓负债类业务就是我们所说的银行存款，客户将资金交付给银行，银行按时付给客户存款利息的行为。所谓中间业务是银行为满足客户提供中间业务服务而设计出来的产品，常见的中间业务有结算、汇兑等。 本文以JZ银行天津分行的市场营销策略为研究对象，在联系市场营销相关理论和作者实际工作实践的基础上，进行了一系列的分析。第一部分，介绍了研究的背景与意义：效益是银行经营的根本目的，商业银行最终能否取得好的经济效益，也主要取决于是否能够赢得客户，是否提供了市场所需要的银行产品和服务。第二部分，对市场营销的相关概念、STP战略、7P营销策略进行了简要的介绍。第三部分，介绍了JZ银行以及JZ银行天津分行的概况，剖析了JZ银行天津分行市场营销的现状以及存在的问题。第四部分，从产品、价格、渠道、促销、人员、流程和环境七个方面分别将JZ银行天津分行现阶段在市场营销方面的策略进行了优化，运用STP战略分析方法，对JZ银行天津分行的市场进行细分，确定了目标市场，找准了市场定位。第五部分，从人力资源的角度出发讲述了如何贯彻实施营销策略。第六部分，对全文做出总结，提出文章研究的不足之处以及对研究未来的展望。 本文制定的相关市场营销策略对其他地区的城市商业银行，甚至是其他股份制商业银行也具有一定的参考价值。
英文摘要：	JZ Bank is a regional urban commercial bank with a certain scale and influence in the X region. It was established in 1997 and is headquartered in X City. It was listed on the main board of the Hong Kong Stock Exchange in 2015. JZ Bank Tianjin Branch is a branch of JZ Bank in Tianjin and officially opened in 2008. At present, the main business covers assets business, liabilities business, intermediary business. The so-called asset business, which is what we usually call credit business, refers to the bank's recovery of principal and interest through lending, and profits after deducting costs. Credit business is one of the main means for commercial banks to make profits. The so-called liability business is what we call bank deposits. The customer delivers funds to the bank and the bank pays interest on the customer's deposits on time. The so-called intermediary business is a product designed by the bank to meet the customer's provision of intermediary business services. Common intermediary services include settlement and exchange. Taking the marketing strategy of JZ Bank Tianjin Branch as the research object, this paper makes a series of analysis based on the related theory of marketing and the author's actual work practice. The first part introduces the background and significance of the research: benefit is the fundamental purpose of bank operation, and whether the commercial bank can finally achieve good economic benefits depends mainly on whether it can win customers and provide the bank products and services needed by the market. In the second part, the related concepts of marketing, STP strategy and 7P marketing strategy are briefly introduced. The third part introduces the general situation of JZ Bank and JZ Bank Tianjin Branch, and analyzes the current marketing situation and existing problems of JZ Bank Tianjin Branch. The fourth part, from the product, price, place, promotion, people, process and physical evidence seven aspects, the JZ Bank Tianjin Branch's current strategy in marketing is optimized, and the market of JZ Bank Tianjin Branch is subdivided using the STP strategic analysis method. The target market has been determined and the market has been correctly positioned. The fifth part, from the perspective of human resources, how to implement the marketing strategy. The sixth part summarizes the full text, puts forward the shortcomings of the article research and the future of the research. The relevant marketing strategies formulated in this paper have certain reference value for other urban commercial banks and even other joint-stock commercial banks.
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