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论文编号：	11458
作者编号：	2320170568
上传时间：	2019/12/17 9:52:31
中文题目：	天津银行公司客户市场营销策略研究
英文题目：	Research on Corporate Clients Marketing Strategy of Bank of Tianjin
指导老师：	吴晓云
中文关键字：	商业银行 公司客户 市场细分 营销策略
英文关键字：	commercial banks；corporate clients；customer segmentation；marketing strategy
中文摘要：	目前我国各类商业银行最主要的业务来源、服务对象和产品购买者仍然是公司客户，国内商业银行最主要的核心业务和大部分利润来源同样来来自于公司业务。目前，在我国经济增长已经进入换挡期和新常态的背景下，各类商业银行在对公业务市场已经进入了异常激烈的竞争阶段。如何留存中小型客户的资金结算量和企业经营数据流量、提高大型企业集团的依存度、将营销触角全面覆盖各类公司客户群体，建立科学精细化的公司客户营销管理体系，提高本行对各类公司客户的全类产品服务能力、精准营销能力、营销渠道的整合能力以及企业现金及财富管理能力，通过提高经营质量提和资产规模来提升自身竞争力，成为了商业银行面临的重要经营发展问题之一。 目前，国内外营销管理学界对银行业公司客户管理的研究并不鲜见，有营销战略市场细分和客户营销策略的管理理论较全面，但是针对某一特定银行的公司客户管理的理论应用以及具体营销战略与策略的制定较少。 本文以天津银行为例，通过借助 WIND 金融数据库、银保监会公开数据等收集相关金融机构数据、行业结构情况以及利润增长率等，通过进行分析与对比，对我国商业银行发展状况、该行公司业务发展情况及其当前存在的问题进行分析，总结商业银行对公业务经营能力提升的迫切需求及发展趋势，针对天津银行自身特点，运用SWOT矩阵分析该行公司业务优劣势，并通过市场定位、细分市场分析和客户细分模型，提出相应的营销策略组合。该方案在明确了营销战略总体思路、原则、目标和任务的前提下，从天津银行公司客户分层管理的划分界定以及全行发展战略等角度出发，制定了三类分层客户的营销策略组合，为新常态下的天津银行银行在公司业务竞争中出谋划策。也希望能够抛砖引玉，通过具体银行案例的分析，为国内商业银行公司客户的营销管理模式创新提供实践参考。图1幅，表8个，参考文献30篇。
英文摘要：	At present, the main business source, service object and product purchaser of all kinds of commercial banks in China are still company customers. The main core business and most profit sources of domestic commercial banks are also from company business. At present, China's economic growth has entered a shift period and a new normal background, all kinds of commercial banks in the public service market has entered an extremely fierce competition stage. How to retain the capital settlement amount of small and medium-sized customers and the flow of business data, improve the dependence of large enterprise groups, comprehensively cover all kinds of corporate customer groups with marketing tentacles, establish a scientific and refined marketing management system for corporate customers, and improve the ability and precision of the bank to serve all kinds of corporate customers. Sales ability, integration ability of marketing channels and cash and wealth management ability of enterprises have become one of the important business development problems faced by commercial banks to enhance their competitiveness by improving operation quality and asset scale. At present, the research on customer management of banking companies in marketing management circles at home and abroad is not uncommon. There are comprehensive theories on marketing strategy market segmentation and customer marketing strategy management, but there are few theoretical applications and specific marketing strategies and strategies formulated for a specific bank's corporate customer management. Taking Tianjin Bank as an example, this paper collects data of relevant financial institutions, industry structure and profit growth rate by means of WIND financial database and open data of the Banking and Insurance Regulatory Commission. Through analysis and comparison, it advances the development status of commercial banks in China, the business development situation of the bank and the existing problems. Bank analysis summarizes the urgent needs and development trends of commercial banks to improve their business operation ability. According to the characteristics of Tianjin Bank, SWOT matrix is used to analyze the strengths and weaknesses of the bank's business. Through market positioning, market segmentation analysis and customer segmentation model, the corresponding marketing strategy combination is put forward. On the premise of defining the general idea, principle, goal and task of marketing strategy, this plan formulates three kinds of marketing strategy combinations for the Bank of Tianjin in the company business competition under the new normal situation from the point of view of the division and definition of customer hierarchical management and the development strategy of the whole bank. Make plans. Also hope to be able to offer practical reference for the innovation of marketing management mode of domestic commercial banks'customers through the analysis of specific bank cases.
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