联系我们

论文查询结果	返回搜索

论文编号：	1170
作者编号：	2220070423
上传时间：	2009/6/11 10:57:06
中文题目：	中外资银行营销战略差异研究
英文题目：	Study of Marketing Strategy di
指导老师：	白长虹
中文关键字：	中资银行，外资银行，营销战略
英文关键字：	China-funded banksForeign ba
中文摘要：	随着中国加入WTO，中国的银行业面临对外资全面开放，这无疑使原来中国银行业由中资银行垄断的局面被打破，外资银行也加入到激烈的竞争当中。在这场硝烟弥漫的中外资银行大战中，中外资银行各自占有优势，也不可避免地存在劣势，只有扬长避短才能在白热化的竞争中占据一席之地。中资银行如何在竞争中赢得优势，营销战略运用的成功与否，是这场竞争成败的关键所在。 本文先对银行业的外部环境进行分析，从政治法律环境来看，在中国共产党的领导下，政治环境较为稳定；中国的经济环境在改革开放30年来，经济取得巨大发展，在国际经济舞台上占据举足轻重的地位；社会文化环境较为和谐，人民安居乐业；技术环境取得长足进步，给银行业带来新的生机，传统的银行业务在先进的数字技术的帮助下效率大幅上升。总体上来说中国银行业发展前景广阔，市场潜力可观。 随后对中外资银行各自的优劣势进行分析，中外资银行在激烈的竞争中各自占有一定的市场份额，它们各有优劣势。中资银行拥有庞大的机构网点，多年积累的客户资源和长期客户关系，雄厚的资金实力；但是管理方式比较陈旧 ，服务理念有待完善，金融创新的动力与能力不足，风险控制能力较差。外资银行有熟悉国际金融规则的金融人才，有国际化的、成熟的管理模式 ，风险控制能力较强；但是营业网点的缺乏，对中国文化，经济环境等缺乏了解，客户基础薄弱。可以说双方势均力敌，必须在营销战略方面取得先机，才有可能赢得竞争优势。 然后再采用比较法，综合分析法等从市场细分，选择目标市场及市场定位，营销组合—产品，定价, 渠道，宣传促销这几个方面深入对中外资银行的营销战略进行比较和分析。 在市场细分及目标市场选择方面，国有四大行以银行的基本业务为主，以全面覆盖的策略面对所有细分市场，但在目标市场上的差异化营销还不够。中资股份制银行则拥有更多个性化的业务，特色服务，采用选择性专业化的市场细分策略。外资银行依靠母公司全球性的大公司客户关系，选择外资公司的细分市场作为突破口，依托海外业务平台，进一步发展国际业务较多的中资公司，个人业务上更倾向于中高端客户的细分市场，业务门槛相对较高，经营理念更为成熟，服务更人性化。 在市场定位方面，中资银行市场定位还不清晰，处于产品同质化、服务形式化、竞争恶性化的状态。外资银行在差异性营销方面积累了较为丰富的经验，市场定位方面主要包括全能型银行和专业型银行两种，在国内的业务由于目前在营业网点等资源的限制等多方面因素，很难将业务全面铺开，业务重点更加有针对性地放在中高端客户市场上，各家银行均有所选择，在本行业中寻找自己的位置，把自己和其他竞争对手区分开来。 在银行产品方面中资银行的金融创新的能力不足，产品相对比较单一，个性化及差异化的特色产品开发比较缓慢。传统上比较重视核心产品层，对服务营销重视程度不高。外资银行的产品则更加多样和灵活，针对不同的细分市场推出差异化的产品满足不同的客户群。研发和创新的实力强大，有经验丰富的团队和先进的技术手段作为后盾。在核心产品层以外，对服务营销也相当重视。 在定价方面，中资银行长期以来，由于价格由政府管制，基本没有成形的定价管理。但随着利率市场化进程的逐步加快，中资银行逐渐认识到定价管理是商业银行经营管理的重要内容，并开始了主动定价、积极定价，建立定价管理运行机制的历程。服务价格方面有了合法收费的权利，但服务收费方面国内市场接受程度仍比较低，给合理定价带来困难，只能以低价策略使市场有一个适应的过程。中间业务收费的结构上，还是以传统支付结算业务为主，高层次的业务占比不多，竞争力不够，定价方面自然也处于较低价位。外资银行经过多年积累，普遍都建立起了一套科学灵活的风险定价机制，在国内的业务，为迅速占领市场，以市场价格策略为主，竞争性价格策略为辅。根据不同的产品生命周期，综合使用撇脂价格策略和渗透性价格策略，来推广产品，增加收益。 在渠道方面，中资银行采用多层次立体化的策略，营业网点星罗棋布，客户出门办理业务较为方便，但网点人满为患的问题也较为突出。网上银行、ATM等服务发展非常迅速，但仍存在一定的安全隐患。外资银行由于进入中国时间不长，营业网点非常有限，目前纷纷采取参股国内银行的方式，开拓新的营销渠道和客户群，加快对国内银行业的渗透.在比较容易迅速开发的渠道--网上银行的发展方面也投入大量精力，以弥补网点的不足。 在宣传促销方面，中资银行综合使用推动和拉引的策略，但在整合营销传播方面还不太注意，由此也使得银行的品牌传播表现不够连贯一致，整个促销和宣传零敲碎打，不成气候。外资银行进入中国时间有限，毕竟与老牌中资银行对大众根深蒂固的影响力不可同日而语，宣传促销显得尤为重要。外资银行在营销沟通上更加注重各种传播工具组合使用上，通过分散信息的整合，提供连续一致和最大的传播影响力，使品牌形象深入人心。在公司业务的市场宣传方面更加倚重已有的国际形象的基础，以大型活动为主，以广告宣传为辅，使信息的传播更为直接、有效。而在个人业务的市场上宣传上则更多地使用广告，营业网点宣传等，对象上比较倾向于高端，年轻的客户群体，在整体策略上是比较具有针对性的。 总体而言，外资银行在有限的网点和进入新市场的情况下，凭借其丰富的经验，外资银行能够寻找到适合自己的细分市场，合理的市场定位策略，并利用金融创新，优质的服务，灵活的定价，积极利用网点以外的营销渠道，以及整合式的营销传播，在中国市场赢得一席之地。 各家中资银行，也积极寻找到适合自己的细分市场，拓展属于自己的市场份额。在目标市场选择及市场定位方面仍然不够清晰，在与外资银行的竞争与学习的过程中，中资银行在营销战略方面进展迅速，在产品创新、定价，拓展营销渠道等方面有了长足的进步。 但是应该认识到中资银行在营销战略上与外资银行相比仍有一定的差距，尤其是在市场定位，差异化营销，提高对服务营销的重视，实施统一品牌形象的整合营销传播方面还需要下苦功。中资银行在营销战略上的进一步学习和提升必将巩固其在国内市场的优势地位，扩大现有的市场份额。
英文摘要：	China has to open the banking industry to foreign capital after entering WTO, which means the monopoly of banking industry by China-funded banks has broken and foreign banks have entered the banking industry competition. In the keen competition, China-funded banks and foreign banks both have their own advantages and disadvantages. Only those who can make full use of their advantages and avoid their disadvantages can win the competition. How can China-funded banks win the competition? Marketing strategy is the key to success of the game. The article begins with analysis of the banking industry’s circumstances from four angels including politics, economy, society and technology. The political circumstance in China is quite stable under the leadership of Chinese Communist Party. The economic circumstance has improved a lot since reform and opening-up and China has taken a much more important position over the world. The social circumstance is quite peaceful and people enjoy their lives in China. The technological circumstance is quite vigorous because of the rapid development of computer science and banking industry has been much more efficient under the help of computer techniques. So the circumstances of banking industry are quite healthy and have a large potential market to develop. Then the article compares the strengths and weakness of both China-funded banks and foreign banks to reveal the actual situation of both. China-funded banks have quite a few branches all over the country, close customer relationship and abundant fund. But the way of management is outmoded, sense of service is to be enhanced and they are lack of innovative and risk control abilities. Foreign banks have talented employees who are familiar with the international financial principles. The management mode of foreign banks is mature and ability of risk control is quite strong. Disadvantages of foreign banks are lack of branches, not familiar with Chinese culture and weak customer relationship. Both China-funded banks and foreign banks have strengths and weakness so only the banks using marketing strategies appropriately can win the competition. The article followed by comparison about marketing strategies of China-funded banks and foreign banks including: segmentation, targeting, positioning and marketing mix – product, price, place and promotion. About segmentation and targeting, the four state-owned banks have a wide business scope by which they can cover most clients and they pay less attention on differentiated marketing. And the China-funded shareholding banks tend to focus on individualized services and make more effort on segmentation strategy. Foreign banks choose foreign companies as their segment market by worldwide close relationship with them. And they focus on those Chinese companies who have plenty of international banking business by the advantage of international business network. On the personal banking market, they mainly put their concentration on high-end market and offer tailor-made services to meet different customer’s demand. On positioning, Most China-funded banks don’t have clear positioning and their products&services are nearly the same. Foreign banks have rich experiences on positioning. There are mainly two types of positioning strategies for foreign banks: omnipotent banks and specialized banks. Since they are in lack of branches it is hard for them to target the whole market. To focus on high-end clients is no doubtfully a wise strategy for them. Every foreign bank has its own position to distinguish itself from other banks. On banking products, China-funded banks don’t have strong innovative ability and new products development is comparatively slow. They don’t pay much attention to banking service, another important part of products. Products of foreign banks are more flexible and diversified. They offer different products aiming at demand of different people. They have strong innovative ability under the support of experienced professionals and advanced techniques. They make more efforts on banking services, which is highly appreciated by their customers. On pricing, China-funded banks basically don’t have pricing strategies since traditionally only government have right for pricing. Yet by the carrying out of interest rate market-orient, China-funded banks come to realize that pricing strategy is an important part of marketing and start to practice pricing strategy initiatively. And the pricing mode has become more and more mature these years. But on service charging, the Chinese market can merely accept the new phenomenon of charging for services and it is hard for China-funded banks to make reasonable pricing strategies. So they have to use low-price strategy to adapt to the market. About intermediary business charging，China-funded banks don’t have much high-class business and are not very competitive so they use low price to attract more customers. Foreign banks have established a whole mature system of pricing after years of practicing. In China, they mainly use market pricing strategy and sometime even competitive pricing strategy to increase market share. And they use different strategies flexibly during different product life cycle to raise revenue. As for placing, China-funded banks have branches everywhere, which makes it easier for clients to seek for banking services. Online banking, phone banking and ATM services develop rapidly these years but potential risks of internet safety is still a problem. Development of foreign banks is restricted by limit number of branches. So they attempt to purchase shares from China-funded banks for entering Chinese market faster. And e-banking is another effective placing mode for foreign banks to build up in a short period of time. About promotion, China-funded banks use not only “push strategy” but also “pull strategy” but they don’t pay much attention to integrated marketing communication. They use all kinds of promotion patterns, from brochures in the branches to advertisement board, from TV advertisements to face-to-face introduction. Yet all these promotion patterns are separately planned and cannot show people the same image of the bank. Foreign banks have entered Chinese market for only a short period of time so promotion appears to be especially important to them. Foreign banks integrate different patterns of promotion in the same image and their brands can be more influential to target customers in this way. After comparison and analysis, marketing strategies of China-funded banks and foreign banks are obvious. Foreign banks have a long history and a great deal of experiences, which makes them more professional, especially in financial innovation and service quality, although they are restricted by limited number of branches. China-funded banks seek for suitable segmentation strategies actively but market positioning is not so clear. China-funded banks have made great development in pricing, placing and innovation in the process of competing with foreign banks. Although it is a great challenge to China-funded banks on entering WTO of China, it is also a good opportunity to learn advanced business mode and management experiences. If China-funded banks can make more effort on service quality, integrated marketing communication and financial innovation they will have more chances to win the competition. As long as China-funded banks are willing to absorb superior experiences and endeavor to win more market share, they can take the leading position in the market.
查看全文：	预览  下载(下载需要进行登录)