联系我们

论文查询结果	返回搜索

论文编号：	14206
作者编号：	2320213759
上传时间：	2023/12/8 12:11:12
中文题目：	Z银行J分行对公业务营销策略优化研究
英文题目：	Research on the optimization of marketing strategy for public business of J Branch of Z Bank
指导老师：	齐善鸿
中文关键字：	市场营销；城市商业银行；对公业务；营销策略
英文关键字：	Marketing; City commercial banks; Business of the company ; Marketing strategy
中文摘要：	步入2023年，随着疫情防控的结束，金融业也持续加大对国内需求和供给体系的支持力度。一方面受监管层要求金融行业向实体经济让利，在此政策因素影响下，净息差随之下降，盈利增长仅靠规模扩张的政策红利时代结束了；另一方面，目前处于经济下行周期，银行的资产质量也出现下滑的趋势，各个银行之间的竞争也变的愈发激烈，经济周期的波动，也驱动中国商业银行转而进入艰难的调整与转型期。在激励的竞争环境之下，银行为保持对公业务长期稳定的发展，必须随之对营销策略进行优化，并根据对银行的环境以及竞争者等状况的判断，不断对对公业务营销策略进行更新，紧跟行业变化，适应客户需求，才能够保证在对公业务的竞争之中能有自己的一席之地。 本文从详细分析J分行的内、外部营销服务环境出发，总结了对公业务营销服务发展的宏观形势和微观现状，借助对对公业务营销相关人员的访谈，深刻复盘剖析，利用7Ps理论，主要围绕产品、价格、促销、渠道、人员、过程服务、有形展示等7个方面对J分行对公业务营销服务现状进行总结，深入挖掘各个环节存在的问题以及问题产生的原因，就对产品营销的创新动力不足、城商行的市场定位坚持不够，客户经理培养机制和激励考核需完善等方面深入探讨，结合分析结果，利用STO战略重新考量客户细分、目标市场选择和市场定位，制定了J分行对公业务的营销目标，重新提出针对产品、价格、渠道、促销、人员、有形展示以及过程策略七个方面的对公业务营销策略组合。同时本文从人才资源、营销组织、风险控制等三个方面为对公业务营销策略实施提出具体的保障措施，从而不断为提升J分行对公业务市场竞争力提供助力。
英文摘要：	Entering 2023, with the end of epidemic prevention and control, the financial industry continues to increase its support for domestic demand and supply system. On the one hand, affected by the policy factors that regulators require the financial industry to yield profits to the real economy, the net interest margin will decline and the policy dividend era in which profit growth depends only on scale expansion is over. On the other hand, it is currently in an economic downward cycle. The asset quality of banks has also shown a downward trend, the competition among banks has become increasingly fierce, and the fluctuations of the economic cycle have also driven China's commercial banks to enter a difficult adjustment and transformation. Under the incentive competitive environment, to maintain the long-term and stable development of public business, banks must accelerate the formulation of marketing strategies, and constantly revise and update the marketing strategies of public business according to the judgment of the bank's environment and competitors, to keep up with changes in the industry and adapt to customer needs. Only to ensure that they can have their own place in the competition for public business. Starting from a detailed analysis of the internal and external marketing service environment of J Branch, this paper summarizes the macro situation and micro status quo of the development of public business marketing services. With the help of interviews with relevant personnel of public business marketing, this paper makes a deep review analysis and utilizes the 7Ps theory. This paper mainly summarizes the status quo of J Branch's marketing services for public business from seven aspects, including product, price, promotion, channel, personnel, process service and tangible display, and deeply explores the problems existing in each link and the causes of the problems, to find out the insufficient impetus for product marketing innovation and the insufficient adherence to the market positioning of city commercial banks. The training mechanism and incentive assessment of account managers need to be improved. Based on the analysis results, the STO strategy is used to reconsider customer segmentation, target market selection and market positioning, and the marketing objectives of J Branch for public business are formulated. This paper re-proposes the public business marketing strategy combination from seven aspects: product, price, channel, promotion, personnel, tangible display, and process strategy. At the same time, this paper proposes specific safeguard measures for the implementation of public business marketing strategy from three aspects: human resources, marketing organization and risk control, to continuously improve J Branch's market competitiveness for public business.
查看全文：	预览  下载(下载需要进行登录)