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论文编号：	14585
作者编号：	2320213581
上传时间：	2024/6/2 23:11:19
中文题目：	天津农商银行零售金融业务整合营销传播策略研究
英文题目：	Research on Integrated Marketing Communications Strategy of Rural Commercial Bank’s Retail Financial Services
指导老师：	申光龍
中文关键字：	农商银行；零售银行业务；整合营销传播；利害关系者；营销策略
英文关键字：	Integrated Marketing Communications；Retail Banking Business；TRC Bank；Stakeholders；Marketing strategy
中文摘要：	中国经济的快速发展，带动了银行零售金融业务的高速前进，面对复杂严峻的内外部经济形势，各大商业银行坚守自身定位，不断创新，精进业务布局，努力打造符合自身特色的路径和模式。随着信贷规模扩张减速，存贷利差不断缩小，零售金融业务不断引起各大银行内部的高度重视，但是中国的零售金融业务起步较晚，现在还处于成长阶段。近年来数字化转型不断深化，科技赋能不断创新零售业务模式的模式，以及新媒体形势下营销的深度和广度，让传统的营销策略在应对新形势下的客户交易习惯已经十分吃力。而本文提到的整合营销传播理论与传统营销理论不同，其利用各类传播方式，通过讨论相关利害关系者需求，整合各类内外部资源向外界展示企业形象，以期实现长期和谐共赢。本篇论文以天津农商银行为研究样本，利用整合营销传播理论研究银行零售金融业务，希望能为商业银行的零售金融业务管理提供借鉴指导。 本论文利用案例分析等研究方法，对天津农商银行的零售金融业务进行剖析，分析其存在的问题并提出措施；利用分析工具总结其面临的内外部环境；在此基础上总结了天津农商银行零售金融业务营销的发展思路和情况，详细描述了该行的发展历史和业务现状。同时在研究中也发现了该行一些经营中的问题，本文运用整合营销传播和利害关系者管理理论深入研究了零售金融业务营销策略，以天津农商银行为例为其设计了基于整合营销传播策略，提出了具体实施措施，优化了营销方案，为天津农商银行的营销策略提供借鉴，并为商业银行零售金融业务的整体发展提供指引方向。 综上所述，本研究的主要内容为商业银行的零售金融业务营销策略，在数字化转型的大背景下，以整合营销传播为工具，整篇文章以整合营销传播为切入点，通过天津农商银行零售金融业务的整体研究，利用整合营销传播理论应用到该行实际发展经营，具有理论指导性和实践基础，希望为银行零售金融业务营销策略提供参考。
英文摘要：	The rapid development of China's economy has driven the progress of retail financial services of banks. Faced with the complex and severe internal and external economic situation, major commercial banks have adhered to their own positioning, constantly innovated, improved their business layout, and made efforts to create paths and models that fit their own characteristics. With the deceleration of the expansion of credit scale and the narrowing of deposit and loan spreads, retail financial services continue to attract great attention from major banks. However, China's retail financial services started late and are still in the growth stage. In recent years, technology has enabled the continuous innovation of retail business models, as well as the depth and breadth of marketing under the new media situation, so that traditional marketing strategies have been very difficult to cope with customer trading habits under the new situation. The theory of integrated marketing communication proposes to take the needs of relevant stakeholders as the starting point, establish a marketing mechanism through two-way communication between marketing communication managers and stakeholders, and demonstrate corporate image and brand value to the outside world by means of diversified communication methods, so as to achieve long-term harmony and win-win. This paper unveils the marketing strategy of retail financial business of banks by using the theory of integrated marketing communication and combining the research sample of Tianjin Rural Commercial Bank, hoping to provide reference and guidance for retail financial business management of commercial banks. This paper demonstates the marketing status and development strategy of retail finance business of Tianjin Rural Commercial Bank through case analysis, comparative study and deductive induction. SWOT analysis is used to reveal the marketing environment of retail financial business of rural commercial bank. In view of the problems and shortcomings found in the research, this paper uses the theory of integrated marketing communication and stakeholder management to deeply study the marketing strategy of retail financial business, takes Tianjin Rural Commercial Bank as an example to design the strategy, designs a feasible strategy based on the analysis of Tianjin Rural Commercial Bank and the theory of integrated marketing communication, puts forward specific implementation measures, and optimizes the marketing plan, providing reference for the marketing strategy of Tianjin Rural Commercial Bank. It also provides guidance for the overall development of retail financial services of banks. To sum up, the main content of this study is the marketing strategy of retail financial business of commercial banks. The feature film takes integrated marketing communication as the starting point, combines the theory of integrated marketing communication with the marketing strategy of banks through comprehensive analysis of research samples, and makes theoretical reflection in combination with the actual situation, which has theoretical guidance and practical basis. Hope to provide reference for bank retail financial business marketing strategy.
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