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论文编号：	14599
作者编号：	2320200331
上传时间：	2024/6/3 21:08:35
中文题目：	P银行T分行社区银行营销策略研究
英文题目：	Research on the Marketing Strategy of Community Bank of P Bank T Branch
指导老师：	许晖
中文关键字：	P银行T分行；社区银行；营销策略
英文关键字：	P Bank T Branch Bank；Community Bank；Marketing Strategy
中文摘要：	在当前的宏观经济和银行行业背景下，随着被数字化金融赋能的互联网银行业务的迅猛发展，加之新冠肺炎疫情爆发后商业银行社区银行面临着前所未有的生存挑战，但商业银行社区银行对我国经济发展和银行业发展仍具有不可替代的价值和意义，其经营优势较为明显。如何适应市场环境并改善营销现状是亟待解决的问题，需要进一步加强管理规范、完善产品和服务、提高竞争力等方面的工作来推动其持续发展。 围绕上述问题，本文以地方性商业银行社区银行P银行T分行的社区银行业务作为特定对象，P银行T分行的社区银行致力于以服务社区为宗旨，通过与社区居民和周边小微企业建立深度关系来开展业务。本文通过相关理论和战略分析工具对社区银行发展概况和营销环境进行分析，从产品、价格、渠道、促销四方面经营现状分析社区银行的强项和弱项及在环境中的机会和威胁因素，结合P银行T分行社区银行的业务开拓的调查问卷进行调查分析，梳理营销中存在的问题，对P银行T分行社区银行服务营销策略研究与规划，主要力求解决四方面问题，通过产品与价格优化提出市场环境问题解决方案，通过渠道与促销优化提出满足客户需求的解决方案，通过人员与过程管理优化提出服务流程上的解决方案，通过有形展示优化提出提升企业品牌价值的解决方案。对应改进策略和目标，明确具体实施方案和保障措施。以适应不断变化的外部宏观经济环境和行业市场环境，通过系统化解决方案的运营能力，获取持续的利润提升，保持在行业中的领先地位。 希望通过研究分析找到商业银行社区银行有效的营销策略调整方案，使商业银行社区银行能够更好的适应市场发展需求，谋求健康快速发展。希望能为此类银行最终实现社区银行与客户的双赢，提供一定的借鉴和帮助。
英文摘要：	In the context of the current macroeconomy and banking industry, as Internet banking enabled by digital finance develops rapidly and COVID-19 out-broke, commercial bank community banks are facing unprecedented survival challenges. However, commercial bank community banks are still of irreplaceable value and significance for China's economic development and banking development, with significant operational advantages. How to adapt to the market environment and improve the marketing situation is an urgent problem to be solved. They need to be further strengthened on the management norms, improve products and services, and promote competitiveness for the sustainable development. Based on the above problems, this paper takes the community banking business of local commercial bank P Bank T Branch Bank community sub-bank as a specific object, which is committed to serving the community as the purpose, and carries out business through the establishment of deep relationship with community residents and surrounding small and micro enterprises. This paper analyzes the development and marketing environment of community banks through relevant theories and strategic analysis tools, explores the strengths and weaknesses of community banks, as well as the opportunities and threats in the environment from the four aspects of product, price, channel and promotion, and sorts out the problems in marketing with the questionnaire of business development of P Bank T Branch Bank community sub-bank. The research and planning of the marketing strategy of the community banking services mainly intend to solve and work out the solution to four problems, namely, fixing the market environment issues through the optimization of products and prices, meeting customer needs through the optimization of channels and promotions, improving he service procedures through the optimization of personnel and process management and enhancing the brand value of the enterprise through the optimization of tangible display. In response to the improvement strategies and objectives, the specific implementation plan and safeguard measures will be defined to adapt to the changing external macroeconomic environment and industry market environment. With the operation ability of systematically setting problems, it can obtain sustained profit improvement and maintain the leading position in the industry. It’s hoped that through research and analysis, we can find effective marketing strategies and adjustment plans for commercial bank community banks, so that they can better adapt to the needs of market development, and seek healthy and rapid development. It’s expected to provide some reference and help for such banks to ultimately achieve a win-win situation between community banks and customers.
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