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论文编号：	15421
作者编号：	2320224172
上传时间：	2025/6/11 8:51:35
中文题目：	T公司银行IT服务解决方案营销策略优化研究
英文题目：	Research on the Marketing Strategy Optimization of T Company''''s Bank Information Technology Service Solutions
指导老师：	石鉴
中文关键字：	银行、金融科技、营销策略、STP理论、4P营销组合、服务营销
英文关键字：	Bank,Financial Technology,Marketing Strategy, STP, 4Ps，Service-Marketing
中文摘要：	近年来，加快数字化转型已普遍成为金融机构战略决策的重点，其中，以银行为首的金融机构积极培育数字化能力，以科技创新为支点，融入产品、营销、服务、风控等各个环节，加速科技赋能业务已经成为当前的主要抓手，在此背景下，银行IT服务解决方案市场规模得到了快速的发展，银行科技子公司、互联网公司、新兴科技公司纷纷涌入市场开始飞速扩张。激烈的市场竞争导致银行IT服务解决方案市场出现低利润率和高度分散的现象，具体表现为市场中企业年度营收不断增加，净利润比逐步下降，行业净利润普遍不足营收的10%。另一方面整体行业分散度继续扩大、行业排名第一的科技企业市场占有率不足10%，行业排名前5科技企业加起来市场占有率不足30%。T公司作为国内资深的银行信息技术服务商，成立的21年里，已成为银行信息技术服务领域的头部企业，但随着市场竞争的加剧，T公司的营销仍以线下拜访为主，难以适应当前的市场，制定符合当前市场环境的营销策略，能够为企业后续的可持续发展提供助力。 本文从T公司的营销现状出发，对T公司科技产品和营销现状进行了介绍，通过PEST环境分析工具和波特五力模型进行内外部环境分析。其次，基于T公司当前的业务情况和营销策略，论述当前公司营销方面的主要问题，主要包括：市场定位不清晰、产品缺少多元化组合、营销团队支持不足、传播渠道单一等问题。在完成上述问题原因的分析后，运用SWOT对公司当前的优劣势进行分析以确定优化方向，STP理论为T公司进行市场定位，结合4Ps服务营销和服务组合理论为其进行产品、渠道、人员等多方面的规划，以增强其市场竞争力。最后，为确保实施后的营销策略能够顺利实施，从企业文化、人力资源、组织架构、信息系统等几个方面提出保障措施。 本文通过对T公司的营销策略研究，能够发现公司在营销方面所面临的问题，在优化营销策略后，公司通过专业化的营销策略和传播方式来提升产品的市场占有率，提升公司营收业绩，突破当前所面临的市场瓶颈。同时也希望能够给其他同类企业在市场营销策略层面提供可借鉴的经验和参考价值。
英文摘要：	In recent years, accelerating digital transformation has generally become the focus of strategic decision-making of financial institutions. Among them, financial institutions led by banks actively cultivate digital ability, take scientific and technological innovation as the fulcrum, integrate products, marketing, services, risk control and other links, and accelerate the technology enabling business has become the main focus present. Under this background, the market scale in the field of banking technology has developed rapidly, and banking technology subsidiaries, Internet technology companies, and financial technology companies have poured into the market and began to expand rapidly. Fierce market competition has led to the phenomenon of low profit margin and high dispersion in the market, which is reflected in the continuous increase of annual revenue of enterprises in the market, the gradual decline of net profit ratio, and the industry net profit is generally less than 10% of revenue. On the other hand, the overall industry dispersion continues to expand. The market share of technology enterprises ranking first in the industry is less than 10%, and the combined market share of the top five technology enterprises in the industry is less than 30%. T company, as a domestic senior bank technology service provider, has become the leading enterprise in the field of bank technology in the past 21 years. However, with the intensification of market competition, its old marketing model is lack of creativity, and it is difficult to adapt to the current market. It can develop marketing strategies that are in line with the current link, which can provide assistance for the subsequent sustainable development of enterprises. Starting from the marketing status of T company, this thesis introduces the technology products and marketing status of T company, and analyzes the internal and external environment through pest environment analysis tool and Porter five forces model. Secondly, based on T company's current business situation and marketing strategy, this thesis discusses the main problems in the current company's marketing, mainly including: unclear market positioning, lack of diversified product portfolio, insufficient support from the marketing team, single communication channel, etc. After completing the analysis of the causes of the above problems, SWOT is used to analyze the current advantages and disadvantages of the company to determine the optimization direction. STP theory is used to carry out market positioning for T company, and 4P service marketing and service portfolio theory are combined to plan its products, channels, personnel and other aspects, so as to enhance its market competitiveness. Finally, in order to ensure the smooth implementation of the marketing strategy after implementation, safeguard measures are proposed from the aspects of corporate culture, human resources, organizational structure, information system and so on. Through the research on the marketing strategy of T company, this thesis can find the problems faced by the company in marketing. After improving the marketing strategy, the company improves the market share of products, improves the company's revenue performance and breaks through the current market bottleneck through professional marketing strategies and communication methods. At the same time, it also hopes to provide experience and reference value for other similar enterprises the level of marketing strategy.
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