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论文编号：	15472
作者编号：	2320223835
上传时间：	2025/6/12 11:39:27
中文题目：	中国银行Y分行普惠金融业务市场营销策略研究
英文题目：	Research on the Marketing Strategy of Inclusive Finance Business of Bank of China Y Branch
指导老师：	张永强
中文关键字：	中国银行Y分行；普惠金融业务；营销策略
英文关键字：	Bank of China Y Branch; Inclusive Finance; Marketing Strategy
中文摘要：	近年来，民营企业面临融资难，融资贵的问题，而银行业面对行业的变革和市场同业的激烈竞争，亟需在发展中突破瓶颈。国家不断从政策层面释放资金流动性，通过普惠金融，引导金融资源流向实体经济。在此背景下，对银行普惠金融业务市场营销策略的研究具有十分重要的现实意义。 本文以现代市场营销理论为指导，运用PEST分析法对中国银行Y分行普惠金融业务发展的政治、经济、社会、技术等宏观环境进行分析，并以波特五力模型对中国银行Y分行所在地域市场的竞争环境展开讨论。在同业竞争日趋白热化、存贷款利率下行趋势明显的基础上，对中国银行Y分行进行SWOT分析，阐述中国银行Y分行在目前市场上的优势和劣势以及其所面临的机遇和挑战，作为制定和优化营销策略的重要依据。论文采取对中国银行Y分行普惠金融存量及潜在新增客户开展问卷调查的方式，对中国银行Y分行普惠金融业务的经营情况进行调研总结并分析存在的问题及原因，为后续制定营销策略提供了更精准的落脚点。 论文运用STP战略营销分析框架，对中国银行Y市普惠金融市场进行细分，明确中国银行Y分行普惠金融业务的目标市场，最终明确中国银行Y分行普惠金融的市场定位。在此基础上提出了中国银行Y分行普惠金融业务在产品授信、产品定价、获客渠道、促销拓客四方面的组合策略，以及作为金融服务行业在人员营销策略、全过程服务策略以及有形展示策略上的构想。最后论文阐述了中国银行Y分行普惠金融业务市场营销组合策略的实施保障措施。 希望本文的探究不仅可以为中国银行Y分行普惠金融业务市场营销提供可行性建议，而且也可以为Y市小微企业解决融资难、融资贵问题提供有益的参考和借鉴，充分体现普惠金融的政治性、人民性。
英文摘要：	In recent years, private enterprises have faced difficulties and high financing costs, while the banking industry urgently needs to break through bottlenecks in its development due to industry changes and fierce competition among peers in the market. The country continuously releases liquidity of funds at the policy level, guiding financial resources to flow into the real economy through inclusive finance. In this context, the research on marketing strategies for inclusive finance business of banks has significant practical significance. This article is guided by modern marketing theory and uses PEST analysis to analyze the macro environment of the development of inclusive finance business in Bank of China Y Branch, including politics, economy, society, and technology. The Porter's Five Forces model is used to discuss the competitive environment in the regional market where Bank of China Y Branch is located. On the basis of increasingly fierce competition among peers and a clear downward trend in deposit and loan interest rates, this paper conducts a SWOT analysis of Bank of China Y Branch, elaborating on its strengths and weaknesses in the current market, as well as the opportunities and challenges it faces, as an important basis for formulating and optimizing marketing strategies. The paper adopts the method of conducting a questionnaire survey on the existing and potential new customers of the inclusive finance business of Bank of China Y Branch, to investigate and summarize the operating situation of the inclusive finance business of Bank of China Y Branch, analyze the existing problems and reasons, and provide a more accurate foothold for the subsequent development of marketing strategies. The paper uses the STP strategic marketing analysis framework to segment the inclusive finance market of Bank of China Y city, clarify the target market of Bank of China Y branch's inclusive finance business, and ultimately define the market positioning of Bank of China Y branch's inclusive finance. On this basis, a combination strategy for the inclusive finance business of Bank of China Y Branch was proposed in four aspects: product credit, product pricing, customer acquisition channels, and promotion to expand customers, as well as ideas for personnel marketing strategy, full process service strategy, and tangible display strategy as part of the financial services industry. Finally, the paper elaborates on the implementation guarantee measures of the marketing mix strategy for inclusive finance business of Bank of China Y Branch. I hope that the exploration in this article can not only provide feasible suggestions for the marketing of inclusive finance business of Bank of China Y Branch, but also provide useful references and inspirations for small and micro enterprises in Y city to solve the problems of difficult and expensive financing, fully reflecting the political and people-oriented nature of inclusive finance.
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