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论文编号：	2561
作者编号：	2220080866
上传时间：	2010/6/11 15:22:50
中文题目：	光大银行天津分行对公业务营销战略研究
英文题目：	The study on the public business marketing strategy of China Everbright Bank Tianjin Branch
指导老师：	张永强
中文关键字：	关键词： 光大银行天津分行 对公业务 营销战略
英文关键字：	Key words：China Everbright Bank Tianjin Branch；The public business；Marketing Strategy
中文摘要：	中国加入WTO以后，我国金融市场对外开放程度加大，外资银行纷纷涌入，我国金融市场的竞争越来越激烈。外资银行凭借其先进的管理技术、发达的金融创新工具、成熟的品牌支持、雄厚的资金实力以及丰富的营销经验，在我国金融市场抢夺了大批优质客户资源。这对我国商业银行的生存与发展提出了严峻挑战。如何在激烈竞争的环境中处于优势竞争地位，如何扩大对公业务的发展，已成为我国商业银行管理者关注的重点问题之一。 本文以战略营销理论为指导，以中国光大银行天津分行为研究对象，通过对光大银行天津分行对公业务的发展过程、现状、目标以及存在的问题进行分析，梳理出光大银行天津分行对公业务营销战略主线，并提出对公业务发展战略的实施对策。 本文的研究，旨在使光大银行天津分行对公业务健康稳定的发展，进而使光大银行天津分行在激烈的金融市场竞争中获得长期的竞争优势，同时也为我国其他商业银行对公业务的发展提供经验，促进我国商业银行健康快速成长，使我国商业银行在面对外资银行的冲击下持续发展。 本论文共分为六章：第一章是绪论，主要介绍论文的研究背景和研究意义、研究思路和研究框架。第二章回顾了战略营销相关理论以及SWOT分析工具，为全文的研究寻求理论支撑。第三章主要运用SWOT分析工具对光大银行天津分行对公业务的现状、优势与劣势以及面临的发展机会和威胁进行了分析，并讨论了光大银行天津分行对公业务中存在的问题。第四章研究了光大银行天津分行对公业务营销战略目标和战略选择。第五章从组织结构、团队建设、客户关系、产品开发以及人力资源等五个方面提出了光大银行天津分行对公业务营销战略的实施对策。第六章是结论，对本文的研究进行归纳和总结。 本文的创新点在于，通过理论与实际相结合的研究，阐述了光大银行天津分行对公业务营销战略设想，并从可操作的角度，对光大银行天津分行对公业务营销战略的实施提出对策和建议。
英文摘要：	China's accession to WTO, China's increased openness of financial markets, foreign banks flooded into China's financial market more competitive. Foreign banks with their advanced management techniques, innovative tools developed financial, mature brand support, strong financial strength and a wealth of marketing experience in China's financial market to snatch a large number of meet rich. This is our survival and development of commercial banks has posed a severe challenge. How in a highly competitive environment, dominant competitive position, how to expand the public business development , has become the focus of commercial banks, one of managers. In this paper, strategic marketing theory as a guide to Tianjin branch of China Everbright Bank study, through to the Everbright Bank, Tianjin Branch of the public business development process, current situation, goals, and analysis of the problems, came out of the Everbright Bank, Tianjin Branch the main line of public business marketing strategy and business development strategy presented to the public and the implementation of countermeasures. This study, aimed at China Everbright Bank, Tianjin Branch of the healthy and stable development of public services, thereby enabling China Everbright Bank, Tianjin Branch in the fierce competition in the financial markets, long-term competitive advantage, but also for our other commercial banks to public services experience in the development, and promote healthy and rapid growth of China's commercial banks, commercial banks in the face of our country under the impact of foreign banks continued development. The thesis is divided into six chapters: The first chapter is the introduction, describes the research background and research papers significance, ideas and research framework. The second chapter reviews the theory of Strategic Marketing and SWOT analysis tool to study the full text search for theoretical support. The third chapter, the use of SWOT analysis tools Everbright Bank, Tianjin Branch of the public business of the situation, strengths and weaknesses and opportunities and threats facing analyzed and discussed the Everbright Bank, Tianjin Branch of the public business problems. Chapter IV of the Everbright Bank, Tianjin Branch of the strategic objectives of public service marketing and strategic choices. Chapter V from the organizational structure, team building, customer relations, product development and human resources put forward five Everbright Bank, Tianjin Branch of the public business marketing strategy implementation measures. Chapter VI is the conclusion of this study and summarized. Innovation of this paper is that, by combining theoretical and practical research, expounded China Everbright Bank, Tianjin Branch of the public business marketing, strategic vision, and from the operational point of view, of the Tianjin Branch of China Everbright Bank on the implementation of public and business marketing strategy put forward Strategies and recommendations.
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