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论文编号：	2652
作者编号：	2120082477
上传时间：	2010/6/22 14:54:01
中文题目：	浙商银行中小企业专营业务营销战略及其实施研究
英文题目：	The research on marketing strategy and its implementation of franchised operation to medium and small-sized enterprises in Zheshang bank
指导老师：	吴晓云
中文关键字：	浙商银行天津分行 中小企业专营业务 营销战略
英文关键字：	Zheshang Bank Tianjin Branch; Medium and Small Enterprises specialized business; Sales Strategy
中文摘要：	随着我国经济的高速发展，中小企业已经成为经济增长级中一个重要的组成部分，其与日俱增的发展现状也已成为我国经济发展的强劲动力之一。在这种大环境下，银行业的业务领域也拓展到了中小企业服务当中。伴随着业务量的不断增大，营销战略的制定与策略的实施就越来越受到银行业的广泛重视。在这种背景下，浙商银行天津分行推出了中小企业专营银行这一品牌服务银行，这是本文写作的一个亮点。此外，银行业务一般分为批发、零售、对公业务、对私业务、国际业务等。本文结合作者的实际经历，运用相关理论知识，针对性的对浙商银行天津分行中小企业专营业务的战略以及策略进行了较为详细的分析与总结，这就是本文的另一个亮点。 本文第一章是绪论，包括了研究背景、研究框架及意义和创新点。第二章回顾了金融机构在营销过程中涉及到的相关理论，并重点介绍了SWOT理论STP理论。第三章分析了浙商银行天津分行中小企业专营业务的现状和存在的问题并运用SWOT理论进行了内外环境的分析。第四章则介绍了浙商银行整体发展战略以及中小企业专营业务的战略概述。第五章重点从产品策略、价格策略、渠道策略和促销策略四个方面对其营销战略进行了分析并给出了支持其营销战略发展的支撑体系：组织保障、制度保障及后期管理。 本文的结论是浙商银行天津分行中小企业专营业务应针对目前现存的问题进行改革与创新，并通过实施完善有效的营销策略以及后期管理全力打造中小企业专营业务这一特色产品，争取在同类行业竞争中取得领先优势，提高市场份额，并进一步发展与扩大相关业务。
英文摘要：	With the rapid development of China’s economy, medium and small enterprises has become a very important part of poles of economic growth, whose rapid developing situation has also become one of the strong driving force for economy development. Under this circumstance, banking industry starts to expand its service to meet the demand of medium and small enterprises. As business increased, banking industry attaches great importance to the establishment and implementation of sales strategy. Under such circumstance, Zheshang Bank Tianjin Branch starts a brand new service called Medium and Small Enterprises specialized bank.This is the highlight of the current thesis. In addition, usually banking service is divided into several parts like wholesale, retail, corporate business, personal business and international business. This paper, combined with the actual experience of the author, uses relevant theoretical basis to make a particular analyses and conclusion on the strategy of Zheshang Bank, Tianjin Branch Medium and Small Enterprises specialized bank. This is the other highlight of the present paper. This thesis is arranged in five chapters. Chapter 1 gives a general description of the present research as well as the research background, theoretical framework and innovation point. Chapter 2 attempts to review the theories concerned finance institution in sales process. Chapter 3 analyses the present situation and existing problems of Zheshang Bank, Tianjin Branch Medium and Small Enterprises specialized bank. The author uses SWOT Theory to analyze the inner and outer environment. Chapter 4 introduces the overall developing strategy of Zheshang Bank and Tianjin Branch Medium and Small Enterprises specialized bank. Chapter 5 explains the sales strategy of Zheshang Bank, Tianjin Branck from the aspect of product strategy, channel strategy, price strategy and promotion strategy, besides, the author offered the supporting system, structure guarantee, system guarantee and later stage management which support the development of its sales strategy. II Abstract III The conclusion of this paper is Zheshang Bank, Tianjin Branch Medium and Small Enterprises specialized bank shall change and innovate in reaction to the existing problem and make this brand into a special product by carrying out effective sales strategy and excellent later stage management in order to get the leading place in competition, to raise market share and further expand relevant businesses.
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