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论文编号：	2874
作者编号：	2120075020
上传时间：	2010/12/14 10:38:48
中文题目：	来华韩资银行的整合营销传播战略研究
英文题目：	A Study on the Integrated Marketing Communications Strategy of Korean Banks in China
指导老师：	申光龙
中文关键字：	来华韩资银行　整合营销传播 利益相关者 服务营销
英文关键字：	Korean Banks in China Integrated Marketing Communications Stakeholders Service Marketing
中文摘要：	进入21世纪以来，中国银行业发生了巨大变化。首先是中国加入WTO，银行业开始逐步对外开放，与过去中国政府以调控银行业作为经济增长策略相比，这是一次突破性的改革。中国投资环境的改变和经济的快速发展使许多外资银行看好中国经济发展的潜力，陆续在中国落脚。中国境内的外资银行不断增多，银行业出现激烈的竞争格局。与此同时，韩资银行以多元化的业务分化方式打入了中国市场，呈现出迅速发展的大好趋势。国际化的胜败取决于长期战略的可行性和短期战略的效率性。花旗集团和汇丰银行的发展史说明打入海外市场并完成国际化是个漫长的发展过程。国际化不仅要有长远的打算，更重要的是要树立具体可行的方案及目标。韩资银行要将固有的特色和优点最大化，摸索出具体可行的战略，时刻铭记真正的国际化一定要植根于本土化的事实。 本研究认为来华韩资银行不仅要谋求自己组织的利益，更重要的是还要谋求目标群体的利益。本研究在回顾国内外整合营销传播管理理论、服务营销相关理论的基础上，对来华韩资银行的利益相关者进行分析，从战略、过程的角度构建了来华韩资银行的整合营销传播管理框架，进而提出来华韩资银行的整合营销传播战略管理流程。本文通过对友利银行（中国）这一实体银行进行案例分析，论证了本研究成果的必要性和可行性。本研究以丰富多样的理论为依据，试图探讨韩资银行的战略性策略，以来华韩资银行的营销策略为中心来展开对来华韩资银行发展战略的研究。 本研究的创新之处主要包括以下几点。第一，在文献回顾和对来华韩资银行环境分析的基础上，创造性提出了要将整合营销传播战略应用到来华韩资银行中，为处在复杂局面中的来华韩资银行提供了一套完整的战略管理工具。第二，将服务营销理论糅合进整合营销传播战略中，为处于服务业的银行业开展客户关系管理提供更为科学管理方式和应对策略。第三，提出了适用于来华韩资银行的基于5Rs的整合营销传播战略框架。第四，对友利银行（中国）进行了案例分析，并设计出具体的整合营销传播战略实施的关键点，对其他银行引用整合营销传播战略具有一定的借鉴意义。
英文摘要：	Since 2000, two changes occurred in China's banking industry. First, after China joined the WTO in 2001, there are large open trends in its banking industry. And this is an unprecedented reform compared with the former situation that Chinese government regulates the banking industry as one of the strategies of economic growth. Second, since the latter half of 2003, China has carried out the “Tight Monetary Policy” to curb the overheated economy. It also includes increases of loan interest and savings interest of RMB, which undoubtedly are noteworthy changes. In such a turbulent change, many foreign banks are optimistic about China's economic development potential and gradually settled in China. Korean banks are no exception. They entered into the Chinese market with a wide range of business differentiation, showing a great trend of rapid development. But it also means that there will be more foreign banks access to China. And fierce competition among banks is inevitable. Boundaries of the victory or defeat depend on the feasibility of long-term vision and the efficiency of short-term strategy. Citigroup Inc. (Citigroup) and HSBC Bank (HSBC) have developed over 100 years in overseas market. And it indicating that entering the overseas markets and to complete the nationalization is not overnight. Therefore, not only have we need long-term vision, more important is to establish a feasible goal. Korean banks should maximize its inherent characteristics and advantages and explore feasible strategies. Otherwise, they should always remember that the genuine internationalization rooted in a thorough localization. Korean investment bank based in China should not only seek their own interests of the organization, more importantly, also seek to target group's interests. In this study, domestic and international integrated marketing communication management theory, service marketing theories based on the Korean banks on China's analysis of stakeholders, from the strategy point of view the process of Korean banks in China built the Integrated Marketing Communication Management framework, which made Korean-owned banks in China integrated marketing communication strategic management process. In this paper, based on a variety of theories, strategic polices of South Korean banks will be explored. And I will analyze the status of the development of other foreign banks and Korean banks in China. Otherwise, focusing on the marketing strategy of Korean banks in China, I will discuss the future of Korean banks in China.
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