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论文编号：	3070
作者编号：	2120092559
上传时间：	2011/5/21 15:12:55
中文题目：	华融湘江银行营销策略研究
英文题目：	The Research of Marketing Strategy on XiangJiang Bank of China HuaRong
指导老师：	杜建刚
中文关键字：	华融湘江银行 营销环境分析 营销组合 营销策略
英文关键字：	XiangJiang Bank of HuaRong Environment Analysis of Marketing Marketing Mix Marketing Strategy
中文摘要：	中国加入WTO以后，我国的金融体制改革不断深入，金融市场规模不断扩大，市场功能不断深化，市场结构不断优化，逐步形成了多层次的金融市场体系。金融产品具有同质性、无形性、易模仿性和统一性的特征，证券、租赁、信托、担保等融资手段如雨后春笋般发展起来，再加上外资银行的进入，使我国的银行业面临着前所未有的机遇和挑战。 面对这样的发展环境，银行业的营销策略选择变得尤为重要。特别是对于区域性股份制商业银行来说，不良资产比重较大；银行业务单一；盈利能力较弱，使得在市场中所占的份额越来越少。如何在竞争日益激烈的条件下求生存，继而发展壮大是每一个中小股份制商业银行都要共同面对的问题。本文选取华融湘江银行为例，来探讨中小股份制商业银行的营销策略。 本文第一章提出了选题的背景和意义，研究思路及研究方法。第二章回顾了市场营销环境理论、STP理论和营销组合理论。第三章对华融湘江银行目前的外部环境和内部环境以及其在商业竞争中的优势和劣势进行了SWOT矩阵分析，确定其在行业中所处的战略地位。第四章根据第三章得出的结论从产品、价格、渠道、促销、人员、有形展示和服务七个方面研究制定出适合华融湘江银行发展的营销策略。第五章为实施第四章所制定的营销策略提出了建设性意见。第六章对全文进行了归纳总结。 本文的创新点在于树立以客户为导向的经营理念，充分利用华融湘江银行自身的地域优势和中国华融的平台优势，在进行目标市场选择的时候，适当放弃高端客户市场，对提高华融湘江银行的资金配置效率，化解地区金融风险具有重要的现实意义。希望本文对其他城市商业银行以及股份制商业银行的发展有一定的借鉴意义。
英文摘要：	After China joining WTO, the reform of financial system has been deepening and financial markets have been expanding. The markets function and structure have been deepen and optimized, gradually formed a multi-layer financial market system. The financial products have characteristics of homogeneity, invisible, easy imitation and uniformity .So, securities, leasing, trust, guarantee and other financing instruments have developed quickly. Besides these factors, the entries of foreign banks have been bringing unprecedented opportunities and challenge to our country’s banking industry. Faces of such development environment, the marketing strategies have been more important to the bank sector, especially for the regional joint-stock commercial banks. Large proportion of bad assets, single banking business, weak profitability, has made these banks market share diminishing. How to survive under conditions of increasingly competitive and become stronger has been the common question to these joint-stock commercial banks. The article has chose Hua Rong Xiang Jiang bank as an example to study the market strategy of Small joint-stock commercial banks. The first chapter presented the background and significance of topics, research ideas and research methods. The second chapter reviews the theory of the marketing environment, STP theory and the theory of marketing combination. Based on the current external environment and internal environment and its competitive business advantages and disadvantages of HuaRong XiangJiang bank, the third Chapter used the theory of SWOT matrix analysis and identified its strategic position in the industry. According to the conclusions of Chapter III,the chapter Ⅳ has made marketing Strategies for HuaRong XiangJiang bank from the product, price, channel, promotion, personnel, physical aspects of presentation and service. Chapter V has developed constructive comments base on the chapter IV for the implementation of marketing Strategies. Chapter VI summarized the whole article. The innovation of this article is to establish a customer-oriented management idea. Make full use of the geographical advantages of XiangJiang bank and platform Advantage of China HuaRong。Aside these factors, making the target market choice, appropriate to abandon the high-end customer markets will become important practical significance to XiangJiang bank to improve the efficiency of capital allocation, and resolve regional financial risk. At last, the purpose of this article is to give some reference for the development of other city commercial banks and the development of joint-stock commercial banks.
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