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论文编号：	320
作者编号：	052301
上传时间：	2007/12/29 16:54:53
中文题目：	外资银行在中国市场营销策略研究
英文题目：	Research on Marketing Strategi
指导老师：	吴晓云
中文关键字：	外资银行、中资银行、关系营销、
英文关键字：	Foreign Bank Chinese Bank Re
中文摘要：	随着2006年底我国金融市场的全面开放，在华外资银行，在很大程度上获得了前所未有的发展空间。中外资银行在各个领域展开了业务的竞争，而且这种竞争还有愈演愈烈之势。中外资银行竞争的焦点是优质大客户的竞争，谁拥有了优质大客户，谁就有了进一步发展的空间。面对中国这样一个潜力巨大的金融市场，外资银行将会投入更多的精力, 不断发展。他们在国外有着先进的管理经验，但这些经验能否适应中国的国情，广大中国用户是否愿为新型的银行服务买单是摆在外资银行面前急需解决的问题。近几年中外资银行在市场营销的大战中异彩纷呈，所以，采取行之有效的营销策略，扩大市场占有率是外资银行迫在眉睫的任务。 回首西方银行市场营销的发展过程，经历了漫长的探索。本文主旨在于通过对外资银行在中国市场的营销战略进行深入剖析，总结出其在中国市场的成功营销经验，在此基础上期望能对中国本土银行业的发展有所启示和借鉴。 本文开篇对银行营销的发展做了简要的介绍，对外资银行在中国的发展现状，中外资银行的优劣势进行了全面的阐述，在此基础上提出了外资银行取胜的关键是营销战略，首先外资银行充分发挥其自身的优势，选择优质的大客户作为目标市场，利用客户关系管理建立忠诚的客户关系，实施客户经理制，对客户开展一对一的营销，并大力发展网络营销；其次，构建银行营销的新理念，由原来的以产品为中心转变为以客户为中心，强调客户满意的重要性，利用金融产品创新，金融服务创新满足大客户的需求，并注重开展品牌营销。在本文的最后一部分，作者就中资银行营销策略的借鉴做了简要的阐述，对中资银行的战略转型有一定的借鉴意义。
英文摘要：	With the complete opening of Chinese financial market at the end of 2006, the foreign banks in China obtain unprecedented opportunity to develop. Foreign banks and Chinese banks compete in all business and this competition tends to be fiercer. The focus of competition is big customers. The banks that capture the big customers will have more advantages to develop. Foreign banks will invest more in such a huge Chinese market. They have lots of advance experiences in the international bank market. But there are actual problems whether these experiences suit for Chinese market and whether could be accepted by Chinese consumers. Both foreign banks and Chinese banks try to attract customers with all kinds of marketing strategy. As such, it is important for foreign banks to take effective marketing strategy to enlarge their market shares. Foreign banks went through a long period of exploration to develop marketing in international market. The key intention of this paper is to analyze and summarize the successful marketing experience of foreign banks, and provide Chinese local banks with some marketing inspiration. The author starts with the introduction of marketing development, and followed by the introduction of current situation of foreign banks in China and respective advantages of foreign banks and Chinese banks. Based on that, the author concludes that the key factor to develop is strategy of marketing. Firstly, foreign banks choose big and high-end customers as target market, utilize customer relationship management to establish loyal customer relationship, take the account manager system to execute one-to-one marketing to customers and develop internet banking. Secondly, foreign banks structure new idea in marketing, change the product orientation into customer orientation, emphasize the importance of customer satisfaction, use the innovations of financial products and services to meet big customers needs and pay attention to brand marketing. In the last part of this article the author makes brief analysis on the successful experiences that Chinese banks could use for reference, which is helpful to the development of Chinese banks.
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