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论文编号：	3627
作者编号：	2220090973
上传时间：	2011/11/4 15:25:51
中文题目：	我国商业银行集合营销模式研究
英文题目：	Research on integrating marketing model of commercial banks in china
指导老师：	张永强
中文关键字：	关键词：商业银行;商业模式;集合营销模式
英文关键字：	Keywords: Commercial Banks; Business Model; Aggregative Marketing
中文摘要：	随着中国加入WTO和金融开放程度的扩大，外资银行不断进入中国，他们凭着先进的管理经验、敏锐的市场触觉、灵活的营销手段在我国各大城市开展金融业务，对我国商业银行形成巨大的挑战，国内外银行之间的竞争更加激烈。在激烈的竞争环境中，我国商业银行还停留在较低的战术层次上，银行营销手段零散、缺乏系统性，更没有真正形成一整套营销体系，也没从战略层面上对市场营销活动进行全面的统筹管理，如果我国商业银行不能建立起现代化的市场战略和营销模式，将无法面对国外金融巨头的挑战。本文以现代管理理论为指导，以我国商业银行为研究对象，通过对我国商业银行市场营销的发展现状及存在的问题进行分析，阐述了商业银行集合营销思想，并提出改善我国商业银行市场营销的对策与建议。本文认为，我国商业银行市场营销要发展，应采用集合营销模式，即做到真正 “以客户为中心”满足客户的金融需求；构建新型银企合作关系；开展差异化营销战略；完善商业银行市场营销战略体系；改革银行内部管理体制；建立复合型营销队伍等。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、研究思路和研究方法、和研究内容研究框架。第二章回顾了战略管理、商业模式相关理论、营销管理，为全文的研究寻求理论支撑。第三章主要对我国商业银行的历史演变、发展现状及市场营销存在的主要问题进行了分析。第四章阐述了商业银行集合营销模式的总体思路。第五章从营销观念与合作模式、营销战略与营销管理、营销人才与考评机制等方面提出了商业银行集合营销模式实施对策。第六章是结论，对本文的研究进行归纳和总结。本文通过理论与实际相结合的研究，阐述了商业银行集合营销模式设想，并从可操作的角度，对集合营销模式在商业银行市场营销中的应用问题进行了系统的阐述。
英文摘要：	Following China entering into WTO and the widening of financial opening up，more and more foreign banks came to China. With advanced management experience，acute market feeling and flexible marketing means，they open their banking business in our large cities and cause large challenge to Chinese commercial banks and arouse furious competition between Chinese and foreign banks. In the furious competition condition, our Chinese commercial banks are still rest on low level tactic competition means with scattered marketing means and say nothing of systemic marketing system. Chinese commercial banks have never had any presidential management from the strategic point on marketing activities. On the understanding that Chinese commercial banks could not set up our own modernized marketing strategy and marketing pattern，we wouldn’t have the ability to face the challenge of foreign financial giants. Through the analysis of status in quo and existent problems，taking the aggregative marketing theory as direction and the Chinese commercial banks as study object, this thesis focuses on the discussion of commercial banks’ aggregative marketing theory and puts forward countermeasures and suggestions to improve our commercial banks’ marketing. This paper points out that if Chinese banks want to develop their marketing，they should take the aggregative marketing，that is to focus on their customers and to meet their financial needs. They should build new collaborative relations between commercial banks and their customers and take the diversified marketing strategy. They should improve their marketing strategy system，reform the internal management system and set up a compound marketing team. With this paper，I would like to deliver some experience on our commercial banks’ marketing to spur the standing and healthy development of our commercial banks so that to have marketing advantage in the furious competition and to go easy to face the foreign banks’ challenge. This thesis is divided into six chapters. The first chapter is the introduction that introduces the research background and significance, research ideas and research methods, content and research framework. The second chapter reviews the marketing, strategic management, human resources management theories and business models to finding the theoretical support for the full-text research. The third chapter analyzed the main problems on the historical evolution of China's commercial banks, development status and marketing. The fourth chapter describes the general concept of the aggregative marketing mode of commercial banks. The fifth chapter proposed implement measures of aggregative marketing model for commercial banks from five areas which are the collaborative relations between banks and enterprises, the diversified marketing strategy, the aggregative marketing concept，the marketing team construction, the incentive and restraint mechanisms and the marketing management system. This thesis described the aggregative commercial banks marketing model assumptions through a combination of theory and practical research，and made a systematic exposition of aggregative marketing model for marketing in the commercial banks in the application from the operational point of view.
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