联系我们

论文查询结果	返回搜索

论文编号：	5087
作者编号：	2220101063
上传时间：	2013/5/24 18:31:52
中文题目：	北京银行西安分行对公业务营销策略研究
英文题目：	Research on Corporation Business Marketing Strategies of Xi’an Branch of Bank of Beijing
指导老师：	吴晓云
中文关键字：	北京银行西安分行；对公业务；营销策略
英文关键字：	Xi’an Branch of Bank of Beijing; Corporation Business;Marketing Strategy
中文摘要：	随着中国股份制商业银行近年来年的迅猛的发展和扩大，其盈利能力和资产质量都有了较大的提高，因而提高股份制商业银行营销水平对其发展壮大有重要促进作用。运用合适的现代化的营销理论来指导商业银行实际营销现状，选择优质客户有效营销，是提高银行盈利能力的重要手段。北京银行西安分行经过五年的努力，已经在西安市场具有一定营销力量，开创出了有自身特色的发展路径。在竞争日益激烈的市场中生存，对北京银行西安分行的营销能力提出了更高的要求。因此研究如何将营销理论与分行的实际营销状况相结合，更好的开展对公业务产品的营销，己成为分行当前必须重视解决的问题。 本文以北京银行西安分行对公业务为研究对象，将产品营销理论与分行的营销实践相结合，分析了我国银行业的发展现状和趋势，以及北京银行西安分行当前的营销现状，总结出北京银行西安分行在营销中存在的问题，在分析问题时采用不同维度对市场进行细分，根据北京银行西安分行的实际情况出发，确定出分行的目标市场，把目标市场的产品进行差异化产品定位，重点阐述了北京银行西安分行在产品策略、价格策略、渠道策略、促销策略四个方面的营销策略。对未来北京银行西安分行对公业务营销水平的提高具有一定的参考价值。
英文摘要：	In recent years，with the rapid development and expansion of commercial banks in China, their profitability and asset quality have been greatly improved, thus, increasing the level of commercial banks’ marketing ability has played an important role in their growth and development. The use of the appropriate modern marketing theory to guide commercial banks’ marketing status, to select the quality customers, is an important means to improve the profitability of commercial banks. Xi'an Branch of Bank of Beijing, after five years of its effort, has been an assignable marketing force, creating a path of development with its own in Xi'an market. To survive in an increasingly competitive market, it requires a higher marketing capability of Xi'an Branch of Bank of Beijing. Therefore, how to combine marketing theory and branch marketing situation, and how to carry out the corporation business marketing better and better, have become a important problem for the branch. The research topic of this thesis is corporation business marketing strategies of Xi’an Branch of Bank of Beijing, to combine marketing theory and branch marketing situation, and the thesis analyses the status and trends of the development of China's banking industry, as well as the current marketing situation of Xi'an Branch. Then, the thesis sums up marketing problems of Bank of Beijing, Xi'an Branch. From the nature of corporations, firm size and comprehensive value contribution, these three dimensions in the market to carry out market investigations. According to the actual situation of Xi'an Branch, determine the target market and differentiate product positioning and marketing strategy for the branch. At last, the thesis sums up four aspects of marketing strategies, they are product strategy, pricing strategy, channel strategy and promotion strategy. It has certain reference value for the Bank to raise the level of corporation business marketing.
查看全文：	预览  下载(下载需要进行登录)