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论文编号：	6100
作者编号：	2220120456
上传时间：	2014/5/26 16:48:25
中文题目：	中信银行总行营业部公司业务营销策略研究
英文题目：	Study on the Corporate business marketing strategy of China CITIC Bank
指导老师：	许晖
中文关键字：	中信银行总行营业部；公司业务；营销策略
英文关键字：	China citic bank; Corporate business; The marketing strategy
中文摘要：	一直以来，公司业务作为商业银行的核心业务之一，其为商业银行贡献了大部分的经营效益。因此，商业银行历来也非常重视公司业务的发展。随着银行同业竞争的加剧，如何通过提升商业银行公司业务的市场营销水平，进而提升公司业务的规模和竞争力，逐渐成为商业银行关注的焦点问题之一。　　　本文以中信银行总行营业部为研究对象，结合市场营销有关理论，首先分析中信银行总行营业部的营销策略现状和存在问题。分析结果发现，尽管目前中信银行总行营业部的公司业务发展呈现良好势头，公司业务市场营销取得了不少成绩；但是，总行营业部的公司业务的市场营销策略仍存在一些问题，主要体现在：营销理念滞后、产品缺乏特色、定价机制欠合理、营销渠道单一、促销力度不足等方面。其次，文章结合SWOT分析方法对中信银行总行营业部的营销内外部环境进行分析，发现区域经济金融的发展将为公司业务营销活动的开展提供有利环境，但利率市场化、产业结构调整、互联网金融发展等将给公司业务发展形成挑战。再次，本文针对中信银行总行营业部市场营销策略存在问题，结合SWOT分析结果，为改进总行营业部公司业务的市场营销策略提出了相关建议，包括创新营销理念、明确市场定位、提高产品研发力度、增强客户服务意识、优化公司业务定价方式、丰富营销渠道、提高促销力度等。最后，为有效落实新的营销策略，本文还提出相关保障措施。本研究对商业银行提高公司业务的市场营销水平具有一定的参考价值。
英文摘要：	For a long time, business as one of the core business of commercial Banks, the commercial Banks for most of the management benefit. Therefore, commercial Banks has also attaches great importance to the development of the company's business. Since the bank competition, how to improve the commercial bank marketing level of the company, raise the scale and competitiveness of the company's business, gradually become one of the focus of the commercial Banks. This paper takes The operation&business of China citic bank as the research object, combined with the theories of marketing, the first analysis of the business department of the headquarters of China citic bank marketing strategy situation and existing problems. The results found that although the company's business development of the business department of the headquarters of China citic bank presents the good momentum, the company's business marketing a lot of achievements; But, of the business department of the headquarters of a marketing strategy of the company there are still some problems, mainly reflected in: marketing idea lag, lack of product characteristics, reasonable pricing mechanism to owe, insufficient marketing channels, promotions, etc. Secondly, combining with the SWOT analysis method to the marketing of the business department of the headquarters of China citic bank internal and external environmental analysis, found that the regional economic and financial development will provide favorable environment for business and marketing activities for the company to carry out, but the interest rate mercerization, the industrial structure adjustment and development of the Internet financial will form a challenge to the development of the company's business. Again, this article in view of the citic bank head office sales marketing strategy problems, combined with the SWOT analysis, to improve the sales of the company of the headquarters of the marketing strategy put forward some Suggestions, including innovation marketing idea, a clear market positioning, product research and development strength, enhance customer service awareness, optimizing the company's business pricing, rich marketing channels, promotions, etc. Finally, for the effective implementation of the new marketing strategy, this article also puts forward relevant protection measures. This study of commercial Banks improve the level of marketing of the company has a certain reference value.
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