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论文编号：	6650
作者编号：	2220101064
上传时间：	2014/12/2 19:58:23
中文题目：	北京银行南宁分行营销策略研究
英文题目：	Marketing Strategy Research of Bank of Beijing Nanning Branch
指导老师：	马连福
中文关键字：	北京银行；广西市场；市场营销；营销策略
英文关键字：	Bank of Beijing; Guangxi Zhuang Autonomous Region market; marketing; marketing strategy
中文摘要：	改革开放以来，中国银行业获得了快速地发展，业务规模、赢利水平都达到或接近国际先进水平。北京银行在中国金融改革的大潮中诞生，在市场的洗礼中抢占市场，在努力的拼搏中结出发展的硕果。 经过十八年的发展，北京银行已经从一家濒临倒闭的小银行发展成为一家国内领先、国际知名的现代化商业银行。在北京银行不断前进的征途中，实行跨区域发展是北京银行在业务发展过程上采取的战略决策之一。 广西壮族自治区是北京银行进一步实行跨区域发展的目标市场，面对一个新的市场环境，如何做好市场营销工作，取得优异的经营业绩，树立良好的市场形象，是一个具有十分重要现实意义的课题。 为此，本文对市场营销中的客户关系管理及相关理论进行了学习论述，对我国银行业的发展情况进行了简要介绍，分析了广西地区的政治、经济、文化、科技环境，论述了北京银行实行跨区域发展的必要性，并在此理论的基础上北京银行所面临的机遇和挑战进行了分析，从而找出北京银行在实施跨区域发展战略中存在的问题，并在此理论的指导下得出解决相关问题的对策，探讨了确保这些政策得到落实的保障措施，最终得出结论。 希望通过本文的研究能够对北京银行的跨区域发展战略能够起到一点有益的帮助。
英文摘要：	Since China's economic reform in 1978, the banking industry of China has grown tremendously and caught up with rest of the world in terms of transaction volume and profitability. Bank of Beijing was established in this historical window. It not only survived the vast institutional transition, but also, through hard work and dedication, became healthier and stronger Bank of Beijing was on the brink of bankruptcy 18 years ago. However, it has now become a market leader in China, with a world-wide reputation. The key for this huge achievement is a continuous emphasis on cross-regional expansion. The Guangxi Zhuang Autonomous Region is Bank of Beijing’s next target. Hence it is significant to carefully study how to promote business, generate good profit, and build up a health market image in Guangxi. To this end, this thesis first discusses CRM theory, briefly introduces the development of China's banking industry，and analyzes the guangxi region of politics, economy, culture, science and technology environment, expounds the necessity of bank of Beijing implements the cross-regional development, analyzes the opportunities and challenges faced by bank of Beijing. Then the thesis locates some of the problems that Bank of Beijing has in trans-regional expansion, and provided solutions based on SWOT theory. This article concludes by discussing how to implement the suggested solutions. I hope this research can benefit Bank of Beijing’s trans-regional expansion.
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