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论文编号：	6672
作者编号：	2220130976
上传时间：	2014/12/3 16:13:10
中文题目：	基于京津冀一体化下的中信银行机构业务营销策略研究
英文题目：	Study on the marketing strategy of China CITIC bank agency business based on the Beijing Tianjin Hebei integration
指导老师：	马连福
中文关键字：	商业银行;京津冀;机构客户;市场营销
英文关键字：	Commercial Bank;Beijng-Tianjin-Hebei;Institutional Customer;Marketing
中文摘要：	当前，我国处于经济转型攻坚期、城镇化建设机遇期、环境保护关键期、社会矛盾多发期。释放改革红利，短期稳增长,长期扩内需、调结构是我国经济发展进入新常态后的关键课题。 　　　与京津冀有地理相似性的长三角和珠三角已成为带动我国经济发展的重要极点。相较之下，京津冀地区资源配置行政色彩浓厚，大城市病显现、生态环境退化、区域差距悬殊、市场机制不完善、功能定位不合理等各种问题突出，改革需求迫切。 　　　在此背景下，推动京津冀协同发展，不仅是党中央、国务院在新的历史条件下的重大国家战略和重大决策部署，更是摆脱短期强刺激政策依赖，转向改革要动力的长期经济政策，对于调整优化区域生产力布局，统筹建设现代化新型首都圈，更好发挥国家重要经济引擎作用，积极探索全面深化改革新路径都具有重大意义,并将辐射到山东、山西和内蒙部分地区,构成大经济圈,打造我国经济增长第三极。 　　　中信银行做为我国改革开放后成立的股份制商业银行之一，实力日益壮大，理应在改革中发挥更大的作用。中信银行总行营业部是中信银行在京分支机构，正处于经营转型、优化结构调整的时期，选择下一步工作方向，是调整的重点之一。本文从营销理论入手，对中信银行总行营业部公司业务特点及特色、京津冀一体化背景下的市场方向、银行与以政府为代表的机构类客户合作机会进行了分析，提出了在新的经济金融形势下发展机构业务的市场定位及发展方向，并根据客户现实需要对业务营销策略进行了深入的分析，对商业银行的转型和发展具有一定的参考意义。
英文摘要：	Nowadays, our country is in a special period of economic transition, which will face urbanization construction opportunities, environmental protection and social contradictions of the multiple stage. In this period, release the reform dividend, short-term and long-term steady growth, expanding domestic demand, adjusting industrial structure are key issues of China's economic development. There are geographical similarity of the Yangtze River Delta and Pearl River Delta has become an important pole to drive the economic development of our country and Beijing-Tianjin-Hebei. In contrast, the Beijing-Tianjin-Hebei region resource allocation strong administrative color, Beijing city disease, ecological degradation of the environment and the regional gap, the market mechanism is not perfect, the function positioning is not reasonable etc. various problems, needs urgent reform. Under this background, to promote the coordinated development of Beijing-Tianjin-Hebei, is not only a major national strategy in the new historical conditions, the Party Central Committee and State Council and major policy decisions and arrangements, but also from short-term strong stimulus dependent, towards reform motivation to long-term economic policy, the adjustment and optimization of regional productivity layout, the overall construction of modernization of the capital circle. Better play the role of national important economic engine, and actively explore the comprehensive reform is of great significance to the new path, and radiation to Shandong, Shanxi and parts of Inner Mongolia, forming a large economic circle, making China the third pole of economic growth. 　　　China CITIC Bank was one of joint-stock commercial banks founded after China's reform and opening up,it growing strength and should play a greater role in the process of reform. CITIC Bank head office business department is the Branch of CITIC Bank in Beijing.It is in a period of the business transformation structural adjustment. Select the next working direction is one of the key adjustment. This article from the marketing theory, on the business analysis of business features and characteristics of CITIC Bank head office business department, the direction of the market integration under the background of Beijing Tianjin Hebei ,the cooperation opportunities of the institutional customer represented by the government, put forward the market positioning and direction of development agency business in the new economic and financial situation, and has carried on the thorough analysis according to the the customer real need to business marketing.It has ertain reference significance to the transformation and development of commercial banks.
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