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论文编号：	6682
作者编号：	2220130067
上传时间：	2014/12/4 9:09:52
中文题目：	北京银行西安分行公司业务营销策略研究
英文题目：	Research on Corporation Business Marketing Strategies of Xi’an Branch of Bank of Beijing
指导老师：	林润辉
中文关键字：	市场营销；北京银行西安分行；公司业务；营销策略；
英文关键字：	Commercial Banks Marketing； Xi’ an Branch of Bank of Beijing； Company Business；Marketing Strategy
中文摘要：	商业银行市场营销是以商业银行为主体，以客户为核心，根据金融市场的变化，利用自身的优劣势，凭借现代化的科学技术与设备，综合运用各种营销方法和工具，设计一定的金融产品，并将其销售给客户，并为客户提供超值服务，从而实现银行盈利最大化和客户满意的一系列双赢活动。随着我国银行业市场的日益开放，国际先进的商业银行、金融集团纷纷进入我国市场，国内市场的竞争日渐激烈。同时伴随着金融业自由化加快，银行监管加强，市场准入降低，金融创新加快，金融脱媒加速，互联网金融势不可挡，商业银行在激烈的市场中取胜，必须深入研究商业银行市场营销。 北京银行做为中国新型商业银行的代表，经过了18年的发展，完成了更名、引进境外投资、跨区域经营、公开上市等重大战略，成功跻身于全球1000家大银行之列，成为中国商业银行中佼佼者。2008年3月28日，北京银行西安分行正式成立，是北京银行成立的第三家异地分行，是跨区域经营的重要一步。经过六年的努力，西安分行在陕西市场已具有一定营销力，形成了符合自身的营销策略，尤其是公司业务开创出了有自身特色的发展路径，具有在当地市场强有力的市场品牌和口碑，对其策略研究具有非常现实的意义。 本文以北京银行西安分行公司业务为研究对象，利用分行公司业务的第一手资料和数据，将市场营销理论与北京银行西安分行营销实践相结合，从产品、服务、人力资源、品牌建设四个方面阐述了北京银行西安分行公司业务当前的营销现状，面临的宏微观环境，对北京银行西安分行公司业务进行了SWOT分析，通过SWOF分析可知北京银行西安分行公司业务优势、劣势、机会和威胁，得出了北京银行西安分行公司业务存在以下四方面的问题：产品与服务同质性较强、定价机制僵化、议价能力弱，渠道建设不足，促销深入度不够。并对未来北京银行西安分行公司业务营销策略的选择和实施提出了一些想法和建议，从人力资源、营销客户方案的制定、业务发展的模式和差异化定位来制定分行公司业务营销策略。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。在论文中，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。这对未来北京银行西安分行公司业务营销能力的提高具有一定的参考价值。
英文摘要：	Marketing of commercial bank is a series of financial market-oriented practices, which include the use of available resources, the use of modern technology and equipment and the use of various marketing methods and tools. Its goal is to maximize the profit of commercial bank by providing customers with profitable financial products and services to meet customer's needs. With the opening up of banking market in China, international commercial banks and financial groups have entered and the competition becomes increasingly fierce. And by the trends of accelerating of liberalization, strengthening of supervising, lower threshold of entry, booming of financial innovation, financial disintermediation and development of internet-financial, commercial banks have to do deep research on the market strategy if they want to win in the fierce competition. Bank of Beijing is typical sample of new-mode commercial bank in China. During 18 years development, it had being through many decisive strategies, like name changing, introducing the oversea investment, cross-regional expanding and going public. Now it is one of top 1000 banks in the world and is in the leading position among all the commercial banks in China. Xi'an Branch, established in March 28, 2008, is the third branch of Bank of Beijing. Its establishment is key step for expanding the cross-regional business. After six years hard work, Xi’an Branch is holding an impressive share in Shaanxi’s financial market and is forming the marketing strategy which is suitable to itself, especially on corporation business. Its corporation business has explored the path of development with its own characteristics, which is highly recognized by the local market. The strategy research on this sample has very practical meaning. The research subject of this paper is the corporation business marketing strategies of Xi’ an Branch of Bank of Beijing. By using first-hand information and data, we could combine marketing theory to the practicing of Xi’an Branch. Through analyzing on the strategies of products, services, human resources and brand building, this paper explains the status and trends of the development of China's banking industry, as well as the current marketing situation of Xi' an Branch in the macro and micro environment. By the SWOT analysis, we could sum up four marketing problems of Bank of Beijing Xi' an Branch, such as the vague identity of products, the lack of flexibility on price, limits on channels and weak intensity on promotion. This paper also gives instructions and advices to the future development of Xi’an Branch. During the analysis, I classify the target customers from different dimensions and make sure the products could meet the needs of different customers. In this paper, I mainly elaborate the four marketing strategies including product strategy, price strategy, channel strategy and promotion strategy. I think this research will be helpful to the promotion of the marketing ability of Xi’an Branch.
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