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论文编号：	6984
作者编号：	2120122793
上传时间：	2014/12/9 15:05:36
中文题目：	青岛农商银行整合营销策略研究
英文题目：	Research on Integrated Marketing Communications of Qingdao Rural Commercial Bank
指导老师：	武立东
中文关键字：	商业银行；服务营销；整合营销
英文关键字：	Commercial bank, service marketing, and integrated marketing communication
中文摘要：	青岛农商银行是原青岛市农村信用社改制成立的农村商业银行，是青岛市规模最大、网点最多的地方法人银行。青岛农商银行自2012年改制成立后，持续推进转型变革，各项业务发展迈上新的台阶。但是随着信息技术革命带来的机遇和挑战，如何在激烈的竞争中赢得先机是银行管理层面临的新课题。本文以整合营销和服务营销的理论为基础对青岛农商银行的营销组合及优势、劣势、机会、威胁进行了详细的分析。根据整合营销理论，有针对性的提出了基于内外部资源整合的系统营销策略，以目标客户为导向，由外而内，整合银行内外部资源，建立长期稳定的客户关系，并着力解决分工过细带来的部门间及银行与其他组织间的沟通障碍，提升银行的整体协调能力，打造商业银行可持续发展的核心竞争力。本文以青岛农商银行为例，综合运用系统分析的方法和营销分析工具，定性分析与定量分析相结合。一是采用4P分析方法分析了青岛农商银行的营销组合，运用SWOT分析工具对青岛农商银行的内部优势和劣势，外部机会和威胁进行了分析，然后找出青岛农商银行营销管理存在的问题，并对问题的根源进行了详尽的分析。二是通过对青岛农商银行个案的详细剖析和研究，提出青岛农商银行实施整合营销策略的必要性，并构建基于银行内外部资源整合的银行营销体系。三是结合青岛农商银行的工作实践，提出青岛农商银行整合营销策略的实施和保障对策，用以解决实际问题。希望本文分析的方法和思路对商业银行营销管理有所启发和参考。
英文摘要：	Qingdao Rural Commercial Bank is a rural commercial bank reformed from the original Qingdao rural credit cooperatives and it is the largest local corporate body with most branches in Qingdao. It continues to advance the transformational change and the development of various businesses comes to a new stage after its restructuring from 2012. But with the opportunities and challenges brought by information technology revolution, how to win advantages in the fierce competition is a new task that the bank's management is faced with. Based on the theory of integrated marketing and service marketing, the paper will analyze the marketing combination, advantages, weaknesses, opportunities and threats of Qingdao Rural Commercial Bank in detail. According to the theory of integrated marketing, the paper puts forward the systemic marketing strategies purposely based on the internal and external resources integration and they regard the target customer as orientation, integrate the internal and external resources of bank from exterior to inner to establish a long-term and stable customer relationship and spare no effects to solve the communicational obstacles between the departments and the bank and other organizations brought by refined classification to enhance the overall coordination of the bank and build the core competitiveness of sustainable development of commercial banks. The paper will take Qingdao Rural Commercial Bank as an example to apply the method of system analysis and marketing analysis tools comprehensively and combine qualitative analysis with quantitative analysis. The first part is to adopt 4P analysis method to analyze marketing combination of the bank and use the SWOT analysis tool to analyze the bank's internal advantages, weaknesses, external opportunities and threats and then find out the marketing management problem in the bank to analyze the root of the problem in detail. The second part puts forward the necessity of the implementation of integrated marketing strategy of Qingdao Rural Commercial Bank bank and builds bank marketing system based on internal and external resources integration by the detailed analysis and research of the bank case. The third part puts forward the implementation and safeguard measures of the integrated marketing strategy to solve practical problems based on the practical work of the bank. I hope the analysis method and idea of this paper can provide some inspiration and reference for the commercial bank marketing management.
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