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论文编号：	7021
作者编号：	2120122709
上传时间：	2014/12/10 10:35:45
中文题目：	中国建设银行国际化区位选择与国际营销战略研究
英文题目：	The study of location selection and international marketing strategy of China Construction Bank
指导老师：	吴晓云
中文关键字：	建设银行；国际化；区位选择；营销组合
英文关键字：	China Construction Bank, internationalization, location selection, marketing mix
中文摘要：	随着经济全球化进程的加快，中国经济与世界经济进一步融合，中国银行业作为中国经济的重要组成部分，也已到了不得不走出去，不得不立即走出去，不得不加快走出去的历史关键时刻。 建设银行作为中国银行业的重要成员，其国际化进程备受世人瞩目。本文以建设银行为主要研究对象，从银行国际化的动因理论出发，介绍了建设银行国际化发展的动因、战略、进程及现状，分析建设银行的国际化发展过程中存在于内外部环境中的优势和劣势。 随后，本文从区位选择角度出发，结合区位选择理论和国际化大银行的经验，对建设银行现有区位选择决策因素存在的特点与问题进行分析，对建设银行区位选择具体实施过程中应考虑的目标国进入次序、扩张时机、进入方式、机构存在形式等问题进行探讨。 之后，本文着重从市场营销角度，结合建设银行发展特点及国际化经营过程中所具有的优势，对建设银行的竞争者地位、所面对的细分市场以及目标市场的选择及营销策略组合进行研究，对建设银行在境内外联动市场实施的策略进行分析，对现有目标市场潜力的挖掘和当地市场开发提出建议。 最后，本文从经营管理的角度提出了对建设银行国际化经营的相关建议，包括制定合理的国际化发展战略，利用科技通讯手段打破地域限制，充分利用海外机构混业经营优势对全行整体业务进行有力补充，以及提升营销组织模式等创新意见。
英文摘要：	With the rapid development of economic globalization and the integration between the Chinese economy and world’s economy, the internationalization of Chinese banks has come to a critical period of history, which is significantly important to the economy of China. The Chinese banks now have to accelerate their pace of internationalization. As an important member of Chinese banking, China Construction Bank’s internationalization process becomes more recognizable. This paper mainly focuses on the internationalization process of China Construction Bank (CCB for short), introduces CCB’S internationalization strategy and the current situation of its internationalization process, makes an analysis of CCB’s internationalization causes and the internal and external advantages and disadvantages existed in the development environment. First, from the viewpoint of bank location selection, this paper analyzes the characteristics and the problems that existing in CCB’s decision factors combining the location selection theory and the experience of international banks. It suggests CCB should take the entry order of the target country, the opportunities of expansion, the mode of investigation and the exist forms of oversea organization issues into account when making the specific implementation processes. Then, this paper emphatically analyzes CCB’s characteristics and the process of its internationalization advantages from the angle of the international marketing. It conducts a research to CCB’s competitor’s status, market segmenting, target market, positioning and marketing strategy. It makes an analysis of CCB’s implement strategy beyond the domestic and foreign market, makes suggestions to the potential mining of local market. Finally, from the aspects of business management, this paper puts forward some suggestion on CCB’s management including making a reasonable internationalization strategy, using information technology to break the regional differential limit, making full use of overseas institutions comprehensive advantage to be supplement to the whole banking business and improving the marketing organization pattern innovation.
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