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论文编号：	7029
作者编号：	2120122995
上传时间：	2014/12/10 13:23:52
中文题目：	工商银行零售金融业务整合营销传播策略研究
英文题目：	A Research on Integrated Marketing Communication Strategy of the Retail Financial Services of Industrial and Commercial Bank
指导老师：	申光龙
中文关键字：	零售金融业务；工商银行；整合营销传播；传播策略
英文关键字：	The Retail Financial Services; Industrial and Commercial Bank; integrated marketing; Communication Strategy
中文摘要：	目前，由于国内外银行的激烈竞争，零售金融业务已成为工商银行利润的最主要来源之一。工商银行必须结合自身条件，完善营销策略，扬长避短，才能占据优势。工商银行的零售金融业务通过近年来市场的洗涤，其零售金融业务在理念和程度上都得到了大幅度提升，逐渐在为银行争取客户、创造价值上发挥作用。但是，当前的经济转型和互联网金融的发展也对零售金融业务提出越来越高的要求。如何不断满足客户的需求、探索出真正适用于工商银行零售金融业务的营销模式，已成为工商银行取得竞争优势的关键。有鉴于此，作者选择工商银行零售金融业务作为研究对象，在阅读大量文献和专业期刊的基础上，充分研究、分析相关案例，并结合作者在工商银行长期工作的实践经验，提出了基于服务整合营销传播理论的工商银行零售金融业务营销策略，目的在于改善工商银行零售金融业务的营销现状，在实践应用方面具有一定的创新性。本文首先从零售金融的内涵和特点出发，其次通过文献考察了国内外优秀商业银行零售金融业务实践，再次对工商银行零售金融业务的实际情况进行分析。然后本文以工商银行整体的零售金融业务为案例，借用整合传播营销的相关理论，以理论分析的方式，设计出了具有针对性、操作性强的“工商银行零售金融业务整合营销传播”这一创新模式，针对工商银行的顾客和员工为主的利害关系者需求的分析、识别和利用，研究企业内部整合营销传播工作模式和权力机构的设计，进而分析和构建了具体的工商银行整合营销传播的执行策略，最后对工商银行零售金融业务整合营销传播策略进行了绩效评价。
英文摘要：	At present, due to fierce competition in the domestic and foreign banks, retail financial business has become one of the most important sources of profit of the Industrial and Commercial Bank of China (ICBC). ICBC must combine with its own conditions, improve the marketing strategy, enhance strong points and avoid weaknesses, in order to occupy the advantage. Through efforts in market competition in recent years, the retail financial services of ICBC have greatly ascend both from the theory and from the function, really started to become a tool of ICBC to compete for appealing customers and creating value. However, with the economic transformation and the Internet financial impact on retail financial services, customers put forward the requirements of increasingly high. How to explore a set of suitable marketing mode of retail financial business for ICBC has become the key element to obtain the competitive advantage of the ICBC. In view of this, the author selects the retail financial business of ICBC as the research object. On the basis of reading a lot of literature and professional journals, the author has made fully study, analysed related cases, and combined with the author’s work experience in the ICBC, and then the author put forward the retail financial services marketing strategy service of ICBC according to the service conformity marketing dissemination theory, which has certain innovation in practice. This paper startes from the connotation and characteristics of retail financial services, bases on the retail financial services practice of the domestic and foreign outstanding commercial banks and the analysis and research on the retail financial services both inside and outside of ICBC, and combine with the related theory of integrated marketing communication. Through theoretical analysis , it has designed the targeted innovative model --“retail banking business of ICBC integrated marketing communication”. Aimed at analysis, identification and use of the customer and employee based stakeholder needs of ICBC, this paper studies internal integrated marketing communication mode and power mechanism design in the enterprise, and then it analyses and constructs the specific executive strategy of the integrated marketing communication of ICBC. Finally, it makes an performance evaluation of the retail financial services integrated marketing communication of ICBC.
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