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论文编号：	8012
作者编号：	2120132786
上传时间：	2015/12/10 10:51:27
中文题目：	宁夏银行市场营销策略研究
英文题目：	Study on Markting of Bank of Ningxia
指导老师：	张永强
中文关键字：	宁夏银行 营销策略 客户关系管理
英文关键字：	Bank of Ningxia, Marketing strategy, Customer relationship management
中文摘要：	随着我国经济的迅猛发展，商业银行的发展也随之发生着改变。谁的市场占有率高，谁就能创造更多价值的，那么，营销策略显得尤为重要。它决定着商业银行是否能够抢占市场的先机。目前，商业银行在日趋同质化的营销策略上，需要另辟新径，创造新的理念，根据市场需要，客户导向，结合新思维，互联网模式等，来迎合日益变化的市场环境。宁夏银行做为地方性银行，有着自己的优势，同时也有很多无法忽略的短板。目前宁夏银行已经开立了西安分行和天津分行。想要更快更好的跟上市场的发展，这就需要不断的创新，不断的改变。目前宁夏银行的营销手段局限、渠道狭窄、产品单一，市场占有率较其他大银行和城商行比，还有相当大的差距。故本文以宁夏银行的作为研究重点，分析当今的经济形势，所处的金融环境，结合自身的优势和劣势，制定适合市场环境且较行之有效的营销策略。本文以分析研究商业银行的营销策略为主线，运用相应理论方法，包括商业银行营销理论、SWOT分析法、客户关系理论，以此作为分析宁夏银行营销策略的理论支撑。本文的最终目的是通过作者的研究，能够为宁夏银行在营销策略提供具体方案。为宁夏银行的营销管理工作提供一个清晰的思路，为解决宁夏银行在营销方面实际工作中的问题，提供指导意义。
英文摘要：	With the rapid development of economy in China, the development of commercial banks is also changing. Who has a high market share, who will be able to create more value, then, marketing strategy is particularly important. It determines whether commercial banks can seize the initiative of the market. At present, commercial banks in the increasingly homogeneous marketing strategy, the need to provide a new path, creating new ideas, according to market needs, customer oriented, combined with new thinking, the Internet model, etc., to meet the changing market environment. Ningxia bank as a local bank, has its own advantages, but also has a lot of short board can not be ignored. At present, the Bank of Ningxia has opened a branch in Xi'an and Tianjin. Want to keep up with the development of the market, which requires constant innovation, continuous change. At present, the Ningxia bank's marketing means, narrow channel, single product, the market share of the other big banks and city commercial banks, there is a considerable gap. Therefore, this paper takes the Ningxia bank as the research focus, analyzes the current economic situation, the financial environment, the combination of its own advantages and disadvantages, develop a suitable marketing strategy for the market environment and more effective. This paper analyzes the marketing strategy of commercial banks as the main line, using the corresponding theoretical methods, including commercial banks marketing theory, SWOT analysis, customer relationship management theory, as an analysis of the theoretical support of the Ningxia bank marketing strategy. The ultimate goal of this paper is to provide a specific solution for the Bank of Ningxia in marketing strategy through the author's research. To provide a clear thinking for the marketing management of the Bank of Ningxia, to provide guidance for solving the problems in the practical work of the Bank of Ningxia.
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