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论文编号：	9619
作者编号：	2120152566
上传时间：	2017/12/7 21:53:30
中文题目：	招商银行整合营销传播研究
英文题目：	Research on Integrated Marketing Communication of China Merchants Bank
指导老师：	任星耀
中文关键字：	整合营销传播，招商银行，媒体工具，营销效果评估
英文关键字：	integrated marketing communication, China Merchants Bank, media tools, marketing effect evaluation
中文摘要：	摘 要伴随着银行业的逐步放开，银行的竞争日益白热化，同时信息时代中信息工具的变化也让信息的传播和消费者对于信息的接受程度发生了变化，传统的传单、广告等方式越来越不能被日益信息化、图像化、简单化的消费者群体所接受。在这种背景之下，整合营销成为了新的营销方式，它代表的是一种全新的，可以让企业和消费者进行平等的面对面沟通的营销方式。整合营销可以在沟通的基础上让银行了解客户需求，并且在获取信息的同时传达企业的真实的状况，再根据消费者反馈回来的信息进行调整，从而实现企业和消费者的有效沟通乃至双赢。整个整合营销是一个闭环，在银行的营销方面越来越受到重视。论文共分为六个部分：分别为绪论、相关理论回顾、环境分析、招商银行整合营销传播分析、招商银行整合营销传播实施保障、结论与展望。在绪论部分，笔者首先介绍了论文的研究背景及意义。研究背景源于互联网、自媒体的急速发展，人们对于信息的获取形式有了极大的改变。银行通过发展各种技术面对变革，与个人、企业通过主动对接网上银行、手机银行、各种支付平台客户端的银行终端，形成一个完整的支付与购买链条。经济形势严峻，同业竞争激烈，银行业转为微利润时代，通过整合资源，利用整合营销方式，提高银行软实力是股份制银行的共识。研究意义体现在整合营销可以更顺畅地传递符合客户潜在消费偏好的有效信息。突出银行自身特点，树立银行成熟品牌。整合营销传播效果的评估有利于促进需求，提高顾客满意度。对于以招商银行为代表的股份制商业银行而言，整合营销是解决其在当前社会经济局面下可持续发展问题的必然趋势。随后介绍了论文的研究方法，主要采用理论分析和案例分析相结合的方法进行研究。其中第二章对整合营销的传播计划过程、媒体工具的相关概念、整合营销的计划评估的过程进行整理，第三章利用经典的PEST模型对我国银行业所处的宏观环境进行分析，通过品牌、价格和广告三个方面对银行业市场的竞争进行了比较分析。本文所分析的具体研究对象是招商银行，对招商银行利用SWOT进行了分析。案例分析部分体现在第四章与第五章。其中第四章阐述了其整合营销传播具体做法，第五章分析了招商银行整合营销传播的实施保障因素。 在理论回顾部分，笔者通过阅读文献及书籍结合目前国内外整合营销的研究成果，对整合营销传播的计划过程、媒体工具乃至对整合营销传播的评估等方面的内容，为下文的研究进行铺垫和提供理论研究基础。整合营销传播的计划过程，一般而言此过程有三个主要步骤：首先要对公司所处的周边环境进行分析，主要目的是方便营销团队找出潜在的目标市场，根据目标市场匹配出相应的营销策略；在分析了周边环境之后，就可以根据周边环境明确进行整合营销的传播目标，最后则是把确定的整合营销的各个组成部门和企业能够提供的预算一一匹配起来，从而完成整个整合营销传播的计划过程。整合营销传播媒体工具：包括传统媒体及新媒体。整合行销传播效果评估：营销信息评估、在线评估、顾客行为评估 在理论回顾基础上，笔者进行了环境分析，首先对中国银行业宏观市场环境进行分析，主要分析了相关的政策环境、经济环境、技术环境和社会生活环境，这是本研究得以进行下去的一个宏大的前提，之后对银行业市场营销竞争环境进行分析，包括价格竞争、广告竞争和品牌竞争，最后对本文的研究对象——招商银行进行了SWOT分析。 招商银行整合营销传播分析部分为本文核心章节，笔者在本章对招商银行整合营销传播的做法进行分析，选择招商银行某省会C分行“朝朝盈”产品推广作为示例，首先进行整合营销传播的目标客户选择，介绍了选择朝朝盈产品作为研究对象及C分行作为招商银行代表的原因。之后对C市及C分行的市场进行分析，明确在进行营销传播时针对不同目标客户，选择不同的宣传侧重点。随后进一步明确整合营销传播目标及制定预算；之后详细的介绍了招商银行整合营销传播的方式选择，包括传统媒体选择，新媒体选择及线下活动选择。最后对整体整合营销传播的效果进行评估，包括在线评估及顾客行为评估。 招商银行整合营销传播实施保障部分，笔者前文研究和分析的基础上，通过分析招商银行如何维护客户关系管理系统、营销团队组织架构、销售人员薪酬激励政策和整合营销传播管理者内部培养等方面，试图说明招商银行整合营销传播的实施保障——加强客户关系管理、完善营销组织架构、完善薪酬激励制度、设立有效整合营销监管和项目监管。结论与展望部分，笔者主要阐述了本研究的结论和笔者对银行整合营销传播这个课题的展望。其中结论部分总结了论文的核心内容，展望部分阐述了招商银行整合营销的发展方向，分析了本文的不足及未来研究方向等。传统的信息传播方式必将被用户抛弃，而注重和用户沟通的整合营销才是未来重要的营销手段。招商银行自身的整合营销已经取得了不错的成果，但和其他银行比仍有不足，今后也会持续发展。本文也希望可以通过招商银行整合营销传播的研究，对银行的整合营销提供一点浅显的建议。 关键词：整合营销传播，招商银行，媒体工具，营销效果评估
英文摘要：	Abstract With the gradual openness of banking, the competition of banks is getting fiercer; meanwhile, in the information age, the changes of information tools have also changed the information dissemination and consumers' acceptance of information, traditional leaflets, advertisements, etc. are increasingly unaccepted by customer groups that are informatizationized, visualized and simplified. In this background, integrated marketing has become a new marketing method, it represents a brand new marketing method that enables enterprises and customers to equally communicate face to face. Integrated marketing is able to let banks understand the demand of customers on the basis of communication and reveal the real status quo of the business while acquiring information; it then makes adjustments according to information returned from consumers to achieve effective communication and win-win situation between enterprises and consumers. The whole integrated marketing is a closed loop, which is paid increasingly more attention in bank marketing. The paper is divided into six parts: the introduction, review of related theories, environmental analysis, integrated marketing communication analysis of China Merchants Bank, implementation guarantee, conclusion and Prospect of integrated marketing communication of China Merchants Bank. In the introduction part, the author first introduces the research background and significance of the paper. The research background is from the rapid development of the Internet and that people have greatly changed the forms of information acquisition. A complete chain of payment and purchase is formed via the development of various technologies targeted at the reform, and via active docking with online banking, mobile banking and a variety of payment platforms and banking terminals. The economic situation is grim and the competition is fierce, the banking industry enters a micro profit era, and it is the consensus for joint stock banks to improve the soft power via the integration of resources and the use of integrated marketing methods. The significance of this research is that integrated marketing can smoothly deliver effective information that meets customers' potential consumption preference. Highlight the characteristics of banks and establish mature brands of banks. The evaluation of the effect of integrated marketing communication is helpful to promote the demand and improve customer satisfaction. For joint-stock commercial banks represented by China Merchants Bank, integrated marketing is an inevitable trend in solving the problem of sustainable development in the current socio-economic situation. Then, research methods of the paper are presented, and methods of combining theoretical analysis with case analysis are adopted in the research. The second chapter deals with the process of communication planning, the concept of media tools, and the planning and evaluation process of integrated marketing. The third chapter uses the classical PEST model to analyze the macro environment of China's banking industry and conducts comparative analysis on competitions in the banking market from brand, price and advertising. The specific research object of this paper is the China Merchants Bank, and analysis is conducted on it with SWOT. The case analysis is manifested in chapter 4 and 5. The fourth chapter expounds the specific practice of integrated marketing communication and the fifth chapter analyzes the implementation guarantee factors of the integrated marketing communication of China Merchants Bank. In the theoretical review part, the author provides theoretical research basis for research below with reference to relevant documents and books and with research achievements of integrated marketing at home and abroad taken into consideration, especially on the planning process of integrated marketing communication, media tools and even the evaluation of integrated marketing communications. The planning process of integrated marketing communication, generally speaking, has three major steps: first, analysis on the surrounding environment of the company, of which the aim is to facilitate marketing teams to identify potential target markets and formulate corresponding marketing strategies according to the target market; After the analysis of the surrounding environment, the communication target of integrated marketing can be specified according to the surrounding environment; at last, various components of integrated marketing are matched with budget provided by enterprises, completing the planning process of integrated marketing communication. Media tools of the integrated marketing communication include traditional media and new media. Integrated marketing communication effectiveness evaluation: marketing information evaluation, online evaluation and customer behavior evaluation. Based on the theoretical review, the author carries out environmental analysis; first, the analysis on the macro market environment of China's banking industry, namely related policy environment, economic environment, technological environment and social living environment, and this is a grand premise for the research to go on; then the paper analyzes the competitive environment of banking marketing including price competition, advertising competition and brand competition, finally, SWOT analysis on the object of research in this paper - China Merchants Bank. The integrated marketing communication analysis of China Merchants Bank is the core chapter of the paper, in this chapter, the author analyzes the practice of integrated marketing communication of China Merchants Bank and the promotion of its product "Zhaozhaoying" of Branch C in the provincial capital is selected as an example; first, target customer selection of integrated marketing communication is completed and the reasons for it to be chosen as a typical product of China Merchants Bank are elaborated. Later, analysis on market C and the market of Branch C are conducted to specify different target customers in marketing communication and choose different publicity focuses. Subsequently, the goals and budgeting of integrated marketing communication are further specified; then, the choices of integrated marketing communication mode of China Merchants Bank are elaborated, including traditional media selection, new media selection and offline activity selection. Finally, the effect of integrated marketing communication is evaluated, including online evaluation and customer behavior evaluation. In terms of the integrated marketing communication implementation guarantee of China Merchants Bank, the author tries to explain the implementation guarantee of the integrated marketing communication of China Merchants Bank via the analysis on how China Merchants Bank maintain customer relationship management system, marketing team organizational structure, sales staff salary incentive policy and the internal training of integrated marketing communication managers, etc. - strengthen customer relationship management, perfect marketing organization structure, perfect salary incentive system, establish effective integrated marketing supervision and project supervision. In the conclusion and prospect part, the author mainly expounds the conclusion of this research and the author's outlook on the integrated marketing communication of banks. Among them, the conclusion summarizes the core content of the paper, and the prospect expounds the development direction of integrated marketing of China Merchants Bank, analyzing the shortcomings of this paper and future research directions. Traditional ways of information dissemination will be abandoned by users and integrated marketing that focuses on the communication with users is an important marketing tool in the future. China Merchants Bank's own integrated marketing has achieved good results, however, it is with shortcomings compared to other banks and it will continue to develop. This paper also hopes that through the study of the integrated marketing communication of China Merchants Bank, certain plain advice can be given to the integrated marketing of banks. Key words: integrated marketing communication, China Merchants Bank, media tools, marketing effect evaluation
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