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论文编号：	9692
作者编号：	2120152568
上传时间：	2017/12/8 18:29:56
中文题目：	盛京银行天津分行营销战略研究
英文题目：	Study on the marketing strategy of Tianjin branch of Shengjing bank
指导老师：	赵伟
中文关键字：	营销战略；互联网技术；金融脱媒；转型期；股份制商业银行
英文关键字：	Marketing strategy；Internet technolog；financial disintermediation；Joint-stock commercial banks.
中文摘要：	近年来，我国商业银行竞争日趋激烈，金融市场改革、金融脱媒、利率市场化、金融强监管、互联网技术的飞速发展给传统商业银行带来了巨大的冲击，使得商业银行处在一个历史性的转型期。本文以盛京银行天津分行为例，对其营销体系进行研究，为其营销战略的制定提供一定的借鉴。 本文论述了研究的背景和意义，论述了商业银行相关战略理论和营销理论，陈述了天津分行概况及营销现状。运用五力模型对天津分行的竞争环境进行了分析，运用SWOT分析法分析了天津分行内部的优劣势及外部的机会与威胁。论文重点在于盛京银行天津分行总体营销战略的制定，结合STP分析营销策略对天津分行进行市场细分、目标市场选择和市场定位，在此基础上，运用传统4P和新3P市场营销策略从：产品策略、价格策略、促销策略、渠道策略、人员策略、有形展示策略、服务过程策略七个方面制定符合盛京银行天津分行的营销策略，为了保障天津分行策略能够得到有效实施，详细的研究了优化营销策略的保障措施，包括：差异化市场定位、强化营销队伍建设、流程化审批制度、优化绩效考核机制。最后，得出研究结论、不足与展望。 论文以盛京银行天津分行为例，研究了其自身情况和所处地区的环境变化，制定了符合其自身的营销战略，为天津分行未来营销发展提供了参考依据。本文研究结论对于天津分行营销战略改革和优化具有一定的指导意义，也对同类型商业银行营销战略制定具有一定的参考意义。
英文摘要：	In recent years, China's commercial banks increasingly fierce competition, financial market reform, financial disintermediation, interest rate market, strong financial supervision, the rapid development of Internet technology to the traditional commercial banks a huge impact, so the commercial banks at a historic transition period. In this paper, Shengjing bank Tianjin branch as an example, research on the marketing system, for the development of marketing strategy to provide a reference. This thesis discusses the background and significance of the study, discusses the relevant strategic theory and marketing theory of commercial banks, and describes the general situation and marketing status of Tianjin branch. The competition environment of Tianjin branch is analyzed by five forces model, and the internal and external advantages and opportunities and threats of Tianjin branch are analyzed by SWOT analysis method. This thesis focuses on the formulation of Shengjing bank Tianjin branch of the overall marketing strategy, combined with the STP analysis of the marketing strategy of Tianjin branch of market segmentation, target market selection and market positioning, on this basis, the use of traditional 4P and the new 3P marketing strategy from product strategy, price strategy, promotion strategy, channel strategy, personnel strategy, tangible display strategy and process strategy seven aspects in line with the development of Shengjing bank Tianjin branch marketing strategy, in order to protect the Tianjin branch strategy can be effectively implemented, a detailed study of the safeguard measures, optimize the marketing strategy includes: the difference of market positioning, strengthen the marketing team building, the process of examination and approval system, optimize the performance appraisal mechanism. Finally, the research conclusions, shortcomings and prospects are given. The Shengjing bank Tianjin branch as an example, study its own situation and the regional environmental change, formulated in line with its own marketing strategy, provide a reference for the future development of Tianjin branch marketing. The conclusion of this research has certain guiding significance for the marketing strategy reform and optimization of Tianjin branch, and also has certain reference significance for the formulation of the marketing strategy of the same type of commercial banks.
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