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论文编号：	995
作者编号：	2120072130
上传时间：	2009/6/4 13:52:43
中文题目：	商业银行零售业务合作营销研究
英文题目：	Commercial bank retail busines
指导老师：	韩德昌
中文关键字：	商业银行;零售业务;合作营销
英文关键字：	Commercial Banking; Personal R
中文摘要：	随着经济的发展，我国金融业市场迅速增长。与金融业平均发展速度相比，商业银行零售业务将以更快的速度增长，对公银行业务在全行业利润总额中的比重将从目前的绝对份额降到一半左右，个人金融业务在中国前景广阔。然而中国加入WTO以来，银行业全面开放，外资银行开始进入国内市场，本土银行面临着前所未有的冲击。 为了提高市场营销工作效率，更准确更快捷地让目标客户感知自己的产品，合作营销逐渐在我国商业银行的营销模式中崭露头角。传统营销的重点是关注企业自身的资源、模式、各方面的能力，涉及到其他企业的时候往往都是考虑竞争关系。然而，企业之间是可以进行合作的，尤其是不同行业的企业联合起来，往往能达成营销的奇效。 合作营销突破了商业银行的传统营销理念，使之不再局限于仅仅同行业上下游企业之间进行合作。合作营销的特点是与不同行业的企业进行联合，共同组织营销活动，互相利用对方企业的各种资源，对企业的产品和服务进行重新组合，从而打造全新的营销平台。合作营销的目的是通过不同行业间企业的优势互补以达到共享营销资源、实现营销目标的目的。虽然在中国市场上已经出现了一些类似案例，但成功的并且可以进行长期战略性合作的案例并不多见，这方面还有很多地方值得国内企业去研究。 本文共分七个部分，第一部分绪论介绍了本文选题的背景，研究目的、方法、内容和思路。第二部分回顾了合作营销的相关理论。第三部分介绍了商业银行零售业务的概述。第四章对商业银行零售业务实施的合作营销进行分析，介绍了实施合作营销的目的、重点、影响效果的关键因素，并且提出了模式实施的办法。第五章通过案例对合作营销进行直观的介绍。第六章为本文的结论。 关键词： 商业银行、零售业务、合作营销
英文摘要：	With rapid economical developing, China's financial market growing rapidly. And the financial sector the average speed of development compared to individual retail banking business will be even faster growth in the public banking sector in the whole of the proportion of total profit from the current share dropped to about half of the absolute, personal financial business prospects in China broad. However, since China's accession to the WTO, the full liberalization of the banking sector, foreign banks start to enter the domestic market; local banks are faced with unprecedented impact. In order to improve marketing efficiency, more quickly and more products are become accurately so that the target customer perception of their products, cooperative marketing mode gradually in China's commercial banks in the emerging marketing model. The focus of traditional marketing are concerned about the enterprise's own resources, models, various aspects of the ability to relate to other enterprises when the often competitive relationship are taken into account. However, enterprises are able to cooperate with other especially in enterprises of different industries together are often able to reach good marketing. Result. Cooperation in marketing mode of breaking through the traditional commercial bank marketing idea to make it no longer limited to just downstream on the same trade cooperation between enterprises. Cooperation in marketing mode is characterized by different industries and enterprises to conduct joint, co-organized marketing activities, mutual use of each other enterprises of various resources on the enterprise's products and services to re-mix, thus creating new marketing platform. The purpose of cooperative marketing are through different inter-industry businesses complement each other to achieve the sharing of marketing resources to achieve the purpose of marketing goals. While in the Chinese market has emerged on a number of similar cases, but can be successful and long-term strategic cooperation in rare cases, which have a lot of places worth to study the domestic enterprises. This article is divided into seven parts, the first part of preface introduce the topics of this article the background, research purposes, methods, content and ideas. The second part reviewed the cooperation in marketing theory. The third part of commercial banks introduced an overview of the individual retail business. Chapter IV of the commercial banks personal retail business cooperation in the implementation of marketing models to analyze the implementation of cooperative marketing Introduction The purpose of the focus of the effects of key factors, and mode of implementation of proposed approach. Chapter V of cooperation through a case of marketing models introduce intuitive. Chapter VI is the conclusions of this paper. Key words: Commercial Banking, Personal Retail Business, Cooperative Marketing Mode
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