XX银行公司业务市场营销现状及策略

【作者】 张中华；

【导师】 周修亭； 孙恒有；

【作者基本信息】 郑州大学 ， 工商管理， 2004， 硕士

【摘要】 金融市场营销是市场经济条件下企业经营管理的一项重要职能，市场营销观念在商业银行日益激烈的竞争中不断传播和渗透，冲击和改变了传统的思维方式和经营理念，给现代商业银行的改革和发展带来了生机和活力。公司业务作为XX银行主要负债业务之一，对全行整体业务发展具有举足轻重的影响。XX银行公司业务发展失衡，2003年公司业务新增存款在四大国有商业银行市场占比11％，新增贷款在四大国有商业银行市场占比12％。公司业务的极度缓慢进展严重影响其他业务的发展，影响到XX银行经营战略目标的实现，直接威胁到XX银行公司业务的生存和进一步强盛。 本文第一章针对XX银行公司业务在当前市场环境下的问题和困境，运用SWOT分析法，通过实地调研，将XX银行公司业务与其他国有商业银行公司业务进行比较，分析XX银行公司业务在市场竞争中所具有的优势与劣势，面临的机遇与威胁，详细分析了XX银行公司业务市场营销的现状，包括目标客户市场、金融产品与服务、市场促销、市场营销渠道等四个方面。 本文从第二章至第五章，运用市场营销理论对XX银行公司业务实施营销策略进行了分析，包括XX银行公司业务目标市场定位策略、产品与服务营销策略、促销策略、营销渠道策略。分析表明，为了适应XX商业银行公司业务的发展需要，必须采取上述市场营销策略。 本文对XX银行的公司业务市场营销具体问题进行深刻的思考和认真的分析，包括对目标客户市场的思考；关于同业竞争对手的信息收集分析机制的思考；优化公司业务产品和服务的思考；建立客户服务中心的思考；实施高层营销的思考等，对于XX商业银行公司业务来说都是比较有创新意义的。 本文针对XX商业银行公司业务，在详细分析现状的基础上，给出了极富建设性的对策和建议，从而建立起一套以满足客户需求为前提，以提高市场占有率和经营效益为目标的系统营销策略，真正建立科学、高效的现代商业银行公司业务经营管理机制。更多还原

【Abstract】 Marketing of the financial industry plays an important role under market economy .The concept of marketing is spreading and penetrating under increasingly fierce competition of commercial banks. In the meantime the financial industry is gradually changing the way of thinking and the concept of doing business. This is giving the vitality and vigour for the reform and development of the modern commercial banks. The business of corporate services has already become one of the XX bank’ s core business, and is generating great impact on the overall performance. The business of corporate services of XX bank is not balanced. The share of new deposit contributed by the corporate customers account to 11% of the market of the four biggest state-owned commercial banks. The new loan of the corporate customers accounts to 12%. The extremely slow development has seriously affected the development of other business, and already threatened the well being of the company such as expanding for XX bank.The first chapter compares the corporate business of XX bank to the other state-owned commercial banks in terms of problems and difficulties they have at the present market environment under the structure of SWOT analysis. I analysed the superior and inferior position of the company business of XX bank, opportunity and threats in the market contest, thoroughly analyzed current situation of company business marketing of XX bank from four aspect, which are target customer market financial product and service marketing promotion marketing channel.Chapter two to chapter five analyzed marketing strategy of XX bank using theory of marketing, which includes target market position strategy product and service strategy marketing channels strategy promote sell strategy. The analysis indicates that it is necessary to employ the above marketing strategy in order to satisfy the business development needs of XX bank.This essay profoundly considers and seriously analyzes actual problem of XX bank, including target market analysis mechanism which collects information of competitive opponent , optimizing of product and service , building customer-centered service, practicing leader’s marketing, This has significant effect to company business of XX bank .Based on profound analysis of present situation ,this article gives counter measure and proposal which are significant for company business of XX bank and set up a set of systematic marketing strategy ,which target meets the demands of customer and raise occupied ratio and management results and seriously set up science ^ efficient management mechanism of company business of present commercial bank.更多还原