邮政储蓄银行营销策略创新研究

【作者】 袁仕福；

【导师】 龚艳萍；

【作者基本信息】 中南大学 ， 工商管理， 2003， 硕士

【摘要】 即将成立的邮政储蓄银行必须找到新的营销环境下更新更有效的营销策略，以适应加入WTO后日趋激烈的国内金融市场竞争。 本文采用理论联系实际的方法，以文献研究为主，结合企业实践，对邮政储蓄银行的营销策略创新进行了系统的研究，在邮政储蓄向专业银行过渡时期具有一定的指导意义。近年来实力迅速壮大使邮政储蓄在国民经济中的地位日益重要，而其体制上的缺陷不仅影响了国内金融改革，亦损害了邮政企业自身发展，参考国外的成功经验，我国邮政储蓄银行成立是必然之事。限于国家政策和自身条件，更由于取得竞争优势的需要，邮政储蓄银行不能也无法照搬其它商业银行的营销方法，因此必须进行营销策略的创新。综述了银行营销的发展过程和相关营销理论，深入分析了邮政储蓄营销特征和现行营销策略后，经全面考察宏观环境、行业环境并进行SWOT分析，本文对邮政储蓄银行的营销战略进行了研究，最后在此基础上从四个方面对邮政储蓄银行营销策略创新进行了探讨。经研究，本文认为邮政储蓄银行应该扬长避短，采取集聚化战略，在个人金融服务这一细分市场上确立优势。其品牌定位应为平民银行。在此前提下开展营销策略创新，要注重从中间业务、个人信贷和特色存款业务方面开发新的金融产品；利用互联网技术提供的新渠道开办网上银行；为提高竞争能力和服务水平进行内部营销和顾客价值管理；为适应顾客需求的多样化而进行战略联盟。更多还原

【Abstract】 The forthcoming Post-Savings Bank needs newer and better marketing gambit to adapting to the more drastic competitive internal money market.This paper is always adhering to interconnect the theories with the facts by chiefly study the literature with the enterprise practice. Systematcially exploring the Post-Saving Bank’s marketing gambit innovation, the paper is working and practical in the period of the Post-Savings transform to a indeed bank. The fast development in late years make the Post-Savings more and more important in our society, but its defectiveness of institution stunt the internal financial reform and the Chinese Post’s development. Confer to the successful foreign experience ,the Post-Savings Bank must be founded in our country. Be restricted with the government’s policy and the capability of itself, the Post-Savings Bank can’t transcribe the marketing method of other banks and must to make marketing gambit innovation. After describe the development process of bank marketing and correlative theory , analyze closely the marketing trait and current gambit of Post-Savings , exam all-sidedly the macroscopic environment and trade environment, make SWOT analysis, the thesis research on Post-Savings Bank’s strategy, and approach the Post-Savings Bank’s marketing gambit innovation on the base from four aspect. From our research, we are of the opinion that the Post-Saving Bank should take advantage of its superiority and get over its weakness, adopt focusing strategy to get competitive superiority in the subdivided market in personal financial service. Its brand position should be civilian bank. To make marketing gambit innovation on that base, the Post-Savings Bank should exploit new financial product priority at intermediary service, personal credit service and particular deposit account service, take advantage of the new internet channel to founded net bank, make internal maketing and customer value management for upraise competitive capability and service level , make alliance strategic to meet the polytropic customer demand.更多还原