我國(guó)商業(yè)銀行的市場(chǎng)營(yíng)銷(xiāo)策略分析

金融論文編號(hào):JR071   本份論文包括開(kāi)題報(bào)告,畢業(yè)實(shí)習(xí)報(bào)告,任務(wù)書(shū)，外文翻譯，論文字?jǐn)?shù):23612,頁(yè)數(shù):31  

目    錄

摘    要 .........................................................I
Abstract .........................................................II
1  緒    論 ......................................................4
1.1  研究背景.................................................... 4
1.2  研究目的 ....................................................4
1.3  國(guó)內(nèi)外研究現(xiàn)狀 ..............................................5
1.3.1  國(guó)外研究現(xiàn)狀.............................................. 5
1.3.2  國(guó)內(nèi)研究現(xiàn)狀 ..............................................5
1.4  研究?jī)?nèi)容與方法.............................................. 6
1.4.1  研究?jī)?nèi)容 ..................................................6
1.4.2  研究方法.................................................. 6
2  商業(yè)銀行市場(chǎng)營(yíng)銷(xiāo)理論基礎(chǔ) ......................................7
2.1  市場(chǎng)營(yíng)銷(xiāo)和商業(yè)銀行的市場(chǎng)營(yíng)銷(xiāo)概述............................ 7
2.1.1  市場(chǎng)營(yíng)銷(xiāo)的含義 ............................................7
2.1.2  商業(yè)銀行市場(chǎng)營(yíng)銷(xiāo)的含義及特征.............................. 7
2.2  商業(yè)銀行市場(chǎng)營(yíng)銷(xiāo)相關(guān)理論的提出 ..............................9
2.2.1  市場(chǎng)細(xì)分及產(chǎn)品定位........................................ 9
2.2.2  選擇目標(biāo)市場(chǎng).............................................. 9
2.2.3  市場(chǎng)營(yíng)銷(xiāo)組合 ..............................................10
3  我國(guó)商業(yè)銀行市場(chǎng)營(yíng)銷(xiāo)的發(fā)展現(xiàn)狀及國(guó)內(nèi)外比較 ....................12
3.1  銀行市場(chǎng)營(yíng)銷(xiāo)的產(chǎn)生與發(fā)展 ....................................12
3.2  我國(guó)商業(yè)銀行市場(chǎng)營(yíng)銷(xiāo)的發(fā)展歷程 ..............................12
3.3  我國(guó)商業(yè)銀行市場(chǎng)營(yíng)銷(xiāo)的現(xiàn)狀.................................. 14
3.4  我國(guó)商業(yè)銀行市場(chǎng)營(yíng)銷(xiāo)的國(guó)際比較 ..............................17
4  我國(guó)商業(yè)銀行市場(chǎng)營(yíng)銷(xiāo)中存在的主要問(wèn)題 ..........................22
4.1  廣告的傳播作用重視不夠...................................... 22
4.2  市場(chǎng)營(yíng)銷(xiāo)缺乏戰(zhàn)略目標(biāo) ........................................22
4.3  側(cè)重存款營(yíng)銷(xiāo)，忽視貸款及其他業(yè)務(wù)的營(yíng)銷(xiāo) ......................23
4.4  營(yíng)銷(xiāo)人員素質(zhì)不過(guò)關(guān)，缺乏科學(xué)的認(rèn)識(shí)和分析 ....................23
4.5  重視外部營(yíng)銷(xiāo)，忽視內(nèi)部營(yíng)銷(xiāo)建設(shè) ..............................23
5  我國(guó)銀行市場(chǎng)營(yíng)銷(xiāo)發(fā)展策略分析.................................. 25
5.1  注重品牌營(yíng)銷(xiāo)，重視廣告作用 ..................................25
5.2  市場(chǎng)定位策略 ................................................25
5.3  一對(duì)一營(yíng)銷(xiāo)策略 ..............................................26
5.4  綜合營(yíng)銷(xiāo)策略 ................................................26
5.5  科學(xué)管理機(jī)制................................................ 26
結(jié)    論 .........................................................28
參考文獻(xiàn) .........................................................29
致　  謝......................................................... 30
附    錄1 ........................................................31
附    錄2 ........................................................35

摘    要
      隨著市場(chǎng)經(jīng)濟(jì)的發(fā)展，我國(guó)銀行業(yè)的市場(chǎng)化程度也在不斷提高。激烈的市場(chǎng)競(jìng)爭(zhēng)和國(guó)外先進(jìn)經(jīng)營(yíng)與管理思想的引入，使市場(chǎng)營(yíng)銷(xiāo)作為競(jìng)爭(zhēng)新策略日益受到各家商業(yè)銀行的青睞。剖析我國(guó)目前商業(yè)銀行在開(kāi)展市場(chǎng)營(yíng)銷(xiāo)過(guò)程中存在的問(wèn)題，例如：對(duì)廣告?zhèn)鞑サ闹匾暡粔颉⑹袌?chǎng)營(yíng)銷(xiāo)缺乏戰(zhàn)略目標(biāo)，營(yíng)銷(xiāo)策略出現(xiàn)盲目性和隨機(jī)性、片面追求“拉關(guān)系”，忽視真正意義上的關(guān)系營(yíng)銷(xiāo)、側(cè)重存款營(yíng)銷(xiāo)，忽視貸款及其他業(yè)務(wù)的營(yíng)銷(xiāo)、營(yíng)銷(xiāo)人員素質(zhì)不過(guò)關(guān)，缺乏科學(xué)的認(rèn)識(shí)和分析等問(wèn)題，為了解決所存在的問(wèn)題應(yīng)注重品牌營(yíng)銷(xiāo)和重視廣告作用，并提出市場(chǎng)定位策略、一對(duì)一營(yíng)銷(xiāo)策略、綜合營(yíng)銷(xiāo)策略及科學(xué)管理機(jī)制并實(shí)施適應(yīng)市場(chǎng)需求的營(yíng)銷(xiāo)戰(zhàn)略，這樣才能在競(jìng)爭(zhēng)激烈、復(fù)雜多變的市場(chǎng)環(huán)境中求得長(zhǎng)期生存和持續(xù)發(fā)展。
關(guān)鍵詞: 商業(yè)銀行; 市場(chǎng)營(yíng)銷(xiāo); 營(yíng)銷(xiāo)策略

Abstract
       Along with market economy's development, our country Banking industry's marketability degree unceasingly is also enhancing. The intense market competition and the overseas advanced management and management concept's introduction, causes the market marketing achievement to compete the new strategy to receive various Commercial bank's favor day by day. Analyzes our country present Commercial bank to develop the question which in the market marketing process exists, for example: Is insufficient to the advertisement dissemination's value, the market marketing lacks the strategic target, the marketing strategy presents blindness and randomness, the one-sided pursue “exploits one's connections”, the neglect relations marketing, the stress deposit marketing in the true sense, the neglect loan and other service's marketing, the marketing personnel quality does not go through a strategic pass, lacks questions and so on science understanding and analysis, to solve the problem which exists to pay great attention the brand marketing and to take the advertisement function, and proposed that the market localization strategy, the one-to-one marketing strategy, the synthesis marketing strategy and the scientific management mechanism and implement adapt the market demand marketing strategy, like this can in the competition intense, in the complicated and diversified market environment obtain the long-term survival and the sustained development.

Key words: commercial bank ；marketing ； marketing strategy