我国商业银行的市场营销策略分析

论文编号:JR071   本份论文包括开题报告,毕业实习报告,任务书，外文翻译，论文字数:23612,页数:31  

摘    要
      随着市场经济的发展，我国银行业的市场化程度也在不断提高。激烈的市场竞争和国外先进经营与管理思想的引入，使市场营销作为竞争新策略日益受到各家商业银行的青睐。剖析我国目前商业银行在开展市场营销过程中存在的问题，例如：对广告传播的重视不够、市场营销缺乏战略目标，营销策略出现盲目性和随机性、片面追求“拉关系”，忽视真正意义上的关系营销、侧重存款营销，忽视贷款及其他业务的营销、营销人员素质不过关，缺乏科学的认识和分析等问题，为了解决所存在的问题应注重品牌营销和重视广告作用，并提出市场定位策略、一对一营销策略、综合营销策略及科学管理机制并实施适应市场需求的营销战略，这样才能在竞争激烈、复杂多变的市场环境中求得长期生存和持续发展。
关键词: 商业银行; 市场营销; 营销策略

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

目    录

摘    要 .........................................................I
Abstract .........................................................II
1  绪    论 ......................................................4
1.1  研究背景.................................................... 4
1.2  研究目的 ....................................................4
1.3  国内外研究现状 ..............................................5
1.3.1  国外研究现状.............................................. 5
1.3.2  国内研究现状 ..............................................5
1.4  研究内容与方法.............................................. 6
1.4.1  研究内容 ..................................................6
1.4.2  研究方法.................................................. 6
2  商业银行市场营销理论基础 ......................................7
2.1  市场营销和商业银行的市场营销概述............................ 7
2.1.1  市场营销的含义 ............................................7
2.1.2  商业银行市场营销的含义及特征.............................. 7
2.2  商业银行市场营销相关理论的提出 ..............................9
2.2.1  市场细分及产品定位........................................ 9
2.2.2  选择目标市场.............................................. 9
2.2.3  市场营销组合 ..............................................10
3  我国商业银行市场营销的发展现状及国内外比较 ....................12
3.1  银行市场营销的产生与发展 ....................................12
3.2  我国商业银行市场营销的发展历程 ..............................12
3.3  我国商业银行市场营销的现状.................................. 14
3.4  我国商业银行市场营销的国际比较 ..............................17
4  我国商业银行市场营销中存在的主要问题 ..........................22
4.1  广告的传播作用重视不够...................................... 22
4.2  市场营销缺乏战略目标 ........................................22
4.3  侧重存款营销，忽视贷款及其他业务的营销 ......................23
4.4  营销人员素质不过关，缺乏科学的认识和分析 ....................23
4.5  重视外部营销，忽视内部营销建设 ..............................23
5  我国银行市场营销发展策略分析.................................. 25
5.1  注重品牌营销，重视广告作用 ..................................25
5.2  市场定位策略 ................................................25
5.3  一对一营销策略 ..............................................26
5.4  综合营销策略 ................................................26
5.5  科学管理机制................................................ 26
结    论 .........................................................28
参考文献 .........................................................29
致　  谢......................................................... 30
附    录1 ........................................................31
附    录2 ........................................................35