市场营销专业毕业论文--浅析我国银行业的新型营销策略.docVIP

摘 要 关键词： Abstract With the further opening of financial market, the rapid development of capital market and increased competition in the industry, Chinas financial market has gradually changed from a sellers to buyers market, and the environment of banking is facing profound change. In the fierce market competition, the banking of China is experiencing a product-centered to customer-centered transformation, the establishment of a new market-driven, customer-centered, service-oriented, Profit-oriented marketing philosophy and marketing system are imperative. How to further establish the concept of modern marketing, adjust the marketing strategy, improve the marketing system, and improve the market mechanism has become the major subject of domestic commercial banks under market economy. This paper is based on the above background. To begin with, we analyze the competition in the bank market, including internal and external competition, and customer and technological environment. And then we analyze the current situation and difficulties when the bank implements marketing. And we explore the new marketing strategy based on the above. Updating of marketing and emotional marketing strategy which adjust to market economy are raised and examples are given to demonstrate. Key words: Bank; Updating of marketing; Emotional marketing 目 录 1.1 研究背景及意义…………………………………………………………………...1 1.2 国内外研究现状 1 1.2.1 关于银行业市场营销概念、现状和对策的文献…………………………1 1.2.2 关于银行业新型营销策略的文献………………………………………...2 1.3 研究内容和方法 3 2 银行业市场营销定义及银行业的营销环境……………………………………………...3 2.1 银行市场营销定义 3 2.2 银行业的营销环境………………………………………………………………...3 2.2.1 银行业的竞争环境.......................................................................................3 2.2.2 客户环境分析……………………………………………………………...5 2.2.3 科学、技术环境分析………………………………………………………5 3 我国银行业市场营销状况分析…………………………………………………………...5 3.1 银行业市场营销现状 5 3.2 我国银行业市场营销的难点 7 3.2.1 市场导向观念不成熟……………………………………………………...7 3.2.2 政府管理力度缺乏，内外部环境制约营销发展 7 3.2.3 市场研究与开发还未成为商业银行自觉的营销行为 7 3.2.4 促销手段的组合缺乏系统性 7 3.2.