商业银行营销策略设计毕业论文.docVIP

毕业论文 （2011届） 商业银行营销策略设计 摘 要 鉴于此，关键词：；；营销策略Abstract Zhejiang Tailong Commercial Bank is a commercial bank which focuses on small business financial services. With the foreign banks taking the place of market, the competition of financial market is more and more fierce .In order to rise rapidly in the financial markets, Tailong needs to develop a new marketing strategy. With this purpose, This thesis is to draw up marketing strategy of Tailong through analyzing the existing marketing strategy and the opportunities and threats of commercial banks. The thesis is divided into four parts.?The first part gives a profiles of Zhejiang Tailong Commercial Bank,analysising its Operating conditions and problems,then analyze the reasons which cause the problems.The second part analyzes the banks internal environment, pointing out its current strengths and weaknesses. The third part analyzes the external environment and other commercial banks,that is to say,opportunities and threats.The last part is to come up with suggestions and develop its related implementation measures due to its marketing strategy.Then make a conclusion. Keywords: Commercial Bank;Tailong; Marketing Strategy 目 录 1 1 1.1 国外商业银行市场营销策略实施现状 1 1.2 目前我国国内银行与国外银行营销策略比较 3 1.2.1 产品策略 3 1.2.2 价格策略 3 1.2.3 渠道策略 4 1.2.4 促销策略 4 2浙江泰隆商业银行概况和营销现状 6 2.1 浙江泰隆商业银行概况 6 2.2 浙江泰隆商业银行的营销现状 7 2.2.1 泰隆现有市场定位 7 2.2.2 泰隆营销方式由粗放趋向细分 7 2.2.3 泰隆现有运作模式 8 2.2.4 销售队伍建设 9 2.2.5 泰隆现有渠道建设 9 3 浙江泰隆商业银行现有营销存在的问题 10 3.1 品牌知名度低、品牌形象模糊 10 3.2 客户经理营销技巧欠缺 10 3.3 曲解关系营销 11 3.4 营销宣传力度不够 11 4浙江泰隆商业银行环境分析 12 4.1 浙江泰隆商业银行内部环境分析 12 4.1.1 浙江泰隆商业银行优势分析 12 4.1.2 浙江泰隆商业银行劣势分析 13 4.2 浙江泰隆商业银行外部环境分析 14 4.2.1 浙江泰隆商业银行机会分析 14 4.2.2 浙江泰隆商业银行威胁分析 15 5 浙江泰隆商业银行的营销策略设计 18 5.1产品策略设计 18 5.1.1 根据市场定位创新产品 18 5.1.2 组合金融产品捆绑销售 18 5.2价格策略设计 19 5.2.1 低价策略 19 5.2.2 差异化定价策略 19 5.3 渠道策略设计 20 5.3.1 网点密集策略 20 5.3.2 社区化经营策略 20 5.3.3 网上银行策略 20 5.3.4 增加销售渠道力量建设 21 5.4 促销策略设计 21 5.4.1 公共关系营销 21 5.4.2 增加广告宣传 22 5.4.3 整合营销传播 22 结 论 23 参考文献 24 致 谢 25 中小股份制商业银行已成为我国金融行业