金融学毕业论文,对我国商业银行营销发展分析及思考.docVIP

本科毕业论文 自考《金融学》本科毕业论文 对我国商业银行营销发展的分析及思考 姓 名： 学 院： 系： 专 业： 年 级： 学 号： 指导教师（校内）： 职称：副教授 指导教师（校外）： 职称： 2015年 3月8日 对我国商业银行营销发展的分析及思考 【摘要】商业银行作为金融机构，它拥有自主经营、自负盈亏、自我发展、自我约束的特点。面对着顾客导向型服务需求的日益凸显和行业间日益激烈的竞争，商业银行及时地导入了市场营销的经营理念，运用市场营销组合，市场细分策略，客户关系管理及营销环境分析等，对促进银行发展具有重要的意义。 本文主要分析我国商业银行营销现状和发展趋势,分析商业银行的几种营销现状,叙述了其商业银行的营销活动、营销渠道、营销手段、营销内容、营销方式，然后又探讨了我国商业银行的发展趋势，将商业银行的市场定位、一对一营销、品牌营销、网络营销、营销管理等几种发展趋势进行了说明。意见产品和服务创新实现关系营销提高促销收益商业银行营销发展趋势Analysis and marketing business of commercial banks in China 【Abstract】Commercial banks as a financial institution, it has independent management, self-financing, self-development, the characteristics of self-restraint. Become increasingly prominent face of customer-oriented service demand and the increasingly fierce competition in the industry, the commercial banks in a timely manner to import marketing business philosophy, the use of the marketing mix, market segmentation strategy, customer relationship management and marketing environment analysis, promoting the Banks development is of great significance. This paper analyzes the marketing status quo and development trend of Chinas commercial banks, several marketing status quo of the commercial banks, described the marketing activities of commercial banks, marketing channels, marketing tools, marketing content, marketing, and then discusses the commercial banks in China the development trend of the market position of the commercial banks, one-to-one marketing, brand marketing, network marketing, marketing management, and several trends described. Finally, we focused on promoting the development of Bank Marketing countermeasures opinion, so that the innovation of products and services and expand relations marketing, as well as to better improve the promotional revenue. 【Key words】Commercial Banks Marketing Developing Trend 目 录 引 言…………………………………………………………………………………5 一、我国商业银行营销的发展现状营销活动从空白趋向活跃营销渠道从单一趋向多样营销手段从初级趋向高级营销方式由粗放趋向细分我国商业