中国工商银行营销战略初探.docVIP

中国工商银行营销策略初探 系（部 经 管 系 专 业 班 级 学 号 姓 名 指导教师 沈阳航空航天大学北方科技学院 20年月 摘 要 关键词：中国工商银行 个人理财产品 SWOT分析 STP理论分析 4P理论分析 Abstract With the increasingly fierce competition in the banking sector, whether it is bank or a persons appetite are in constant change, the quality of the banks marketing strategy determines the benefit of the bank, the banks marketing strategy is the and therefore we need to study the direction of. Industrial and Commercial Bank ofChina is the most representative of the characteristics of Chinas commercial banks commercial banks, industrial and Commercial Bank of China characteristics marketing strategy and marketing are we explore the need, first of all is the simple analysis of the industrial and Commercial Bank of China, through the industrial and commercial bank personal finance product index and performance to its present situation analysis; secondly, through SWOT analysis and Research on the present situation of the industrial and Commercial Bank of China. Using table charts, using STP analysis method to analyze the industrial and Commercial Bank of Chinas market segmentation, target market and market positioning, use 4P theory, from the product, price, channel, promotion four aspects are analyzed, which show the marketing characteristics of industrial and Commercial Bank of China. Again another of our country commercial bank, construction bank compared a brief analysis of the Construction Banks current marketing strategy, and compared with the industrial and Commercial Bank of China marketing strategy; finally, the industrial and Commercial Bank of China in the future were reviewed and summarized. Keywords: China Industrial and Commercial Bank of China Personal financial products SWOT analysis STP theoretical analysis 4P theoretical analysis 目 录 1 绪论 1 1.1 选题的背景 1 1.2 选题的目的及意义 2 1.4 文献综述 2 2 中国工商银行简介及现状 4 2.1 中国工商银行简介 4 2.2 中国工商银行个人理财产品简介 4 2.3 中国工商银行个人理财产品存在的问题 5 2.4