中信银行哈尔滨分行的市场营销战略分析-analysis on marketing strategy of harbin branch of citic bank.docxVIP

哈尔滨工业大学高级管理人员工商管理硕士学位论文 哈尔滨工业大学高级管理人员工商管理硕士学位论文 哈尔滨工业大学高级管理人员工商管理硕士学位论文 哈尔滨工业大学高级管理人员工商管理硕士学位论文 - - PAGE IV - - - PAGE III - Abstract As China developed financing market, there was a gradual reform in the financing system, and the bank system was also enhanced by the reform. State-owned commercial banks, joint-stock commercial banks and other forms of banks enter the financing market one by one, which makes the bank industry far more competitive than before. For example, lots of joint-stock commercial banks like CITIC Bank, China Merchants Bank and Hang Seng Bank are going through an unprecedented rival situation. For the company that the author works in, Harbin Branch of China CITIC Bank is aiming at maintain the market share and looking for a continued development, so it is really necessary to adopt some reform and marketing strategy to reach the goal. This paper including 5 parts, the first part is introduction, which gives the paper review and the background of marketing strategy in banking industry. The second part describes the market positioning and marketing environment of Harbin Branch of China CITIC Bank. In this part, I analyze the Macro environment first; examine the entrants, substitutes and bargaining ability of both suppliers and buyers, and then I use SWOT analyze the market environment. The third part discusses the problem in current marketing strategy. In this part, author analyze the existing problem from the angle of 4Ps theory and strategy management, and further generalize the causing factors. The forth part mainly come up with a set of marketing strategies for Harbin Branch of China CITIC Bank, and pose some recommendation for the future development. Key words: Banking marketing, marketing strategic, marketing management 目 录 摘 要 I Abstract II 第 1 章 绪论 1 1.1 研究的问题及背景 1 1.1.1 研究背景 1 1.1.2 问题提出 1 1.2 国内外研究现状 2 1.2.1 国外银行营销理论概述及发展趋势 2 1.2.2 发达国家应用现状及发展趋势 2 1.2.3 国内相关研究情况 4 1.3 主要研究内容及研究方法 5 第 2 章