深圳发展银行的市场营销策划.docVIP

大连民族学院本科毕业设计（论文） 大连民族学院本科毕业设计（论文） 深圳发展银行的市场营销策划 学院（系）：大连民族学院 专 业：市场营销 学生姓名：张姗姗 学 号： 2008016129 指导教师： 王婷睿 评阅教师： 完成日期： 大连民族学院 摘 要 我国的商业银行在其股份制的改造进程中随着价值最大化的经营理念而牢向树立， 面对非银行金融机构的扩张、经济全球化的趋势、信息技术的迅猛发展、各中小银行的 建立发展和市场门户的开放政策等多种因素而导致的银行业竞争异常激烈的严峻形势， 借助市场营销来保持和扩大银行的市场份额，是提高其核心竞争力，是真正成为符合现 代化的企业制度要求的、并具有先进国际水平的股份制商业银行的重要手段。近阶段， 营销作为银行竞争的新策略正受到很大的重视，并且也己逐步的渗透到银行的经营活动 中去。然而，我国商业银行从整体上还缺乏对市场营销的系统研究和运用，传统的思维 方式和做法还没有彻底改变，还未建立起真正的市场营销的机制，银行业的营销管理水 平明显滞后于银行市场的发展。本文就以深圳发展银行为例，探讨其存在的问题，并提 出相应的对策和建议，以战胜其他中小型银行，得到更好的发展。 关键词：发展银行市场营销策略 Abstract The Commercial Bank of our country on its shareholding reform process as the maximization of the value of the business philosophy and to firmly establish, in the face of non-bank financial institutions，the expansion of the trend of economic globalization, the rapid development of information technology，the small and medium-sized banks in the establishment and development of market door open policy and so on many kinds of factors lead to competition in the banking industry abnormal intense grim situation，with the aid of marketing to maintain and expand the market share of the bank, is to improve their core competitiveness，it is truly meet the modern enterprise system request，and has the advanced international level of joint-stock commercial banks is an important means of. Near stage， marketing as the bank competition new strategy is to pay much attention, and has gradually penetrated into the bank’s business activities to. However，the Commercial Bank of our country on the whole is a lack of marketing research and the use of the system, the traditional way of thinking and practices have not changed，has not established a real marketing mechanism, banking marketing management level lags behind the development of the banking market. This article takes the Shenzhen Development Bank for example, discusses the existing problems, and puts forward corresponding countermeasures and suggestions, in order to defeat the other small and medium-sized ban