后wto时代山西银行业的营销对策研究-企业管理专业论文.docxVIP

内容摘要／、 内容摘要 ／、 ／ f银行业在7．ttt后将面临更加激烈的竞争，提高银行业的竞争力则可以从 开犀釜银行营销入手。通过银行营销一方面有利于加速银行的商业化改革，并 有利于推动金融市场深化：另一方面也有利于银行的集约化经营，为进入国 际市场打下坚实的基础。目前我目银行业竞争力低下的许多表现都与银行营 销的开展程度有直接的关系。∥ 本文主要针对山西省银行业营销的现状，分析了其开展银行营销的环境 及具体的措施。全文共分四部分： 导言对选择银行营销作为研究内容的原因、目前的对这一问题的研究状 况以及选择这一研究内容的意义进行了说明。 第一章分析了w T 0对我国银行业所带来的影响。这一影响既包括有利 影响，也包括不利影响。 第二章对我省银行业开展市场营销的环境进行分析。这一环境包括：我 省银行业的竞争力现状、目前各银行开展市场营销的状况、银行业的竞争者 分析以及商业银行的主要客户。这些因素将是进一步开展营销工作的基础。 因此必须有清楚的了解和把握。 第三章是在前面分析的基础上，提出了后w T 0时代的银行营销对策。 对策的提出首先从转变营销观念入手，然后通过市场细分、目标市场和市场 定位对银行营销机会的把握，最后从产品、渠道、价格和促销四个方面来提 出了具体的应对措施。 ABSTRACTBanks ABSTRACT Banks will face fierce competition after China enter Jnto W’1 0．Jt IS one of the ways tO promote the competence of banks by carrying out bank marketing．Bank marketing will accelerate the banks’reformation of commercialization and deepen the reformation of financial market，On the other hand it will help for the centralizing operation of banks and make solid foundation for the entrance into international market．At present，the low efficiency of banks is affected by the extent of bank marketing greatly． Author analyzes the environment of carrying out bank marketing in Shanxi province and put up the suggestions on the basis of the present situation．The thesis consists of four parts．Introduction analyzes the cause and how the subject is researched and the significance of it．The first chapter analyzes the impact of WTO to the banks of China which includes two sides，The second chapter analyzes the environment of carrying out bank marketing in Shanxi province which includes the competence of banks，the situation of carrying out bank marketing，the competitors of banks and the main clientele．These factors are the basis of carrying OUt bank marketing further．So it is very important to realize and master them．In the third chapter，according tO present situation author come “p the policies how to improve the level of bank marketing in Shanxi province．The policies start from the marketing concept，then the master of