中国工商银行营销战略初探.doc

中国工商银行营销策略初探 系（部） 经 管 系 专 业 市场营销 班 级 B143301 学 号 姓 名 崔 雨 薇 指导教师 孙 英 楠 沈阳航空航天大学北方科技学院 2015年6月 摘 要 随着银行业竞争的日益激烈，无论是银行还是个人的胃口都在不断地变大，银行的营销策略的好坏决定着银行的效益，也因此银行的营销策略是我们需要研究的方向。中国工商银行是最能代表中国商业银行特色的商业银行，中国工商银行的营销策略特点以及营销方式都是需要我们探索的，中国工商银行的产品有很多，本论文只针对个人理财产品研究，首先是对中国工商银行进行简单的分析，通过工商银行个人理财产品的指标及业绩等方面对其现状进行分析；其次通过对中国工商银行个人理财产品现状进行SWOT分析以及研究。运用表格图表等方式，运用STP分析法对中国工商银行的市场细分、目标市场和市场定位针对客户进行分析，运用4P理论从产品、价格、渠道、促销四个方面针对客户进行分析，从而展现中国工商银行的营销特色。再与我国另一个商业银行，建设银行进行对比，对建设银行的目前营销策略进行简要的分析，并与中国工商银行的营销策略进行对比；最后对中国工商银行的未来进行展望与总结。 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 B