广东省建行综合融资业务营销策略研究-工商管理专业论文.docxVIP

广东省建行综合融资业务营销策略研究摘 广东省建行综合融资业务营销策略研究 摘 要 随着直接融资比例占据社会融资规模的不断提高，发展以直接融资及财务顾 问等中间业务为主要服务内容的综合融资业务，成为建设银行及其他各大商业银 行进行综合化经营的主要措施。如何做好综合融资业务的营销工作，制定合理并 行之有效的营销策略是商业银行必须要研究的课题。 本文以广东省建行综合融资业务为研究对象，运用市场营销学相关知识与理 论，深入分析了广东省建行综合融资业务营销现况及问题。文章认为广东省建行 要同时承担业内竞争压力以及潜在进入者带来的竞争压力，只有确立一条具有自 身特色的发展道路，才能保证综合融资发展的健康稳定。文章基于用SWOT分析 结果，运用STP理论，对广东省建行综合融资业务进行了细分，从中选定了制造 业，房地产及批发零售等行业作为目标市场并做出精准定位。在市场营销4Ps理 论指导下从产品创新策略、价格策略、渠道建设策略、促销策略全面制定了广东 省建行综合融资业务的营销策略。最后，指出要从深度挖掘优质客户、加强信贷 风险防范、打造优良文化、完善激励约束机制、强化营销团队及客户经理制等方 面做好广东省建行综合融资营销策略的实施保障工作。 本研究对广东省建行巩固现有业绩，发掘自身市场潜力，提高经营水平，形 成持续、稳健、良性的发展局面具有重要意义。同时，希望对其他商业银行的经 营具有一定的参考与借鉴作用。 关键词：广东省建行；综合融资业务；营销策略；SWOT II 万方数据 工商管理硕士学位论文Abstract 工商管理硕士学位论文 Abstract With the proportion of direct financing accounted for the continuous improvement of the social scale of financing，the development of intermediary business direct financing and financial advisory services as the main content of the comprehensive financing business，become the main measures for banks and other maj or commercial banks to carry out comprehensive operations．How to do a comprehensive financing business marketing work to develop reasonable and effective marketing strategies，commercial banks have to study． In this paper，a comprehensive Guangdong Construction Bank financing for the study，the use of marketing knowledge and theoretical depth analysis of Guangdong Construction Bank IF S business marketing status and problems．At the same article that the Guangdong Construction Bank to bear the pressure of competition in the industry and competitive pressures brought about by potential entrants，only to establish a path of development with its own characteristics，in order to ensure the healthy and stable development of integrated financing．Based on the article by SWOT analysis，the use of STP theory，the Construction Bank，Guangdong Comprehensive financing operations in the segment，selected from the manufacturing， real estate and wholesale and retail trade as target market and make accurate positioni