兰州银行天水分行营销策略研究-工商管理专业论文.docxVIP

MBA学位论文作者：赵宁 MBA学位论文作者：赵宁 兰州银行天水分行营销策略研究 中文摘要 营销是企业的一项重要经济管理活动，银行也不例外，能否成功地运用营销 策略关乎银行的持续发展乃至生存。兰州银行是甘肃省唯一一家地方性金融机 构，于2008年11月在天水市设立了分行。作为新进入者，兰州银行要想在天水 银行业的激烈竞争中保持和扩大市场份额、谋求发展，重视营销策略的应用将是 其营造差别化竞争优势的一条重要途径。 本文以营销组合理论一4Ps理论为基石，运用理论联系实际、比较分析等方 法，对兰州银行天水分行营销现状进行分析，指出其目前营销中存在的问题。通 过全面的营销环境分析，明确目标市场定位，并设计出一套比较适合其发展的产 品、价格、渠道、促销、人员的营销组合策略，同时提出营销策略的一些相关配 套措施，以增强其营销策略实施的有效性、科学性。 本文旨在结合兰州银行天水分行的实际情况制定其市场营销策略，对该行把 握市场定位及营销策略制定具有较强的指导意义和现实可操作性，对其他中小城 市商业银行的发展也具有借鉴意义。 关键词：城市商业银行，市场定位，营销策略 MBA学位论文作者：赵宁 MBA学位论文作者：赵宁 兰州银行天水分行营销策略研究 ABSTRACT Marketing is of the important activities of the economic management，including bank， therefore，the successful implication of the marketing strategy is the key of the continuous development and survival of the bank．LANZHOU Bank is the unique civic financial institution， establishing the TIANSHUI branch in Nov．2008．As new insider,if the LANZHOU Bank want to keep and懿pand the marketing share and pursuit the development in the fierce competition among other banks in TIANSHUI，attaching importance to the implication of the marketing s仃ategy will be the important way to build the different competitive advantage． The thesis is the basis of the marketing-composing theory--4ps theory,applying the method of integration theory、玑tll practice and comparative analysis to analyze the present marketing situation of the TIANSHUI branch of LANZHIU Bank and poiIlt out the existed problems under the present marketing situation．Through the all-round analysis of marketing environment，we’11 definite the location of target market and design set of marketing．composing strategy,comparatively fitting the development of the product，price，channel，marketing and personnel and put forward some related complete measure in the implication of the marketing strategy to improve effective and sciatic implication of the marketing strategy． The thesis aims at the combination of the leal situation of the TIANSHUI branch of LANZHOU Bank to lay down its marketing strategy,which has the