老中银行在老挝市场的营销策略分析-工商管理专业论文.docxVIP

摘要 摘要 万方数据 万方数据 摘 要 2014年1月 22 日，由富滇银行、老挝外贸银行合资成立的老中银行在老挝 首都万象正式开业。富滇银行充分发挥了在开办跨境贸易人民币结算业务方面具 有良好基础和地方法人资质及已构建的广泛地金融网络的优势、加快实现了人民 币周边化和国际化进程。 老中银行挂牌成立，预示着富滇银行的战略规划思路翻开了新篇章，富滇银 行已经开始参与国际竞争。但由于经济发展程度、国民消费理念、金融体系建设 等方面的差异，老中银行想要融入老挝经济市场参与竞争，势必需要参照富滇银 行在云南的成熟的营销理念，结合老挝的文化、经济、政治等方面制定出特有的 营销策略，才能提高自身的综合竞争实力，更好地开拓在老挝的市场，更好地服 务老挝客户。 因此，本文拟将从老挝的文化、经济、政治等方面，结合富滇银行与老挝外 贸银行合资成立老中银行的背景，参照富滇银行在云南的成熟的营销理念，分析 老中银行在老挝市场的营销策略。希望能借此提升老中银行在老挝市场的综合竞 争力，提高老中银行的营销能力，为今后富滇银行在整个东南亚地区成立新的分 行提供一定借鉴依据。 关键词：老挝市场；老中银行；营销策略 I Abstract Abstract Abstract On January 22nd, 2014, LCNB was established in Vientiane, Laos by Fudian Bank and BCEL. It fully developed the advantages of Fudian Bank in two parts: good foundation and good local legal person qualification in cross-border trade settlement business; and existed extensive financial network. Then it sped up the progress of surrounding and internationalization. But because of the differences in degree of economic development, national consumption and financial system, etc, if LCNB wants to accede to economy market to compete, it has to refer to the fully-fledged marketing ideas of Fudian Bank, to combine the culture, economy, policy, etc in Laos, then formulate its own marketing, this can improve its own comprehensive competitiveness, expand the market in Laos and better serve the clients in Laos. Therefore, I will analysis the marketing strategy of LCNB in Laos from aspects of culture, economy and policy, concerning Fudian Bank’s successful marketing concept in Yunnan, and based on the background of LCNB, a joint venture established by Fudian Bank and BCEL. I hope this can improve the market competitiveness of LCNB in Laos, enhance the abilities of marking, and provide reference value for the creation of a new branch for Fudian Bank in the future in the entire southeast Asia. Key words: Market in Laos；LCNB；Marketing Strategy II 目录 目录 目 录 摘要 ..................................................... I Abstract ..........................................