G农行对公业务营销策略优化研究.pdfVIP

摘 要 现代市场营销理论初创于 20 世纪初，银行市场营销是市场营销理论在金融领域的 延伸，因此市场营销理论也同样适用于银行市场营销,而劳特伯恩从顾客角度出发提出 的4C营销理念更是契合银行的市场营销。笔者一直在农行基层支行从事对公业务工作， 对农行基层支行对公营销具有一定的认识，而G农行作为河北省农行重点城区支行，其 营销特点也具有强烈的代表性，因此决定将G农行对公业务营销作为笔者硕士论文的研 究选题。本文运用系统分析、定性与定量分析相结合、宏微观分析相结合等商业银行营 销管理学的研究方法，对 G 农行的内外部环境进行详细的分析与梳理，同时在 4C 理论 营销框架下对当前G农行的对公营销策略进行分析，梳理出G农行当前的营销矩阵，构 画其当前所面临的机遇、挑战以及自身的优劣势。进而对G农行的现有对公务营销策略 提出针对性的优化建议，构架G农行优化营销策略图，将“以客户为中心”的营销理念 真正深入到G农行对公业务的经营发展中，并同时匹配相应的配套制度，从而提高G农 行对公业务竞争力，促进其可持续发展。 关键词 4C营销理论 G农行 对公业务 营销优化 II 万方数据 Abstract Abstract The current global economic situation is complex and suffering from overall downward trend. The GDP in China increased by 6.7% in 2016. Although the growth rate is ranked first in the world, the Chinese economy is still not able to maintain long-term development of the L type of the new normal. After studying and judgment of the new normal world economic situation and the economic development of our country, the government made a major decision of the structural reform of supply-side in Nov. 2015. Because of the economic downturn, structural adjustment and other factors under the resonance effect, some industries and enterprises experience greater difficulties in their operations. Risk and chance coexist. The reform of labor pains but brings new energy to economic development. As the year of the beginning of the 13th Five-year plan, the structural reform of supply-side effected step by step in 2016. The econo