银行营销策略)

Z银行K分行公司业务营销策略

蔡卓贞

内容摘要：随着我国金融市场的日益开放，中国金融机构将面临强大的国外竞争对手，市场竞争更趋激烈，尤其对公司业务市场份额的争夺。外资银行为拓展市场、扩充份额必然要以信贷为手段去争夺市场占有率；另外，在华金融机构多数是历史悠久、经验丰富、资信较高、实力雄厚的金融企业，风险小、利润高的公司业务将是外资银行必争业务之一。可以肯定，竞争的结果将是对客户市场的重新分类。鉴于外资银行目前已经可以为公司客户提供人民币业务，在有限的过渡期内，如何巩固并拓展公司业务市场份额就成为我国商业银行面临的重大课题。公司业务是银行业务发展的主体和基础，是银行重要的利润增长点，是未来竞争的潜在市场，巩固和促进公司业务的全面发展，对于银行的可持续发展至关重要。

本文以Z银行K分行的公司产品业务为研究对象，剖析该银行公司业务发展中存在的问题，针对市场营销环境的现状和发展变化，运用市场营销理论，对制定科学的营销策略进行探讨。

本文共分为四个部分：第一部分为Z银行K分行及公司业务概况；第二部分为营销环境分析；第三部分制定了公司业务营销策略的调整；第四部分提出了营销策略的保障措施。

关键词：银行机构公司业务营销策略

Corporate Business Marketing Strategy

of Z Bank, K Branch

Cai zhuozhen

Abstract: With the increasing opening up to the outside world，the Chinese financial institutions will have to face up to even much stronger adversary-the foreign bank in the control of the finance market of the corporate business. Thus it will enhance the competition of this field. The foreign banking institutions in China, enjoying long history, plenty of experience, highly reputation of credit, and strong foundation, will use credit to access and control this market. Based on this idea, the corporate business, which characterized by less risk and high profit, will draw much attention to the foreign bank. One thing is certain: the outcome of the competition is the situation of the re-shuttle of the client market. Because the foreign bank could provide RMB business to the corporate client after two years of China's entry of WTO, how to enhance and enlarge the share of corporate business market within this limited transitional period will become the major subject of our own commercial banks. Corporate business is the mainbody and foundation of the development of banking business, and also the important point of profit growth for the bank, and a potential market for future competition. It is essential and crucial to the sustainable development to the bank.

The goal of this thesis, taking K Branch of Z Bank for example, analyzing the existing problems of the banking business, aims at searching for a more feasible and effectual tactics for the development of banking business of K Branch.

There are four parts in this thesis. The first part introduces the background information if K Branch. The second part analyzes marketing of the company environment. The third part draws up K Branch business marketing strategy of adjustment. The fourth part puts forward the measures of the marketing strategy.

Key Words：Bank organization, Corporate business marketing strategy

目录

目录

1 背景信息 (1)

1.1Z银行K分行简介 (1)

1.2公司业务概述 (3)

1.3公司业务市场营销方面存在的问题 (5)

2 营销环境分析 (10)

2.1区域环境分析 (10)

2.2竞争对手分析 (12)

2.3SWOT分析 (14)

3 营销策略的调整 (17)

3.1目标市场和市场定位 (17)

3.2业务项目产品策略 (18)

3.3渠道策略 (23)

3.4促销策略 (26)

3.5服务策略 (32)

4 营销策略的保障措施 (38)

4.1强化以客户为中心的经营理念 (38)

4.2业务流程再造和营销组织机构的调整 (39)

4.3建立市场营销的支持保障体系 (40)

参考文献 (43)

后记 (44)