毕业论文参考样本(封面页)

试论佛山商业银行的整合营销策略

姓名:麦 * *

学号: 98223119

专业:国际经济与贸易

院系:经济管理学院国际经济与贸易系

指导老师: * * * 教授

起止日期: 2001年12月1日至2002年6月1日

摘要

随着金融体制改革的深化，国有商业银行在金融行业中的垄断状况已

被打破。特别是中国已成为世界贸易组织的一员，中国的金融市场正逐步向外资银行开放。商业银行经营进入竞争的阶段，消费者对金融产品的需求也渐趋多元化。在竞争日益激烈的情况下，佛山地区的商业银行确立整合营销观念，制订适应市场竞争的整合营销策略，为各自的金融产品树立品牌，对商业银行自身的发展意义重大。本文比较了整合营销理论与传统的营销理论的区别；结合佛山地区商业银行的经营状况，分析了佛山地区商业银行进行整合营销的必要性；论述了佛山地区商业银行的整合营销策略。

关键词：佛山商业银行整合营销

Abstract

The Integrated Marketing Tactics of Commercial Banks in Foshan

With the promotion of the reform in banking system, the monopoly state in the financial business of state-run commercial banks has already been broken. Especially after China has become a member of World Trade Organization, the

financial market in China is opening to the banks of the foreign capitals progressively. The business of commercial banks enters the stage for competition and the pluralism of demands to the financial products is required by the consumer gradually. In a situation that the competition is fierce day by day, it is very important to the commercial banks that making integrated marketing strategy which meets the competition in the financial market and establishing brands of the financial products. In this dissertation, firstly, I described the difference between the integrated marketing theory and the traditional marketing theory. Secondly, combining the challenge in financial market in Foshan area, the necessity of commercial banks to executive the integrated marketing tactics was analyzed. Further more, the question of how to implement the integrated marketing tactics in commercial banks of Foshan area was answered in the last part of the dissertation.

Key words： Foshan，Commercial Bank，Integrated Marketing

目录

一、整合营销概念的提出 (1)

（一）营销活动的导向不同 (1)

（二）营销组合的基础不同 (2)

（三）营销中宣传推广的方面不同 (2)

（四）与公众的联系不同 (2)

二、商业银行进行整合营销的必要性 (3)

（一）商业银行的竞争日益激烈 (3)

（二）经济发展要求更好地满足消费者需求 (4)

（三）目前佛山地区商业银行实行的传统的营销方式存在局限性 (6)

三、佛山地区商业银行整合营销策略的实施 (7)

（一）采用ＣＳ经营策略 (7)

（二）导入ＣＩＳ策略，统一经营理念 (8)

（三）整合传播方式，开展公关活动的策略 (9)

致谢 (12)

参考文献 (13)