【作者】 宋伟；

【导师】 谢永珍；

【作者基本信息】 山东大学 ， 工商管理（专业学位）， 2013， 硕士

【摘要】 银行业的高外生性、高杠杆性和高风险性决定着其与生俱来的脆弱性。东南亚金融危机和美国次贷危机间大量银行的倒闭便是明显的例证,而百年老店巴林银行更是仅仅因为一名交易员的违规操作而瞬间毁灭。进入后危机时代,我国商业银行面临着外部环境长期复杂性和经济走势不确定性等难题,特别是同业竞争日益白热化的趋势,更使得国内银行业经受着严峻考验。近期,我国金融改革的步伐明显加快,利率市场化趋势明显,届时银行间的竞争将更加白热化,农业银行作为一家大型国有上市银行,是中国主要的综合性金融服务提供商之一,深入研究其市场营销策略,对农业银行的生存、发展具有很强的现实意义。本文立足于当前国内外经济形势及银行竞争的发展趋势,在对农业银行山东省分行进行大量调查研究的基础上,从农业银行山东省分行营销现状、存在问题及成因分析出发,运用PEST、波特五力和SWOT等理论工具全面分析了商业银行面临的市场环境,阐述了宏观经济环境和微观环境对其业务市场营销策略产生的影响。然后,重点对商业银行营销组合策略中的客户选择策略、产品策略、价格策略、渠道策略和促销策略分别进行系统分析,提出山东农行在客户选择策略上要树立全新的客户选择标准,以经济资本回报率为标准来评判客户、选择客户、营销客户；在产品策略上要加快推动产品创新,为客户提供差别化和系列化产品服务,不断提高产品覆盖度；在定价策略上要选择“客户导向型”的定价模式,开展差异化营销策略；在渠道策略上要采取更加多样化的分销渠道,下大力气完善电子渠道体系建设；在促销策略上要提高层次,加强公共关系促销等。指出了在人力资源、财务资源、信息系统和风险控制等方面相应的配套保障措施,以此来支持山东农行市场营销工作的有效实施。希望本文的研究能够对农业银行山东省分行提升综合竞争能力,实现“同业争排头、系统创一流”的发展目标有所帮助。更多还原

【Abstract】 The high erogeneity, leverage and risk of banking industry determine its inherent fragility. For example, the south-east Asian financial crisis of1997, American subprime crisis and bankruptcy of British Bahrain resulted from its dealer’s illegal operations. In the post-financial-crisis era, China’s commercial banks are facing many problems, such as the long-term complexity of external environment and the uncertainty of economic trends. In particular, the competitions in the same industry make things more difficult for domestic banks. Recently, with the financial reforms speeding up in China, interest rate marketization has become an inevitable trend and the competition between banks will be more and more severe. Agricultural Bank of China(ABC), the last of China’s big state-owned banks to float on the stock market, is one of the comprehensive financial service providers in China. Therefore, the deep study on marketing strategies has important realistic meaning for ABC’s survival and development.According to the current economic situation at home and abroad and banks’ long-term trend of development, this paper, on the basis of large amounts of investigations and researches of ABC branch in Shandong Province, analyzes its current marketing situation and points out the existing problems and the reasons to these problems. This article also provides a comprehensive analysis of market conditions faced by commercial banks with the help of PEST, Porter’s Five Force and SWOT, and expounds the influence of macroeconomic and microenvironment environment on banks’marketing strategy. After that, it makes a systematic study and argumentation of commercial banks’marketing combined strategies, including product strategy, price strategy, place strategy and promotion strategy. Then it suggests that in terms of product strategy, ABC branch in Shandong needs to accelerate the innovation of its products and supplies differential and systematic banking products for the customers to improve its coverage; based on the price strategy, it needs to speed up the structure modification and carry out different marketing strategy; by place strategy, it should apply more diversified distribution channels and expands the marketing channels such as online bank and direct marketing to enhance its market share; on promotion strategy, it needs to increase the promotion of public relations. Furthermore, the paper puts forwards the safeguard measures on human resources, financial affairs, information systems and risk management to ensure the effective implementation of marketing. I hope the research can help to improve the overall competitiveness of ABC branch in Shandong Province and achieve its goal of becoming the first-class bank in China.更多还原