【作者】 刘涛；

【导师】 魏琦；

【作者基本信息】 兰州理工大学 ， 工商管理硕士（MBA）（专业学位）， 2018， 硕士

【摘要】 随着市场营销在各行业的逐渐普及和深化,系统化的市场营销理论知识和实践运用成为银行业不可或缺的业务发展指导思想。在金融业竞争激烈的本土区域内,渭滨农商银行作为地方性法人金融机构,股份制改造相对较晚,市场营销体系也尚未形成,没有相应的市场营销策略作为理论支撑。所以,为渭滨农商银行量身定制属于自己的本土银行市场营销策略,是亟待解决的问题。本论文首先对国内外银行业营销策略的研究现状做简要概述,结合市场营销学相关理论知识,通过文献研究法和市场调查法,配合大量数据佐证,深入分析了渭滨农商银行市场营销现状。其次指出了渭滨农商银行在市场营销中存在的8个方面问题,通过深入剖析政策、社会、经济、竞争对手等外部环境及客户资源、内管制度建设等内部环境,找出渭滨农商银行在区域内营销和发展的优势、劣势,机会和威胁,进而为渭滨农商银行的营销策略提供理论支撑。再次,从产品、价格、渠道、促销宣传和客户五大条线十个方面为该行以后的营销模式分析策略、提出建议,同时指出营销策略须有调整市场营销组织、建设营销团队、改进目标考核与绩效等三个方面的保障。本文在旨在为渭滨农商银行市场营销中理清思路、占领市场提供了理论指导,且采集了大量数据,进行长期实地调研,更具有一定的实际意义。更多还原

【Abstract】 With the gradual popularization and deepening of marketing in various industries,the systematized application of knowledge and practice in marketing has become the indispensable guiding ideology of business development for the banking industry.This thesis firstly gives a brief overview of the current situation of the research on banking marketing strategy at home and abroad.Combining the relevant theoretical knowledge of marketing,through literature research and investigation,At the same time,it points out the problems existing in the marketing of WRC bank.Through in-depth analysis of the internal environment such as policy,society and economy,the external environment and customer resources,its own power,current situation and culture,WRC Bank finds its advantages in the region,Disadvantages,opportunities and threats,and then provide theoretical support for the WRC bank’s marketing strategy.From the product,price,channel,customer and promotion five major aspects of the bank’s marketing model analysis strategy,make recommendations,also pointed out that marketing Strategy must have to adjust the marketing organization,building marketing team,to improve the performance of the target assessment and three aspects of protection.This articl e provides a theoretical guidance for occupying the market and clarifying the thinking in the marketing of WRC bank,and has a lot of data collected for long-term field research,more practical significance.更多还原