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MBA硕士范文_中行QLSL支行零售银行业务差异化营销策略(55页).rar

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更新时间:2018/10/19(发布于山东)

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文本描述
摘要
中国商业银行在改革幵放后特别是股改上市后取得了辉煌成就,然而中国商业银行
的生存空间正在发生变化。外部环境的变化:包括经济增长速度逐步放缓、经济结构调
整中、推进利率市场化、金融脱媒态势愈演愈烈;约束条件的变化:以资本为核心的监
管约束、以中央银行为主导的宏观审慎监管框架的约束、利益相关的约束;社会需求发
生深刻变化:传统的融资需求正在萎缩,个人的理财需求越来越旺盛等社会需求变化,
迫使商业银行更加重视零售银行业务,以零售银行为银行的转型契机。然而在零售银行
方面,每个银行提供的产品、服务和品牌同质化严重,每个银行几乎都在提供相同的产
品、服务与品牌,这些使得竞争异常激烈
本文以中行QLSL支行零售银行业务为背景,通过对中行QLSL支行所在地区的客户
进行市场细分,明确了主要目标客户,确定了中行QLSL支行的市场定位,通过跨境金
融优势的产品、平台增值服务、优质的客户服务人员、便捷的电子银行渠道、社区中银
品牌建设,从而使中行QLSL支行取得差异化的优势,实现为客户提供更高的价值与为
企业创造更高的利润,达到二者都双赢
关键词:市场细分;目标市场;市场定位;差异化营销
Abstract
The commercial banks in China have taken glory accomplishments after the reform and
opening, especially after the great revolution of IPO. However, The living environment for the
commercial banks in China is currently changing. As for the macroeconomic environment:the
growth rate is slowing down, the structure is reorgnized, the price is more determined by the
open market,and the financial intermedia is less necessary. As for the politic and regulatory
environment: The current standardized regulatory system is based on the Class A capital,
dominated by the central bank, designed in a framework of imprudent supervisiton, and
involving shareholders' benefits. As for the aggregate demand: demand of traditional
financing is shrinking, while demand of personal financing is expanding. The retail banking
business give commercial banks a great chance to transformation. However, the Homogeneity
of retail banking products and services bring about a fierce competition in this newborn
market.
This artical try to make a market positioning for the Bank of China QLSL Subbranch,
based on analysing the market segmentaion and researching target consumers of retail
banking services of QLSL Subbranch. We conclude that, QLSL Subbranch should take
advantage of its cross-border financial products, value-added service platform, excellent
customer service personnel, convenient electronic banking channels,and great brand of
community banking, and achieve a win-win benefit from this diversifitation developing
strategy.
Keywords:Segmentation; Targeting; Positioning; differentiating marketing