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MBA论文_中国银行长春分行法人透支账户产品市场营销策略研究

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I
摘要
中国银行长春分行法人透支账户产品市场营销策略研究
随着现代化社会生活节奏的加快,汽车逐渐变成了每个人必不可少的一种
工具,加之人们收入普遍增长,对购买汽车的需求更加强烈。由此为汽车市场
的发展带来了很好的机遇。各家银行看到了市场的利润空间,纷纷加入车贷市
场。中国银行长春分行经销商贷款部是同一汽合作为其在全国各省的经销商4s
店提供贷款的公司条线部门。但是近年来,很多家银行同时都进入该市场,使
得市场竞争十分激烈,中行想要在这种激烈的竞争中脱颖而出,因此推出了新
产品法人透支账户
本文根据各年银行记载的具体数据,从市场占有率、盈利情况、竞争情况
等方面进行分析,调查了国家近年对汽车市场的各种政策,及居民对汽车的具
体需求模式,从而进一步分析中国银行长春分行大众经销商贷款部市场营销现
状。现在我行汽车贷款市场所面临的营销现状主要的问题是产品单一,无新颖
的业务,渠道建设仅仅是直接营销渠道,人员紧缺且素质参差不齐。而此次新
产品上线要解决的问题是从产品、价格、渠道、人员等方面来进行的讨论和最
终寻求解决办法
为了能够使法人透支账户产品能够更有效地进入市场,本文对市场的宏观、
微观环境进行了分析。本文将调查的宏观环境分为政治、经济、自然和技术四
个方面。国家在政策上推行了一系列有利于汽车市场发展的政策、而加之经济
的发展,居民对汽车的需求日益增多。在微观方面,我行有完整的新产品研发
支持的组织体系,对市场上的消费者及同业的竞争者有一定的了解。而且我行
进入市场较早,规模较大。但是,由于员工团队和绩效考核制度等内部组织架
构的问题,再加上客户所在地域较广,使得此次新产品上线也有一定的阻碍
在完成了以上的环境分析及产品上线优劣势分析后,我行决定将法人透支账户
II
产品先推广在省内已与我行合作的客户。在这一战略的基础上,深入市场探访
调研,加大与供应商和经销商的沟通,根据客户的这些真正的需求,与法人透
支账户产品特点相结合,并根据STP理论,进行市场细分,选定目标市场,为
不同的客户提供不同的贷款支持政策。在确定了目标市场后,依照4P理论为指
导,选择和制定合适的营销组合策略,以客户的规模和销售情况为其安排合理
的产品组合策略,针对不同定位的经销商分别制定合理的收费政策。最后,充
分考虑该方案在执行中存在的风险和问题,解决人力物力的供应,制定好其考
核绩效等办法,申请营销经费保证此种营销方案可以有保障的实施
通过本文的研究,可得出中国银行长春分行法人透支账户产品与同业竞争
者的产品相比,较为新颖,并能与现有的产品进行灵活的组合,使其能更针对
目标市场划分中的经销商的需求,为经销商提供优质产品支持和服务支持。在
此基础上,我行通过加强人员调整,渠道建设以及调整绩效分配制度,加强宣
传与产品优惠促销一系列的措施保障此次营销方案的有效执行。此外,利用优
质产品和理论的支持,更多的争取市场份额,树立品牌形象,使中国银行产品
在车贷市场上占有一席之地
关键词:
车贷市场,法人透支账户产品,营销策略
III
Abstract
Research on Marketing Strategy of Corporation Overdraft Product
for Bank of China Changchun Branch
With modern social life rhythm speeding up, the car was turned into a kind of
tool of each person is indispensable, and income growth generally, people demand for
buying a car is more intense. Thus for the development of the auto market has
brought a good chance. Banks see the market profit space, in the auto loan market.
Bank Of China, changchun dealer of loan is cooperation with faw provinces across
the country for its dealers 4 s shops provide loan line divisions of the company. But in
recent years, many Banks have entered the market at the same time, makes the market
competition is very fierce, Bank Of China want to in the fierce competition, so the
legal overdraft account launched new products.
According to the bank account in each of the specific data, from the aspects such
as market share, profitability, competition analysis, survey the state policies on auto
market in recent years, and the specific needs of residents on car model, further
analysis of Bank Of China, Changchun Volkswagen dealer marketing status quo. Now
we faced by the auto loan market marketing present situation the main problem is the
product of a single, without a new business, just direct marketing channel, channel
construction personnel shortage and quality is uneven. And launched the new product
to solve the problem from the aspects such as product, price, channel, personnel to
discussion and ultimately seek a solution.
In order to be able to make legal overdraft account products can enter the market
more effectively, this paper analyzes the macro and micro environment of the market.
This article will investigate the macro environment into the political, economic,
natural and the social four aspects. Countries in politics carried out a series of policies
IV
conducive to the development of automobile market, and combined with the
development of economy, people demand for cars is increasing. At the micro aspect,
we have a complete new product research and development support system of
organization, for the consumer and trade on the market have a certain understanding
of competitors. And because I enter the market earlier, larger. However, due to staff
team and the performance appraisal system of the internal organization structure
problems, plus a wide customer areas, makes the new product launch also to have
certain obstacles.
At the completion of the above analysis and after analyzing the advantages and
disadvantages in the product launch, we decided to corporate product promotion in
the province first overdraft account has cooperation with our customers. On the basis
of this strategy, the thorough research visit market, increase the communication with
suppliers and distributors, and according to the the real needs of customers, combined
with legal overdraft account product features, and based on the STP theory, market
segmentation, choose target market, provide different customers with different credit
support policy. After determine the target market, according to the 4 ps theory as the
instruction, to select and formulate appropriate marketing combination strategy, the
size of the customer and sales for the reasonable arrangement of its product portfolio
strategy, for different positioning of the dealer respectively formulate reasonable fee
policy. Finally, fully consider the risk in the execution of the scheme and the
problems, solve the supply of resources, making good its examination way such as
performance, apply for marketing budget to ensure the implementation of the
marketing plan can be guaranteed.
Through the study of this article, it can be concluded that Bank Of China,
changchun legal overdraft account product compared with the competition of
products, more innovative, and flexible combination with the existing product, can
make it more specific target market segmentation in the dealer's demand, support for