I
目录
1 引 言....1
1.1研究背景1
1.2研究意义2
1.3研究思路和方法2
1.3.1研究思路.2
1.3.2研究方法.4
2 理论基础..........5
2.1市场营销理论....5
2.2 STP分析5
2.3市场营销组合理论........6
2.4服务营销7ps理论综述.7
2.4.1 7ps理论的概念...7
2.4.2 7Ps的核心..........9
3 九江银行上饶分行社区支行营销现状及存在问题分析....10
3.1 九江银行上饶分行社区支行的宏观环境分析.........10
3.1.1 政治环境分析..10
3.1.2 经济环境分析..10
3.1.3金融环境分析...10
3.1.4技术环境分析....11
3.2九江银行上饶分行社区支行介绍.......11
3.3九江银行上饶分行社区支行营销现状的SWOT分析.........13
3.3.1 优势......13
3.3.2 劣势......15
3.3.3 机会......17
3.3.4 威胁......18
4 促进九江银行上饶分行社区支行营销发展的建议20
4.1九江银行上饶分行社区支行STP分析.........20
4.1.1 市场细分..........20
4.1.2 目标市场选择..20
4.1.3 目标市场定位..22
4.2 九江银行上饶分行社区支行产品策略.........22
4.2.1产品优化组合策略.......22
II
4.2.2 品牌策略..........23
4.3九江银行上饶分行社区支行价格策略..........23
4.3.1差别定价策略...23
4.3.2 综合定价策略..23
4.3.3竞争定价策略...24
4.4九江银行上饶分行社区支行促销策略..........24
4.4.1广告促销...........24
4.4.2人员推广...........25
4.5九江银行上饶分行社区支行人员策略..........25
4.5.1加强人员储备与培养...25
4.5.2增强员工团队意识.......25
4.5.3增强员工营销能力.......26
4.6九江银行上饶分行社区支行有形展示策略..26
4.6.1形象展示...........26
4.6.2环境展示...........26
4.6.3人员展示...........26
4.7过程策略..........26
4.7.1完善服务功能...27
4.7.2优化服务流程...27
4.7.3全行实现服务标准化...27
5 九江银行上饶分行社区支行营销策略实施的保障措施....28
5.1 创新营销服务体.........28
5.2 强化风险管理.29
5.3科学合理布局..30
5.4优化绩效考核..30
结 论......31
参考文献32
致 谢......35
III
Content
1 Introduction......1
1.1 Research Background......1
1.2 Research Significance......2
1.3 Research Thinking and Methods.2
1.3.1 Research Thinking2
1.3.2 Research Methods4
2 Theoretical Basis...........5
2.1 Marketing Theory5
2.2 STP Theory..........5
2.3 Marketing Mix.....6
2.4 7ps Theory...........7
2.4.1 Concept of 7ps......7
2.4. 2 Core of 7ps..........9
3 Analysis of Marketing Situation and Existing Problems of Community Branch of
Shangrao Branch of Jiujiang Bank......10
3.1 Macro-environment Analysis....10
3.1.1 Political Environment.....10
3.1.2 Economical Environment...........10
3.1.3 Financial Environment...10
3.1.4 Technical Environment...11
3.2 Introduction to Community Branch of Shangrao Branch of Jiujiang Bank......11
3.3 SWOT Analysis of the Marketing Situation of Community Branch of Shangrao
Branch of Jiujiang Bank......13
3.3.1 Strength...13
3.3.2 Weakness15
3.3.3 Oppotunity..........17
3.3.4 Threat......18
4 Suggestions to Accelerate the development of Community Branch of Shangrao
Branch of Jiujiang Bank...........20
4.1 STP Analysis of Community Branch of Shangrao Branch of Jiujiang Bank....20
4.1.1 Market Segmentation......20
4.1.2 Market Targeting20。