本文基于市场营销、银行营销及营销战略等相关理论，首先对NK银行营销的内部
环境做了具体的分析，对NK银行的外部营销环境进行分析，并在此基础上用 SWOT模型
充分分析了优势、劣势、机会和威胁，从而确定了NK银行外贸企业目标客户营销的策
略模式。其次，确立了NK银行营销战略制定的指导思想及制定原则并提出了最终的营
销战略。最后，借鉴4C策略组合作为战略实施的具体方案，并提出将加强企业文化建
设、培训机制及绩效考核作为NK银行战略实施的保障措施。本文的研究为NK银行面对
外贸企业目标客户的营销策略提供了参考，为实现其长远发展的目标和提升NK银行的
市场竞争能力提供了可靠的依据，完善和丰富了营销策略的研究。
关键词；银行营销；外贸企业客户；营销战略
NK银行面向外贸企业目标客户的营销战略研究
Abstract
2011 is the entire 10 years since China has allowed to access to the WTO. Foreign trade
enterprises and banks both have been brought opportunities and challenges in the
liberalization of the financial environment and foreign exchange policy. There is a war carried
out by domestic commercial banks, city commercial banks and foreign banks on the resources
of foreign trade enterprise customers. In such a competitive environment, NKBank how to
face the marketing of foreign trade enterprises to target customers is able to adapt to this
environment, what kind of marketing in order to meet the fierce competition, this is the
problem faced by the NKBank.
For the first, this paper analysis the internal Marketing environment of the NKBank
which is based on the theory of marketing, bank marketing and marketing strategy theory. The
paper analysis the external marketing environment, and on this basis, by using analysis
SWOT model advantage, which is include weaknesses, opportunities and threats of NK Bank
in order to determine the foreign trade enterprises in the target customer marketing strategy.
Secondly, the paper established NK bank marketing strategy to develop the guiding ideology
and the development of principles and the ultimate marketing strategy. Finally, drawing on a
combination of 4C strategy as a strategic implementation of specific programs, and proposed
protection measures will strengthen the building of enterprise culture, the mechanism for
training and performance appraisal as NKbanking strategy implementation. NK faced by
banks marketing strategy of the target customers of the foreign trade enterprises, this study
provides a reference for the realization of its long-term development objectives and enhance
the market competitiveness of NKBank provides a reliable basis to improve and enrich the
study of the marketing strategy.
Key words: Bank marketing; Foreign trade enterprise customers; Marketing strategy
NK银行面向外贸企业目标客户的营销战略研究
目录
第1章 绪论1
1.1 研究的背景、目的和意义1
1.1.1 论文选题背景1
1.1.2 论文选题目的和意义2
1.2 国内外研究现状3
1.2.1 国外研究现状3
1.2.2 国内研究现状4
1.2.3 国内外研究现状总述5
1.3 论文的研究内容和方法5
1.3.1 研究的内容5
1.3.2 研究的方法7
1.4 论文的创新之处8
第2章 NK银行面向外贸企业目标客户营销的现状及弊端9
2.1 NK银行面向外贸企业目标客户营销现状9
2.1.1 目标客户的特点及重要性分析9
2.1.2 营销团队现状11
2.1.3 营销成果现状12
2.2 NK银行外贸企业客户营销模式现状14
2.2.1 推销营销理念14
2.2.2 被动营销方式14
2.2.3 无差异营销组合14
2.3 NK银行外贸企业客户营销策略弊端14
2.3.1 营销意识淡薄，缺乏专业知识15
2.3.2 营销目标市场不明确，缺少自身定位15
2.3.3 营销产品单一，市场满足度低15
2.3.4 营销后期维护不当，优质客户流失15
2.4 本章小结16
第3章 NK银行面向外贸企业目标客户营销的环境分析17
3.1 NK银行面向外贸企业目标客户营销的外部宏观环境17
哈尔滨工程大学工商管理硕士学位论文
3.1.1 政治经济环境17
3.1.2法律环境18
3.1.3 社会文化环境18
3.1.4 科技环境19
3.2 NK银行面向外贸企业客户营销的微观环境19
3.2.1目标客户需求分析19
3.2.2 竞争对手分析21
3.2.3 内部各部门协调及组织效率分析21
3.3 NK银行营销外贸企业客户SWOT 分析22
3.3.1 内部条件分析22
3.3.2外部条件分析24
3.3.3 策略选择及应对措施26
3.4 本章小结27
第4章 NK银行面向外贸企业目标客户营销战略制定28
4.1 NK银行外贸企业目标客户营销战略制定指导思想及原则28
4.1.1指导思想28
4.1.2制定原则28
4.2 NK银行外贸企业目标客户STP营销战略定位28
4.2.1市场细分（Segmentation）28
4.2.2目标市场选择（Targeting）30
4.2.3市场定位（Positioning）31
4.3 NK银行外贸企业目标客户营销战略32
4.3.1 大客户定制战略32
4.3.2 中型客户保值增值战略33
4.4 本章小结34
第5章 NK银行营销战略的实施与保障措施35
5.1 营销战略实施的4C策略组合35
5.1.1 顾客（Consumer）35
5.1.2 成本（Cost）36
5.1.3 便利（Convenience）37
5.1.4 沟通（Communication）38
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