江苏银行国际业务在县域地区的营销策略探讨

发布时间：2018-08-09 13:06

【摘要】：进入21世纪以来,伴随着中国经济快速增长,国际业务成为中国商业银行争夺焦点。县域经济的迅猛增长成为各省市的新亮点,其中,县域经济的国际贸易尤其发展迅速。作为经济大省的江苏,苏南地区县域的外向型经济特点显著,尤其苏州的县域地区最为突出,辖内县域地区年进出口量达到1000亿美元以上。所以,江苏银行在成立之初就把县域地区作为业务转型突破口,把县域地区国际业务作为特色业务去打造。本文回顾国内外商业银行营销策略、国际业务营销策略以及县域地区营销策略的研究现状,简单陈述江苏银行发展历程以及国际业务发展现状,进一步讨论江苏银行在县域地区营销当中有关问题,总结出江苏银行的劣势主要体现在市场定位不清晰、业务人员素质低、金融产品创新和研发能力低、促销手段简单以及营销体系不健全问题。针对江苏银行国际业务在县域地区问题,本文提出相应改善和提升江苏银行县域地区的国际业务具体措施:建立中前台联动的完整一体化营销体系,构建为国际业务部为中心的营销团队,打造完善的客户经理队伍和推行国际业务产品经理队伍;加快建设业务人员准入机制,建立国际业务专管员制度,还有利用各种渠道引进高端的国际业务人才;加快对同业产品模仿、利用现代互联网技术完善国际业务产品的平台;根据STP理论分析,江苏银行定位于县域地区高端客户,针对目标客户,应当采用本外一体化的营销手段,在价格定位,产品定位和渠道定位都采用个性化、针对性的营销策略;除保持运用传统促销手段,不断利用现代化高科技互联网技术完善自身促销手段五个方面着力解决存在的问题。通过本文研究,提出本文的实践价值和创新点,梳理出文章中的存在的不足之处,并指出以后可能的后续方向。
[Abstract]:In the 21st century, with the rapid economic growth of China, international business has become the focus of Chinese commercial banks. The rapid growth of county economy has become a new bright spot in various provinces and cities, among which, the international trade of county economy is developing rapidly. As a big economic province, Jiangsu has obvious characteristics of export-oriented economy in southern Jiangsu, especially in Suzhou, where the annual import and export volume of the counties under its jurisdiction is more than 100 billion US dollars. Therefore, at the beginning of its establishment, Jiangsu Bank regards the county area as the breakthrough point of business transformation and the international business of the county area as the characteristic business. This paper reviews the research status of commercial bank marketing strategy, international business marketing strategy and county area marketing strategy at home and abroad, and briefly states the development history of Jiangsu Bank and the current situation of international business development. Further discussing the relevant problems of Jiangsu Bank in county area marketing, summing up the disadvantages of Jiangsu Bank mainly reflected in unclear market positioning, low quality of business personnel, low ability of financial product innovation and R & D. The promotion method is simple and the marketing system is not perfect. Aiming at the problem of Jiangsu Bank's international business in the county area, this paper puts forward some specific measures to improve and promote the international business of Jiangsu Bank in the county area: to establish a complete integrated marketing system with the linkage between the front and the foreground, Set up a marketing team centered by the International Business Department, build a perfect team of account managers and promote the team of international business product managers, accelerate the construction of access mechanism for business personnel, and establish a system of specialized managers of international business. There are also platforms for introducing high-end international business personnel through various channels; speeding up imitation of the same industry products and using modern Internet technology to perfect the platform for international business products; according to the STP theory, Jiangsu Bank is positioned at high-end customers in county areas. Aiming at the target customers, we should adopt the marketing means of integration of internal and external, adopt individualized and targeted marketing strategies in price positioning, product positioning and channel positioning, besides maintaining the use of traditional promotional means, Constantly using modern high-tech Internet technology to improve their own promotion means in five aspects to solve the existing problems. Through the study of this paper, the paper puts forward the practical value and innovation of this paper, combs out the shortcomings of the article, and points out the possible future direction.
【学位授予单位】：南京工业大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F274;F832.33

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