梅河口民生村镇银行网上银行储蓄业务营销策略研究
发布时间：2018-12-09 13:35
【摘要】：中国经济发展过程中,城乡差距逐步被拉大。虽然国家在大力实现工业化、现代化和城市化,而且目前中国的城市化进程也确实结果显著,但是中国目前还处于典型的二元经济结构中,主要表现为城市经济的多元化化、科技化、信息化;农村经济还主要以传统的手工劳动为主要生产方式。在金融领域,城市的金融产品和服务发展迅速,种类繁多,竞争激烈,为城市的经济发展提供了有效的便捷的服务;而农村的金融产品和服务则发展的相对缓慢,甚至由于农村金融产品和服务的缺乏,导致农村经济发展受到了限制。2006年,全国银监会出台政策,开始建立村镇银行试点。随后几年,村镇银行在全国范围内迅猛发展。本文通过资料收集法,综合比较分析法和SWOT分析法,将分析整理所有的资料并进行对比,然后分析梅河口民生村镇银行发展状况,从中找到它的发展优势和机会,也揭示出它的劣势和发展障碍。对梅河口乡镇网上银行储蓄业务目标客户进行市场细分,选择目标市场,进行精准定位的基础上,运用4Ps理论对该产品在梅河口乡镇市场上营销进行分析,最后给出具体的营销策略的实施方案另外,通过对梅河口民生村镇银行网上银行发展现状的分析,总结其发展网上银行的现有优势和不足,为其网上银行储蓄业务的营销策略提供建议。首先,梅河口民生村镇银行应当先进性市场细分,确定目标客户群体。根据目标客户的需求,创新产品。梅河口民生村镇银行可以采用产品组合策略、定价策略、服务策略、促销策略和渠道策略进行营销。其次,在进行营销策略的选择时,还要充分考虑网上银行建设所需要的技术成本以及所承担的风险,要对网上银行风险进行把控。最后,梅河口民生村镇银行还要应该重视对于产品营销员工的激励,只有银行不断的激励员工,才能尽可能大的发挥员工的才能,取得更好的营销业绩。论文的主要内容和结构安排为:第一章绪论提出了研究背景和研究意义及论文的思路和结构;第二章对银行营销策略相关理论进行梳理总结;第三章关于银行在梅河口民生村镇储蓄业务相关方面的问题和发展进行了调查分析;第四章分析梅河口民生村镇银行网上银行储蓄业务开展条件及营销策略设计;第五章是分析梅河口民生村镇银行网上银行储蓄业务营销保障措施;第六章是结论。
[Abstract]:In the course of China's economic development, the gap between urban and rural areas has gradually been widened. Although the country is making great efforts to realize industrialization, modernization and urbanization, and the process of urbanization in China has indeed achieved remarkable results, China is still in a typical dual economic structure, mainly manifested in the diversification of urban economy. Science and technology, information; Rural economy is also mainly to the traditional manual labor as the main mode of production. In the field of finance, the city's financial products and services have developed rapidly, with a wide variety of types and fierce competition, which provides an effective and convenient service for the city's economic development. The development of rural financial products and services is relatively slow, and even because of the lack of rural financial products and services, the rural economic development is restricted. The following years, village banks in the country-wide rapid development. Through data collection, comprehensive comparative analysis and SWOT analysis, this paper analyzes and compares all the data, and then analyzes the development of Minsheng Village Bank in Meihekou, and finds out its development advantages and opportunities. It also reveals its disadvantages and obstacles to development. On the basis of market segmentation, selection of target market and precise positioning, this product is analyzed on the basis of 4Ps theory in Meihekou township market. Finally, the implementation scheme of specific marketing strategy is given. In addition, through the analysis of the current situation of the development of online banking in the Minsheng Village Bank of Meihekou, the paper summarizes the existing advantages and disadvantages of the development of the online bank. To provide advice for its online banking savings business marketing strategy. First of all, Meihekou Minsheng Village Bank should be advanced market segmentation, determine the target customer groups. Innovate products according to the needs of target customers. Meihekou Minsheng Village Bank can use product combination strategy, pricing strategy, service strategy, promotion strategy and channel strategy for marketing. Secondly, when choosing the marketing strategy, we should fully consider the technical cost and the risk of the construction of the online bank, and control the risk of the online bank. Finally, the Meihekou Minsheng Village Bank should pay attention to the incentive of the product marketing staff, only the bank constantly encourage the staff, can as much as possible to play the talent of employees, to achieve better marketing performance. The main contents and structure of the thesis are as follows: the first chapter introduces the background and significance of the research, the ideas and structure of the paper, the second chapter summarizes the relevant theories of bank marketing strategy. The third chapter investigates and analyzes the problems and development of the bank's savings business in the Minsheng Village of the Meihekou River, the fourth chapter analyzes the conditions and marketing strategy design of the online bank savings business of the Minsheng Village Bank of the Meihekou River. The fifth chapter is the analysis of the Meihekou Minsheng Village Bank online bank savings business marketing guarantee measures; the sixth chapter is the conclusion.
【学位授予单位】：吉林财经大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F832.2;F274
本文编号：2369442
[Abstract]:In the course of China's economic development, the gap between urban and rural areas has gradually been widened. Although the country is making great efforts to realize industrialization, modernization and urbanization, and the process of urbanization in China has indeed achieved remarkable results, China is still in a typical dual economic structure, mainly manifested in the diversification of urban economy. Science and technology, information; Rural economy is also mainly to the traditional manual labor as the main mode of production. In the field of finance, the city's financial products and services have developed rapidly, with a wide variety of types and fierce competition, which provides an effective and convenient service for the city's economic development. The development of rural financial products and services is relatively slow, and even because of the lack of rural financial products and services, the rural economic development is restricted. The following years, village banks in the country-wide rapid development. Through data collection, comprehensive comparative analysis and SWOT analysis, this paper analyzes and compares all the data, and then analyzes the development of Minsheng Village Bank in Meihekou, and finds out its development advantages and opportunities. It also reveals its disadvantages and obstacles to development. On the basis of market segmentation, selection of target market and precise positioning, this product is analyzed on the basis of 4Ps theory in Meihekou township market. Finally, the implementation scheme of specific marketing strategy is given. In addition, through the analysis of the current situation of the development of online banking in the Minsheng Village Bank of Meihekou, the paper summarizes the existing advantages and disadvantages of the development of the online bank. To provide advice for its online banking savings business marketing strategy. First of all, Meihekou Minsheng Village Bank should be advanced market segmentation, determine the target customer groups. Innovate products according to the needs of target customers. Meihekou Minsheng Village Bank can use product combination strategy, pricing strategy, service strategy, promotion strategy and channel strategy for marketing. Secondly, when choosing the marketing strategy, we should fully consider the technical cost and the risk of the construction of the online bank, and control the risk of the online bank. Finally, the Meihekou Minsheng Village Bank should pay attention to the incentive of the product marketing staff, only the bank constantly encourage the staff, can as much as possible to play the talent of employees, to achieve better marketing performance. The main contents and structure of the thesis are as follows: the first chapter introduces the background and significance of the research, the ideas and structure of the paper, the second chapter summarizes the relevant theories of bank marketing strategy. The third chapter investigates and analyzes the problems and development of the bank's savings business in the Minsheng Village of the Meihekou River, the fourth chapter analyzes the conditions and marketing strategy design of the online bank savings business of the Minsheng Village Bank of the Meihekou River. The fifth chapter is the analysis of the Meihekou Minsheng Village Bank online bank savings business marketing guarantee measures; the sixth chapter is the conclusion.
【学位授予单位】：吉林财经大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F832.2;F274
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