本文選題：中間業(yè)務(wù) + 營銷策略　； 參考：《大連海事大學(xué)》2012年碩士論文

【摘要】：當(dāng)前,隨著金融市場競爭的日益激烈,銀行傳統(tǒng)存貸業(yè)務(wù)的利差正在日漸縮小,中間業(yè)務(wù)以其成本低、收益高、風(fēng)險小、盈利潛力大等顯著優(yōu)點,業(yè)已成為世界各國商業(yè)銀行收入的重要組成部分,被稱為商業(yè)銀行的三大業(yè)務(wù)之一。因此,如何全面、健康、快速地發(fā)展中間業(yè)務(wù)以應(yīng)對激烈競爭,成為各類商業(yè)銀行迫切解決的問題。 濟(jì)寧市農(nóng)村信用社,經(jīng)過深化改革,開拓創(chuàng)新,也已成為當(dāng)?shù)貭I業(yè)網(wǎng)點最多、存、貸規(guī)模最大的金融機(jī)構(gòu)。近幾年,濟(jì)寧市農(nóng)村信用社將發(fā)展中間業(yè)務(wù)作為全社的戰(zhàn)略支柱業(yè)務(wù)以來,通過不斷加強(qiáng)市場營銷和產(chǎn)品研究,加大中間業(yè)務(wù)考核及資源配置力度,中間業(yè)務(wù)發(fā)展速度明顯加快,中間業(yè)務(wù)收入取得了一定的進(jìn)步。但與同業(yè)相比,仍存在不小的差距。 本文以濟(jì)寧市農(nóng)村信用社中間業(yè)務(wù)發(fā)展為背景,在充分調(diào)研的基礎(chǔ)上,運用市場營銷學(xué)、整合營銷傳播理論及資源理論,從濟(jì)寧市農(nóng)村信用社發(fā)展中間業(yè)務(wù)的意義和必要性著手,分析了濟(jì)寧市農(nóng)村信用社所面臨的機(jī)遇和挑戰(zhàn)。在中間業(yè)務(wù)市場細(xì)分和目標(biāo)市場定位的基礎(chǔ)上,制定出濟(jì)寧市農(nóng)村信用社中間業(yè)務(wù)產(chǎn)品的市場營銷策略,并根據(jù)中間業(yè)務(wù)產(chǎn)品的特點,制定了包括差異化服務(wù)策略和網(wǎng)點渠道管理策略,結(jié)合濟(jì)寧市農(nóng)村信用社的具體情況,從營銷觀念的轉(zhuǎn)變、業(yè)務(wù)流程再造、組織機(jī)構(gòu)建設(shè)、人員培訓(xùn)與管理、年度營銷計劃的制定等方面提出了中間業(yè)務(wù)市場營銷策略的實施建議。以期為濟(jì)寧市農(nóng)村信用社中間業(yè)務(wù)長期、穩(wěn)定、全面的發(fā)展提供有效途徑。
[Abstract]:At present, with the increasingly fierce competition in the financial market, the interest rate difference of the traditional deposit and loan business of banks is shrinking day by day. The intermediary business has the remarkable advantages of low cost, high income, low risk, great profit potential, and so on. It has become an important part of the income of commercial banks all over the world and is called one of the three major businesses of commercial banks. Therefore, how to develop intermediary business in an all-round, healthy and rapid manner to cope with fierce competition has become an urgent problem for all kinds of commercial banks. Jining Rural Credit Cooperatives, through deepening reform, pioneering and innovation, has become the largest local business network, deposit, loan scale of the largest financial institutions. In recent years, Jining Rural Credit Cooperatives have taken the development of intermediate business as the strategic pillar business of the whole society. Through continuously strengthening marketing and product research, Jining has increased the assessment of intermediate business and the allocation of resources. Intermediary business development speed obviously accelerated, intermediary business income has made certain progress. However, compared with the same industry, there is still a large gap. Based on the development of intermediate business of Jining Rural Credit Cooperatives, this paper integrates marketing communication theory and resource theory, on the basis of full investigation and research. Starting from the significance and necessity of developing intermediate business in Jining Rural Credit Cooperative, this paper analyzes the opportunities and challenges faced by Jining Rural Credit Cooperative. On the basis of market segmentation and target market orientation of intermediate business, the marketing strategy of intermediate business products of Jining Rural Credit Cooperatives is worked out, and according to the characteristics of intermediate business products, It includes differentiated service strategy and network channel management strategy, combined with the specific situation of Jining rural credit cooperative, from the change of marketing concept, business process reengineering, organization construction, personnel training and management. The implementation suggestion of marketing strategy of intermediate business is put forward in the aspects of making annual marketing plan and so on. In order to Jining City Rural Credit Cooperatives intermediary business long-term, stable, comprehensive development to provide an effective way.
【學(xué)位授予單位】：大連海事大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2012
【分類號】：F832.2

【引證文獻(xiàn)】

相關(guān)碩士學(xué)位論文 前1條

1 劉思歧;中國的投資金銀幣市場營銷研究[D];華北電力大學(xué);2013年

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本文編號：1833020