市场营销本科毕业论文浅析我国银行业的新型营销策略.doc

本科毕业论文 题目： 浅析我国银行业的新型营销策略 学 院: 管理学院 专 业: 市场营销 学 号: 学生姓名: 指导教师: 日 期: 2011年6月9日 摘 要 随着金融市场的进一步开放，资本市场的迅速发展，同业竞争的加剧，我国金融市场逐渐从卖方市场转变为买方市场，银行业的经营环境面临着深刻变革。在激烈的市场竞争环境中，中国银行业正在经历着“以产品为中心”向“以客户为中心”的变革，确立一种新型的以市场为主导、以客户为中心、以服务为宗旨、以赢利为目标的市场营销理念和营销体系势在必行，如何进一步树立现代市场营销理念，调整市场营销策略，完善市场营销体系，健全市场营销机制，已成为市场经济条件下国内商业银行的重大课题。 本文正是在上述基础上展开研究的，首先分析了我国银行业的市场营销环境，包括内外部竞争环境，及客户和科技环境状况；再接着分析了目前银行业实施市场营销的现状及难点，并在此基础上探讨了新型市场营销策略，提出了适应市场经济环境的换代营销，情感营销等新型营销策略，并举出实例进行求证。 关键词：银行；情感营销；换代营销 Abstract With the further opening of financial market, the rapid development of capital market and increased competition in the industry, Chinas financial market has gradually changed from a sellers to buyers market, and the environment of banking is facing profound change. In the fierce market competition, the banking of China is experiencing a product-centered to customer-centered transformation, the establishment of a new market-driven, customer-centered, service-oriented, Profit-oriented marketing philosophy and marketing system are imperative. How to further establish the concept of modern marketing, adjust the marketing strategy, improve the marketing system, and improve the market mechanism has become the major subject of domestic commercial banks under market economy. This paper is based on the above background. To begin with, we analyze the competition in the bank market, including internal and external competition, and customer and technological environment. And then we analyze the current situation and difficulties when the bank implements marketing. And we explore the new marketing strategy based on the above. Updating of marketing and emotional marketing strategy which adjust to market economy are raised and examples are given to demonstrate. Key words: Bank; Updating of marketing; Emotional marketing 目 录 1 绪论 1 TOC \o 1-3 \h \z \u HYPERLINK \l _Toc263872823 HYPERLINK \l _Toc263872824 1.1 研究背景及意义…………………………………………………………………... PAGEREF _Toc263872824 \h 1 HYPERLINK \l _Toc263872