Lanzhou University of Finance and Economics. All
作者 | 胡萌 |
姓名汉语拼音 | hu meng |
学号 | 2017000011392 |
培养单位 | 兰州财经大学 |
电话 | 18796569797 |
电子邮件 | 317845947@qq.com |
入学年份 | 2017 |
学位类别 | 专业硕士 |
培养级别 | 硕士研究生 |
学科门类 | 管理学 |
一级学科名称 | 工商管理硕士(MBA) |
学科代码 | 1251 |
授予学位 | 管理学硕士 |
第一导师姓名 | 王学军 |
第一导师姓名汉语拼音 | wang 学jun |
第一导师单位 | 兰州财经大学 |
第一导师职称 | 教授 |
题名 | 中国光大银行营销危机防控问题研究 |
英文题名 | Research on Prevention and Control of Marketing Crisis of China Everbright Bank |
关键词 | 光大银行 营销危机 防控体系 |
外文关键词 | Everbright bank ; Marketing crisis ; Prevention and control |
摘要 | 21世纪是经济快速发展和互联网崛起的时代。银行业作为经济快速发展的成功案例之一,尤其引人注目,但银行业在发展的同时又不得不面临诸多的挑战,比如互联网经济的崛起让银行传统业务受到了极大的冲击,这迫使各大银行在传统业务的基础上必须根据市场业务的需求,进行企业战略规划和产品创新。无论战略规划还是产品创新都是为了更好营销创收,为了加强对创新产品的营销,因此各种各样的营销手段诞生了,这让营销环境更加复杂,使得银行业面临越来越多的营销风险。中国光大银行作为中国股份制银行代表之一,在银行存款业务、银行贷款业务、银行支付业务等方面,也因为复杂的金融大环境而受到了极大的冲击,所以中国光大银行亟待建立营销危机防控体系和保障体系,来保证银行良好的发展。 本文以中国光大银行国内营销业务为研究对象,深入地研究和分析了中国光大银行营销危机的防控问题。本文分析了中国光大银行现有营销业务中的危机成因及类型,应用调查法和文献研究法,明晰了中国光大银行目前所处的政治、经济、社会及技术环境,对中国光大银行目前的营销现状及营销危机防控问题现状进行了分析,提出了中国光大银行营销危机防控体系建设的指导性意见。经过分析发现,中国光大银行现有营销业务中存在较大的竞争压力、单一的产品类型、较狭窄的营销管道、匮乏的营销方案等突出问题。此外,对中国光大银行营销过程中潜在的危机进行识别,同时以建设营销危机防控体系作为目标,提出了营销危机防控体系建设策略和保障措施,确保所制定的营销危机防控策略能够避免营销危机对中国光大银行造成直接的或者间接的危害,充分发挥营销危机防控策略对提升中国光大银行市场营销竞争力应有的积极作用,同时对国内其他股份制商业银行也能够起到一定的借鉴意义。 |
英文摘要 | The 21st century is an era of rapid economic development and the rise of the Internet. As one of the successful cases of rapid economic development, the banking industry is particularly noticeable, but the banking industry must face many challenges as it develops. For example, the rise of the Internet economy has greatly impacted the traditional business of banks. Based on traditional businesses, major banks must carry out corporate strategic planning and product innovation based on market business needs. Both strategic planning and product innovation are for better marketing and revenue generation. In order to strengthen the marketing of innovative products, various marketing methods have been born, which has made the marketing environment more complicated and made the banking industry face more and more marketing risks.China everbright bank in China, was one of the joint-stock bank deposit business, the bank loan business, bank payments, etc., but also because of the complex financial environment and is heavily influenced by the impact, so China everbright bank to establish marketing crisis prevention and control system and security system, to ensure the good development of Banks. In this paper, China Everbright Bank domestic marketing business as the research object, in-depth study and analysis of China Everbright Bank Marketing Crisis Prevention and control system construction. This paper analyzes the China everbright bank existing in the marketing crisis causes and types, the method of investigation and literature research, clarify the China everbright bank is currently in the political, economic, social and technological environment, of China everbright bank current marketing present situation and the present situation of crisis prevention and control system are analyzed, and puts forward the China everbright bank marketing guidance for the construction of crisis prevention and control system.Through the analysis, we find that there are some outstanding problems in the existing marketing business of China Everbright Bank, such as the greater competitive pressure, the single product type, the narrower marketing channels and the lack of marketing programs. In addition, identify the potential crisis in the marketing process of China Everbright Bank, and take the construction of the marketing crisis prevention and control system as the goal, put forward the construction strategy and guarantee measures of the marketing crisis prevention and control system to ensure that the formulated marketing crisis prevention and control strategy can avoid the direct or indirect harm caused by the marketing crisis to China Everbright Bank, and give full play to the positive role of marketing crisis prevention and control strategy in enhancing the marketing competitiveness of China Everbright Bank, and at the same time, it can also play a reference role for other domestic joint-stock commercial banks. |
学位类型 | 硕士 |
答辩日期 | 2020 |
学位授予地点 | 甘肃省兰州市 |
页数 | 57 |
研究方向 | 营销管理 |
论文总页数 | 57 |
插图总数 | 0 |
插表总数 | 0 |
参考文献总数 | 0 |
馆藏号 | 0004002 |
保密级别 | 公开 |
中图分类号 | F203.9/782 |
文献类型 | 学位论文 |
条目标识符 | http://ir.lzufe.edu.cn/handle/39EH0E1M/30909 |
专题 | 兰州财经大学 |
作者单位 | 兰州财经大学-MBA中心 |
第一作者单位 | MBA教育中心 |
推荐引用方式 GB/T 7714 | 胡萌 . 中国光大银行营销危机防控问题研究 [D]. 甘肃省兰州市. 兰州财经大学,2020. |
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