上海銀行行銷戰略研究

Abstract

近年來我國商業銀行的經營環境發生了巨大的變化，經濟結構調整、利率市場化、金融脫媒化的不斷推進都給銀行的傳統經營方式帶來了巨大的挑戰，而我國經濟的持續增長、人民幣國際化、銀行資訊化水準的不斷提高又預示著未來蘊含著豐富的機遇。如何運用優勢機會抓住機遇創造價值，改變劣勢威脅規避風險，在日益激烈的競爭環境中制勝是我國股份制商業銀行迫切需要面對和解決的一個問題。 本文運用商業銀行行銷的理論和方法，全面研究了上海銀行行銷戰略的制定和實施。通過對上海銀行所處行銷環境的詳細分析，尋找到上海銀行的目標市場定位，在此基礎上，從產品、價格、管道、促銷、人員和過程六個維度全面制定了上海銀行的行銷戰略，最後從風險控制的角度探討了行銷戰略實施的保障措施。一方面，本研究將對上海銀行今後的發展起到一定的啟示作用，另一方面，也將為其它類似商業銀行制定行銷戰略提供一定的借鑒。

Recent years have witnessed great changes in the business environment of commercial banks. Economic restructuring, interest rate marketization, financial disintermediation have brought huge challenges to the traditional business mode, while stable economic growth, RMB internationalization, continuous progress in bank information construction indicate rich and bountiful opportunities. Against such background, it is urgent for commercial banks to take great advantage of their own strengths and grasp development opportunities to create value, while make up their weaknesses and avert threats, so as to succeed in the increasingly competitive environment. This paper applies theory and methodologies in the field of commercial bank marketing to study the marketing strategy of Bank of Shanghai. Through detailed investigation of the marketing environment confronted by Bank of Shanghai, this paper figures out its target market position based on which the marketing strategy featured by product, price, place, promotion, people and process is formulated. Finally, this paper explores risk control as a guarantee of the marketing strategy. On the one hand, this paper will provide beneficial reference for Bank of Shanghai in its future development, and on the other hand, it will also act as guidance for other similar commercial banks engage in formulating marketing strategy.