齊魯銀行中間業(yè)務營銷策略研究.pdf

1、 論文題目：齊魯銀行中間業(yè)務營銷策略研究 專 業(yè)：工商管理 碩 士 生：李承潤 （簽名） 指導教師：王新紅 （簽名） 摘 要 在經濟自由化和放松金融管制的背景下，西方商業(yè)銀行逐漸將業(yè)務重心放在發(fā)展中間業(yè)務上。 經過二十多年的努力， 西方商業(yè)銀行中間業(yè)務規(guī)模不斷擴大， 涉及范圍廣泛，收

2、入增長迅速。反觀我國商業(yè)銀行，傳統(tǒng)的經營模式依舊占據主導地位，中間業(yè)務不僅規(guī)模小，品種少，而且技術含量低，收入占比不高。隨著金融體制改革的深入和社會經濟的發(fā)展對金融需求的推動，我國商業(yè)銀行也逐步認識到中間業(yè)務發(fā)展的重要性，并積極利用現(xiàn)有資金、技術、人才、信息等方面的優(yōu)勢發(fā)展各類中間業(yè)務，使我國商業(yè)銀行的中間業(yè)務有了明顯的進步，但與發(fā)達國家商業(yè)銀行相比，齊魯銀行的中間業(yè)務還存在較大的差距。 本文依據商業(yè)銀行中間業(yè)務營銷的相關理論，在明確了

3、齊魯銀行中間業(yè)務發(fā)展現(xiàn)狀和存在問題的基礎上，根據 SWOT 分析法對齊魯銀行中間業(yè)務的發(fā)展環(huán)境進行了分析，在梳理國外先進商業(yè)銀行中間業(yè)務營銷經驗的基礎上，針對性的提出了齊魯銀行中間業(yè)務營銷的實施對策。 通過研究得到以下結論。目前齊魯銀行中間業(yè)務營銷取得了一定成效，但是仍然存在中間業(yè)務產品種類單一且結構不合理等諸多問題。通過對齊魯銀行中間業(yè)務營銷發(fā)展環(huán)境的 SWOT 分析，發(fā)現(xiàn)其優(yōu)勢在于業(yè)務品種日漸豐富、收入不斷增加等；劣勢包括產品種類單

4、一且結構不合理、 客戶需求滿足度不高等； 機會在于濟南市經濟發(fā)展態(tài)勢較好，中小企業(yè)的發(fā)展?jié)摿Υ蟮?；威脅在于中間業(yè)務品牌不突出，網點覆蓋率較低，缺乏高素質人才等。西方發(fā)達國家商業(yè)銀行中間業(yè)務營銷的經營混業(yè)化、創(chuàng)新品種繁多、營銷策略多樣化、服務手段先進等措施值得齊魯銀行借鑒。因此，齊魯銀行應積極 積極拓展、升級中間業(yè)務營銷范圍，加大引入、推廣信息技術，轉變營銷觀念，培養(yǎng)專業(yè)營銷人才，完善中間業(yè)務營銷組織管理體系，加強中間業(yè)務營銷風險管理，合

5、理運用策略組合制定科學營銷規(guī)劃。 關 鍵 詞：齊魯銀行；中間業(yè)務；營銷策略 研究類型：專題研究Subject ：Research on Qilu Commercial Bank Intermediary Business Marketing Strategy Specialty ：Master of Business Administration Name ：Li Chengrun (Sig

6、nature) Instructor ：Wang Xinhong (Signature) ABSTRACT In the background of economic liberalization and financial deregulation, western commercial bank has gradually put their business

7、focus on intermediary business. With their effort during the past twenty years, the scale of intermediary business has been enlarged constantly, the scope has been lager involved, and their income has been quickly grown.

8、 The commercial banks in our country are just in the contrast. Traditional management model are still lead the way with small scale and few category. Those management models have a little technical needs and the proporti

9、on of income are relatively low. With the deepening of the reform of economic system, and the increasing demand for financial improvement by social economy, commercial banks has realized the importance to innovate the in

10、termediate business. They are trying to make full use of the advantage on capital, technical, talent, information in order to develop Intermediary businesses, which made a good beginning and improvement to the developmen

11、t of Intermediary businesses of commercial banks in our country. Based on the theory of commercial bank intermediary business marketing, the paper chooses the marketing of intermediate business of Qilu commercial bank a

12、s object, and makes a deep analysis on the status of the development about intermediate business to find the problem existed in the process of development. The paper makes sure of the mainly influence factors. With the a

13、nalysis of Qilu commercial bank intermediary business marketing development environment based on SWOT method, the paper puts out implement countermeasures. The paper gets the following main conclusions. First, at present

14、, Qilu commercial bank has achieved some results of intermediary business marketing, such as abundant varieties of business, rising incomes, and so on. However, there are some problems for intermediary business marketing