本文在股份制商业银行整体金融背景和企业投资意愿萎缩、银行界对优质资源
争夺激烈的现状下,以华夏银行沈阳分行为例,分别从其所处的政策环境、区域环
境、行业竞争环境出发,对其营销现状和存在的问题进行分析和归纳,梳理了影响
营销的若干因素和问题,并设计了有针对性的问卷,对本行员工和客户等百余位不
同群体的受访者历时三周进行了问卷调查,通过收回的有效问卷,分别从基本数据、
整体情况、主要特点方面进行了分析,得出了华夏银行沈阳分行在营销管理中存在
产品策略不科学、价格策略僵化、分销策略单一、促销策略缺乏特色和机构设置重
管理轻经营等主要结论,并在文献研究和相关学术研究成果的基础上,对上述结论
提出通过市场定位、目标市场的选择、产品创新、组合和改进、成本和需求定价、
营销渠道的多元化、全员营销、人员和服务促销、广告及机构改进等策略来改善其
营销现状和解决现有问题,最后在此基础上,提出了从加强营销队伍建设、客户关
系管理、风险管控、素质培训和营销文化建设等多项建议和措施来保障改善营销策
略的实施。
本文旨在进一步探索和优化适合股份制商业银行发展的营销策略思路,为股份
制商业银行树立良好品牌形象、抢占市场,在机遇和挑战中提升银行的核心竞争能
力,实现股份制银行可持续发展献计献策;研究所得的结论将对我国股份制商业银
行和城市商业银行,或是国有商业银行的营销和管理,都将起到一定的借鉴意义。
关键词:股份制银行;金融背景;营销环境;营销策略;
Abstract
With the ever-changing global financial environment and industry competition
intensifies, the international financial crisis is spreading sexual trend. China&39;s economic
growth is also affected by the financial and environmental impact of slowing the
momentum. Domestic banks, especially joint-stock commercial banks are facing
unprecedented challenges and pressures. The economic environment in the context of
living in a joint-stock commercial banks, in order to achieve sustained, healthy and stable
development, it must improve its marketing strategy through to seize market share,
enhance their core competitiveness, respond to the changing needs of the market and
guiding.
In this paper, joint-stock commercial banks&39; overall financial background and
business investment will shrink the banking sector fierce competition for high-quality
resources under the status quo, to the Shenyang Branch of Huaxia Bank, for example,
separately from the policy environment in which the regional environment, the industry
competitive environment departure, marketing of its current situation and existing
problems are analyzed and summarized, carding a number of factors affecting the
marketing and problems, and to design a targeted questionnaire, for our employees and
customers more than a hundred different groups of respondents lasted three weeks
conducted a survey through questionnaires collected, respectively, from the basic data, the
overall situation, the main characteristic aspects of the analysis, obtained Shenyang
Branch of Huaxia Bank in the marketing strategy of scientific management in the product,
pricing strategy rigid, single distribution strategy,promotion strategy and institutional
lack of features light weight management operations such as setting the main conclusions,
and in the relevant academic literature and research results, based on the above
conclusions through market positioning, target market selection, product innovation,
portfolio and improvement costs and demand pricing, marketing channels diversify full
marketing, personnel and services, promotions, advertising and other institutions to
improve their marketing strategies to improve the existing situation and solve the problem,
the last on this basis, we propose to strengthen the marketing team from the construction,
customer relationship management, risk management and control, the quality of training
and marketing culture building a number of recommendations and measures to protect and
improve the implementation of marketing strategies.
This article aims to further explore and optimized for the development of joint-stock
commercial bank marketing strategy ideas for joint-stock commercial banks to establish a
good brand image, to seize market opportunities and challenges in upgrading the bank&39;s
core competitiveness and achieve sustainable development of joint-stock banks
brainstorming; The study concluded regardless of the country or the city commercial
banks, joint-stock commercial banks, as well as marketing and management of
state-owned banks, has a certain significance to promote.
Keywords: joint-stock banks; financial background; marketing environment;
marketing strategy
1绪论
1.1研究背景和研究意义
1.1.1研究背景
随着全球金融环境的不断变化和行业竞争的加剧,国际金融危机呈现蔓延性趋
势。我国的经济增长势头也受到金融环境的影响而势头放缓,国内银行,特别是股
份制商业银行面临的挑战和压力空前剧增。身处如此宏观环境背景下的股份制商业
银行,要想取得持续、健康、稳定的发展,就必须通过完善自身市场营销策略来抢
占市场份额,提升自身核心竞争能力,应对不断变化的市场导向和需求,实现商业
银行的可持续发展。
华夏银行作为金融体制改革的产物,是我国改革幵放过程中最早成立的新兴商
业银行之一。1992年华夏银行作为中国第一家由工业企业开办的商业银行在北京成
立,并于1995年实行了股份制的改造,成为了一家全国性的股份制商业银行。2003
年,华夏银行公开发行股票,成为了全国第五家上市股份制商业银行。2005年华夏
银行引进了战略投资者,与德意志银行签署了全面长期战略合作协议,这一创举为
提高华夏银行的经营管理能力和国际化水平带来了新的契机。经过二十年的发展华
夏银行已经建设成为一家全国性股份制商业银行,华夏银行沈阳分行作为一家华夏
银行的省级分行自1999年成立至今,也已经历了十三年的发展。沈阳分行坚持“以
客户为中心,以市场为导向,大力开拓公司、个人、同业金融市场,为客户提供丰
富的金融产品和个性化的金融服务。在服务客户、奉献社会的同时,在广大客户的
大力支持下,沈阳分行自身也得到较快发展,截至2012年10月末,沈阳分行设有
两家二级分行和11家支行,10个自助营业厅。华夏银行沈阳分行作为经人民银行沈
阳分行批准的东北地区融资代理行,为东北地区的金融同业进行融资代理服务,具
体开展同业拆借、债券回购、债券分销及公交IC卡转帐充值等业务,为振兴东北老
工业基地做出了应有的贡献。2011年度,在区域七家股份制银行中,华夏银行沈阳
分行连续四个季度存款增速和绝对增量均排名前2名之内。在2011年沈阳金融商贸
开发区获准开展国家级优化金融生态综合试验,面临着如此竞争与机遇并存的发展
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