I 目录 1绪论............................................................................................................................................1 1.1研究背景和意义..............................................................................................................1 1.1.1研究背景................................................................................................................1 1.1.2研究意义................................................................................................................2 1.2国内外研究现状..............................................................................................................2 1.2.1国外研究现状........................................................................................................2 1.2.2国内研究现状........................................................................................................3 1.2.3研究综述................................................................................................................4 1.3研究内容和方法..............................................................................................................4 1.3.1研究内容................................................................................................................4 1.3.2研究方法................................................................................................................5 1.4技术路线..........................................................................................................................5 1.5相关理论概述..................................................................................................................6 1.6银行信贷业务的含义......................................................................................................6 1.7市场营销相关理论..........................................................................................................7 1.7.1STP营销理论........................................................................................................7 1.7.24Ps营销理论.........................................................................................................8 1.7.3服务营销理论........................................................................................................9 1.8银行信贷业务营销相关概念..........................................................................................9 1.8.1银行信贷业务基本理论........................................................................................9 1.8.2银行信贷业务营销的特点..................................................................................10 1.8.3银行信贷营销方式创新趋势..............................................................................11 2ZX银行信贷业务营销现状....................................................................................................14 2.1ZX银行信贷业务概况..................................................................................................14 2.1.1ZX银行简介........................................................................................................14 2.1.2ZX银行信贷业务概况........................................................................................14 2.2ZX银行信贷业务营销现状..........................................................................................15 2.2.1业务主要营销模式..............................................................................................15 2.2.2信贷审批效率及资源配置情况..........................................................................17 2.3ZX银行及信贷业务营销存在问题..............................................................................17 2.3.1信贷业务市场营销理念较为落后......................................................................17 2.3.2信贷产品缺乏创新不足......................................................................................17 2.3.3缺乏专业的信贷营销团队..................................................................................18 西安理工大学工商管理硕士专业学位论文 II 2.3.4信贷营销渠道单一..............................................................................................19 2.3.5信贷市场细分不足..............................................................................................19 3ZX银行及信贷业务营销环境分析........................................................................................21 3.1宏观环境分析................................................................................................................21 3.1.1政治环境..............................................................................................................21 3.1.2经济环境..............................................................................................................21 3.1.3社会环境..............................................................................................................22 3.1.4技术环境..............................................................................................................22 3.2行业分析........................................................................................................................22 3.2.1替代品的威胁......................................................................................................22 3.2.2同业竞争者的竞争程度......................................................................................23 3.2.3潜在进入者威胁..................................................................................................24 3.2.4供应商和购买者的议价能力..............................................................................24 3.3SWOT分析....................................................................................................................24 3.3.1优势......................................................................................................................25 3.3.2劣势......................................................................................................................26 3.3.3机会......................................................................................................................27 3.3.4威胁......................................................................................................................28 4ZX银行及信贷业务营销策略................................................................................................29 4.1ZX银行信贷业务营销STP分析.................................................................................29 4.1.1市场细分..............................................................................................................29 4.1.2目标市场..............................................................................................................30 4.1.3市场定位..............................................................................................................31 4.2ZX银行信贷业务营销策略设计..................................................................................32 4.2.1产品策略..............................................................................................................32 4.2.2价格策略..............................................................................................................34 4.2.3促销策略..............................................................................................................34 4.2.4渠道策略..............................................................................................................36 4.2.5人员策略..............................................................................................................37 4.2.6过程策略..............................................................................................................38 5ZX银行信贷业务营销策略实施的保障措施........................................................................40 5.1组织保障............................................................................