【畢業(yè)論文】中國工商銀行浙江省分行福費(fèi)廷業(yè)務(wù)營銷策略研究

1、 工行浙江省分行福費(fèi)廷業(yè)務(wù)營銷策略研究I碩 士 學(xué) 位 論 文論文題目 論文題目 中國工商銀行浙江省分行福費(fèi)廷業(yè)務(wù)營銷策略研 中國工商銀行浙江省分行福費(fèi)廷業(yè)務(wù)營銷策略研究 摘 要福費(fèi)廷業(yè)務(wù)作為一項(xiàng)無追索權(quán)的金融產(chǎn)品，具有方便客戶、功能強(qiáng)大等特點(diǎn)，已經(jīng)成為國內(nèi)外銀行提升業(yè)務(wù)、爭奪市場的重要方式。福費(fèi)廷業(yè)務(wù)在我國經(jīng)過近幾年的發(fā)展，已經(jīng)初具規(guī)模，但同國外發(fā)達(dá)國家，尤其是

2、歐美國家相比，差距還很大。入世后，面對國外金融業(yè)的競爭，盡快提升福費(fèi)廷業(yè)務(wù)水平，已經(jīng)成為國內(nèi)銀行的當(dāng)務(wù)之急。本文以福費(fèi)廷業(yè)務(wù)的市場營銷管理為研究背景，綜合應(yīng)用“4P”和“SWOT”等理論，提出了較為系統(tǒng)的工行浙江省分行福費(fèi)廷業(yè)務(wù)的市場營銷策略。本文從工行浙江分行福費(fèi)廷業(yè)務(wù)發(fā)展中存在的問題展開分析研究，通過對影響福費(fèi)廷業(yè)務(wù)發(fā)展的宏觀環(huán)境、競爭環(huán)境分析找出工行浙江分行福費(fèi)廷業(yè)務(wù)的機(jī)遇與威脅，通過對內(nèi)部環(huán)境分析找出企業(yè)的優(yōu)勢和劣勢，運(yùn)用 SW

3、OT 分析方法進(jìn)行分析，確定其最優(yōu)戰(zhàn)略；通過福費(fèi)廷顧客的需求和行為特征進(jìn)行分析，將市場細(xì)分，根據(jù)目標(biāo)顧客，重點(diǎn)針對現(xiàn)階段適用工行浙江分行福費(fèi)廷業(yè)務(wù)的顧客細(xì)分市場，結(jié)合工行浙江分行的實(shí)際情況，進(jìn)行市場定位，最后制定出適合于工行浙江分行福費(fèi)廷業(yè)務(wù)市場營銷的產(chǎn)品、價(jià)格、渠道和促銷策略等，并提出以差別化服務(wù)營銷策略來應(yīng)對激烈的市場競爭。希望本文提出的營銷策略建議，會對工行浙江分行福費(fèi)廷業(yè)務(wù)的開展帶來一定的參考價(jià)值和促進(jìn)意義。工行浙江省分行福費(fèi)廷

4、業(yè)務(wù)營銷策略研究IIIAbstract AbstractAs a without recourse financial product, the forfaiting has the characteristics of convenience for customers, strong business creativity ability, etc. It has already become an important way fo

5、r domestic and abroad banks to improve their services level and win their competition in the market.After rapidly development in near twenty years, the forfaiting in China has already grown up. But comparing with the abr

6、oad advanced forfaiting companies, especially the companies in Europe and North America, local banks are still far away behind them in this field. It is urgently for domestic banks which are facing the competition of abr

7、oad competitors after china’s entrance into WTO to develop forfaiting. This essay will study the background of the forfaiting’s marketing management of the ICBC Zhejiang Branch based on the theory of 4P and SWOT, etc. An

8、d it will make analysis to the marketing strategy of ICBC Zhejiang Branch’s forfeiting.Firstly, the problems in forfaiting development of ICBC Zhejiang Branch will be studied. Secondly, it will analysis the opportunities

9、 and threats of forfaiting in the macroeconomic and competition environments. And it will discuss the strengths and weaknesses of ICBC Zhejiang Branch for developing forfaiting .Then, along with the SWOT analysis it will

10、 find the market target of forfaiting. Finally, for it will make a strategy adapt to the products, production price, place and promotion of ICBC Zhejiang Branch’s forfeiting.I wish the suggestions of marketing strategy i