商业银行在区域经济发展中的价值最大化.doc

摘  要

改革开放近三十年里，我国国民经济总量实现了持续、快速、稳定增长。人民生活水平不断提高。国民经济发展的巨大能量源源不断释放出来。但是，在沸沸扬扬的经济发展背后还有令人较为深思的问题。按照区域经济最高层次的空间划分确定的我国东、中、西部三大地域中，中部六省晋、豫、皖、鄂、湘、赣的经济总量在国民经济总量中所占的比重持续下降，成为全国经济发展的制肘点。原因多种多样，甚为复杂。其中，银行体系没有完全发挥重要媒介功能是一个重要因素。
金融是现代经济发展的核心。银行是金融体系的重要组成部分。作为金融媒介的银行通过吸收公众存款、有偿提供给需要资金的企业进行投资、生产或者个人消费者进行消费来推动和促进经济发展，既是企业融资的重要渠道，也是居民消费者个人实现信贷消费的首选途径。商业银行即扮演着这样一种角色。在“中部崛起”的国家梯度经济发展规划的实施过程中，四大行一方面为其经济发展提供了急需的资金，促进了区域经济的繁荣，另一方面却作为从旧体制下衍生出来的金融媒介，垄断地位仍未消除，在经营中表现出来各种很不尽如人意的现象。从营销角度来讲，主要集中在以下几方面。一是在产品营销策略中，国有商业银行存在营销观念落后、行动较为单一、产品创新较少且创新过程中缺乏系统性、即时性和前瞻性；二是在价格营销方面，商业银行存在着价格营销策略的盲点，一方面由于欠发达地区的区域经济特征决定的经济发展落后的现实使银行失去发展的动力，各银行普遍惜贷于普通中小企业，另一方面面对着在国家和地方产业政策扶持内的中小企业又大打“价格战”进行优贷，造成银行内部实际利润的提升空间狭小，兼之忽视中间业务的开展，价格营销策略弱化；三是在促销或分销策略过程中，随着原来四大国有商业银行上市的战略目标逐步实现，除了中国农业银行进行上市前的资源整合外，其他三大银行通过撤、并、转、合，已经基本收缩了中部欠发达地区的经营网点，剩下农业银行在经营过程中，由于历史的、传统的经营思维还未完全转变，促销方式表现出来还处于停留在被动等待顾客上门的阶段。更先进的促销策略尚待在银行系统内部引入及推广。四是在关系营销策略方面，银行与客户、企业之间的关系仍然是银行以“自我价值”为主，处在营销理论发展的第二个以“产品为本”的阶段，即“我能为客户做什么”的阶段，这距离真正的“以人为本”的“客户要我做什么”的高级营销阶段还相差甚远。至于与同业之间的关系营销更多地是强调竞争、忽视合作，造成同业内部的资源浪费。文章通过对上面所提及的目前存在于中部欠发达地区四大国有商业银行内部营销策略方面的这些问题的分析，认为要实现银行价值最大化，必须针对地域特征改变以往的营销观念，进行营销策略的组合。在产品营销策略中重视产品的创新特征，在价格营销策略中重视中小企业的信贷需求及中间业务的开展，在促销及分销策略中要重视各种促销渠道的不同作用，通过组合使各种渠道同时发挥功能，在公共关系营销中注重与客户之间、与社会之间、与同业之间的互动双赢。银行业的发展对于促进中部欠发达地区经济发展具有十分重要的意义，欠发达地区在“中部崛起”的战略中需要通过银行的支持来把握机遇，转变产业结构，拓宽经济发展渠道，最终实现银行与地方经济的共同发展。

关键词：中部欠发达地区；银行营销；营销策略

MARKETING  STRATEGY  OF  COMMERCIAL  BANK
 IN   UNDEVELOPED  CENTRAL  REGION 
ANALYSIS

ABSTRACT

In the reform and open policy nearly 30 years，our national economy has been realized fast，stable growth continually，the persons living level unceasingly enhanced．The national economy development huge energy continuously releases．but，also has sone questions which we should thinks deeply behind the prosperous economic development.according to the divide of disteict economy,the three greatest district，east，central，west，the economic total amount of six provinces of central part，shanxi，henan，anhui，hubei，hunan，jianxi，have descends continously．The reason is varied，even complicated．It is an important factor that the bank systens have no complete exertive important medium function．
Finance is the core of the modern economic．Bank plays an important role in the financial systems．As a the financial medium，it pushes and promotes the economic development by absorbing the public savings and providing loan tu the business enterprises which need funds tu carry on the invesment and produce，personal consumer carries on the consumption．Its not lnly the import ourlet of the business enterprise margin，also the superior choice for the residents who inclining to loaning consumption．Four big and state-owned commercial banks play thus a kind of role namely．In an economy of national steps of “central part rising”，on ond hand，four major banks provide the funds to the regions where its economics need them urgently to promoting the prosperity of the district economy，and the other，being from the old system，the monopolize had not been removed yet，various bad phenomenon expressed out in the management，which should be overcome．The state-owned commercial bank exists the the marketing idea to fall behind，the activity behavior boring，product creative less，lacking the system，instant and prospects in the creative process．As bank marketing a example，mainly be concentrate in following several aspects．
First，in the product marketing strategy，The state-owned commercial bank exists the marketing idea to fall behind，the activity behavior boring，financial innovation less，lacking the system，instant and prospects in the creative process．
Second，in the price marketing aspect，four big and state-owned commercial banks exist the blind spot of the price marketing strategy，On the one hand，losing the motive of the development because of the district economic characteristic，each bank has not make a loan to small business enterprise in commonness，on the other hand，facing to the small business enterprises by supported with the industry policy，“price war”is carried on in the bank industry in order to the excellent loan greatly，leading to narrowness profits bank can be only．And neglecting the middleman business，the price marketing strategy weaken．
Third，in promote sales or retail the strategy process，along with the strategic target that four big and state-owned commercial banks appear on the capital market carry out gradually，the conduct net in the central undeveloped district constringency．Only have the agriculture bank continues to integrate the resources．From the traditional management thinking，the promote sales strategy still be a stage waiting for the customer come，the more advanced promotion strategy be led to go into and expanding in the bank system inner part is in the decision．
Fourth，in relation of the marketing strategy aspect，the relation between bank and customer，business enterprise still is a stage which bank regards “ego value” as principle，is in the second of the marketing theories develop which the product is originally of stage，namely the stage of “what can I do for the customer”．This extensions the deluxe stage of the marketing from“the customer wants that I do what”to“make people the center”．With the relation marketing between same profession，we should to be emphasized the competition and neglect the cooperation，resulting in the waste of resources of the same profession inner part．By analysising to the marketing strategy problems currently to exist the undeveloped region in the central part four big and state-owned commercial banks，the article get a conclusion，in order to have a maximize value，the bank should change the former marketing idea to the region characteristic，carrying on the combination of the marketing strategy．Creative characteristic of the value product should be played an important role in the product marketing strategy．In the price marketing strategy，the loan the small business enterprise and the middleman businesses should be emphasized on．To various different function of the  promote sales and retail strategy，through a combination win with interactive double between same profession paying attention to in the public relations marketing and the customer's，with society of．The development of the banking for promote the central undeveloped region have the very important meaning．The undeveloped region must grasp an opportunity in the strategy of“The Central Part Rising”by the support from the bank，changing the industrial structure，opening widely the economy development outlet, carrying out common development of the bank and the place economy in the end．

KEY WORDS：the middle undeveloped region；bank marketing；marketing strateg
 
 
目  录

第1章  现代商业银行与市场营销……………………………………………………… 1
1.1 商业银行营销……………………………………………………………………………1
       1.1.1  关于市场营销…………………………………………………………………1
1.1.2 银行营销…………………………………………………………………………1
1.2 商业银行营销发展的历史…………………………………………………………4
1.2.1 国外商业银行的营销历史、发展和现状……………………………5
1.2.2 我国商业银行的营销历史发展脉络……………………………………6
第2章  中部欠发达地区商业银行现状……………………………………………… 9
2.1 中部欠发达地区界定……………………………………………………………… 9
2.1.1 中部欠发达地区区域范围界定………………………………………… 9
2.1.2 中部欠发达地区区域特征 ……………………………………………… 9
2.2 中部欠发达地区商业银行运行现状 ………………………………………10
2.2.1 银行机构的分布情况……………………………………………………… 10
2.2.2 银行营销的市场环境及营销现状 ……………………………………11
第3章  中部欠发达地区商业银行营销中存在的问题…………………… 13
 3.1 产品营销中存在的问题…………………………………………………………13
3.1.1 对营销观念认识不一、行为有偏差……………………………………13
3.1.2 产品创新品种单一、规模较小………………………………………… 13
3.2 价格营销中存在的问题………………………………………………………… 14
3.2.1 贷款利率水平相对较高，且分化明显………………………………15
3.2.2 利率管理机制不到位……………………………………………………… 15
3.3 分销、促销中存在的问题…………………………………………………………16
3.3.1 对金融产品需求多元化的分销策略不足 …………………………16
3.3.2 消费者消费动机不同的应对策略不到位 …………………………16
3.3.3 营业推广中存在的问题……………………………………………………16
3.4 公共关系营销中存在的问题……………………………………………………17
3.4.1 银行与客户的公共关系……………………………………………………18
3.4.2 银行与社会的公共关系……………………………………………………18
 
3.4.3 银行与同业公共关系……………………………………………………… 18
第4章  提升中部欠发达地区银行营销策略方面的建议…………………19
4.1 产品营销策略改革………………………………………………………………… 19
4.1.1 深化营销观念………………………………………………………………… 19
4.1.2 探求产品创新………………………………………………………………… 19
4.2 价格营销策略方面的建议……………………………………………………… 20
4.2.1 利用区位优势制定价格策略…………………………………………… 21
4.2.2 进行中间业务营销价格策略组合……………………………………21
4.3 分销、促销策略的改进……………………………………………………… 22
4.3.1 改进营业推广中存在的问题…………………………………………22
4.3.2 组织人员开展多元化的分销…………………………………………22
4.4 提升公共关系营销策略………………………………………………………23
4.4.1 提升银行与客户之间公共关系营销策略的建议…………  23
4.4.2 提升银行与社会公共关系的营销策略建议………………… 23
4.4.3 提升银行与同业之间公共关系的营销策略建议………… 24
结束语…………………………………………………………………………………………………25
参考文献………………………………………………………………………………………………26
致 谢……………………………………………………………………………………………………28