文档介绍：合肥工业大学
硕士学位论文
N银行安徽分行外汇业务营销策略研究
姓名:娄斌
申请学位级别:硕士
专业:工商管理
指导教师:姚晓芳
2011-04
N 银行安徽分行外汇业务营销策略研究
摘要
在经济日益全球化的今天,在安徽作为中部省份承接沿海地区产业转移的
排头兵的大背景下,安徽的外汇业务迎来了前所未有的发展机遇,这对于 N 银
行安徽省分行的外汇业务来说也是一个难得的发展契机。
本文从理论研究入手,简要地介绍了西方商业银行市场营销发展的历程和
营销理论的演变过程;接着分析了 N 银行外汇业务市场营销的现状及存在的问
题;然后运用 SWOT 分析法,对 N 银行外汇业务经营的环境进行了全面的分析,
指出 N 银行进行外汇业务市场营销管理存在的优势、劣势,以及面临的机遇和
挑战;最后结合 N 银行自身的情况和安徽省外贸企业金融需求情况,有针对性
地提出了提升 N 银行外汇业务营销管理的若干策略和对策建议。
关键词:银行;安徽;外汇业务;营销策略
Research on Foreign Exchange Business
Marketing Strategies of Bank N Anhui Branch
ABSTRACT
Nowadays, with the globalization of world economy and under the background
that Anhui carries on the transfer of the industry from coastal areas to middle
provinces, foreign exchange business in Anhui is facing unprecedented opportunity
to develop, which is also a valuable opportunity for the development of foreign
exchange business in Bank N Anhui Branch.
Starting with theoretical studies, the paper first gives a brief introduction to
the course of the development in the marketing of mercial banks and to
the evolution of the marketing theory; and then the paper analyzes the marketing
situation and existing problems of foreign exchange business in Bank N; and then
through the method of SWOT, the paper conducts prehensive analysis of the
environment for foreign exchange business in Bank N and points out that Bank N
has its own strengths and weaknesses in the management of foreign exchange
business marketing and that it faces both the opportunities and the challenges; At
last, considering Bank N itself and the financial needs of export enterprises in
Anhui , the paper puts forward some targeted strategies and countermeasures to
improve the marketing management of foreign exchange business in Bank N.
Keywords: bank; Anhui; foreign exchange business; marketing strategies
图表清单
图 1-1:论文结构图....................................2
图 4-1: SWOT 分析法示意图.............................