Research On Marketing Problems Analysis And Solutions For Dalian Branch Of Yingkou Bank

After several years of development, Dalian Branch of Yingkou Bank currently has a certain influence on the market, occupy a certain market share. But with the decline in global economic conditions, market interest rates continue to push forward the process of financial disintermediation accelerates competition among peers and more intense, Dalian Branch of Bank of Yingkou marketing also put forward higher requirements. How to effectively carry out marketing efforts to promote rapid development of branch has become a problem to be solved.This paper is divided into six chapters. The first chapter introduces the research background and significance, introduces home and abroad on the present research. The second chapter combines marketing theory, the status of Dalian Branch of Yingkou Bank conducted a marketing objective description and analysis, pointing out the problems and shortcomings of current marketing Dalian Branch of Yingkou Bank exists. The third chapter analyzes the external environment from a macro perspective Dalian Branch of Bank of Yingkou, designed to identify problems and deficiencies Dalian Branch of Yingkou Bank of the external environment in which exist. Chapter IV uses "4P" theory, combineed the second and third chapters Dalian Branch of Yingkou Bank deficiencies exist, gives the corresponding improvement of marketing strategy. The fifth chapter is determined in accordance with Chapter IV of the marketing strategy, given the appropriate implementation of the recommendations. The sixth chapter is the conclusion and outlook.The main work is as follows:(1) Identify the problems and shortcomings of Dalian Branch of Yingkou Bank exist at the micro level from marketing positioning, marketing strategy, marketing strategy, marketing, personnel and other management aspects.(2) Solve the Dalian Branch of Yingkou Bank Marketing existing problems, given the targeted improvement strategies.(3) Combine the developed marketing strategy, from marketing mechanisms, incentives, risk control, information systems improve, the cultural construction gives the specific implementation of the recommendations.The main innovation in this paper is as follows:(1) Present the nature of the enterprise, firm size, the size of the contribution value as market segmentation based on Dalian Branch of Yingkou Bank of the marketing market segments, changing the past Dalian Branch of Yingkou Bank disadvantages of the lack of market segmentation, positioning is too broad operation.(2) Present the risk-free interest rates, loan costs, risk costs, capital costs, the applicant proposed investment projects expected benefits, pricing and decision-making model of bank loans and other factors that constitute the target rate of return as Dalian Branch of Yingkou Bank loan pricing basis to make up for past pricing mechanism is too arbitrary, artificial.(3) Make the risk-adjusted return on capital by the inclusion of Dalian Branch of Yingkou Bank assessment and incentive system, built Dalian Branch of Yingkou Bank assessment and incentive system, changing the Dalian Branch of Yingkou Bank of existing evaluation system can not distinguish between the various assets of the degree of difference deficiencies.