碩士 / 國立臺灣大學 / 臺大-復旦EMBA境外專班 / 102 / Recent years have witnessed great changes in the business environment of commercial banks. Economic restructuring, interest rate marketization, financial disintermediation have brought huge challenges to the traditional business mode, while stable economic growth, RMB internationalization, continuous progress in bank information construction indicate rich and bountiful opportunities. Against such background, it is urgent for commercial banks to take great advantage of their own strengths and grasp development opportunities to create value, while make up their weaknesses and avert threats, so as to succeed in the increasingly competitive environment.
This paper applies theory and methodologies in the field of commercial bank marketing to study the marketing strategy of Bank of Shanghai. Through detailed investigation of the marketing environment confronted by Bank of Shanghai, this paper figures out its target market position based on which the marketing strategy featured by product, price, place, promotion, people and process is formulated. Finally, this paper explores risk control as a guarantee of the marketing strategy. On the one hand, this paper will provide beneficial reference for Bank of Shanghai in its future development, and on the other hand, it will also act as guidance for other similar commercial banks engage in formulating marketing strategy.
| Identifer | oai:union.ndltd.org:TW/102NTU05457008 |
| Date | January 2013 |
| Creators | Yong-Hui Zhou, 周永輝 |
| Contributors | 黃崇興 |
| Source Sets | National Digital Library of Theses and Dissertations in Taiwan |
| Language | zh-TW |
| Detected Language | English |
| Type | 學位論文 ; thesis |
| Format | 41 |
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