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1摘要信息全球化的不断发展，营销环境不断的更新换代，加剧了市场经济发展的不确定性。随着营销环境的不断变化，传统的存贷款业务关系已不再适应我国银行业的发展态势。要想在经济飞速发展、竞争如此激烈的今天继续在同行业中保留一定的市场地位，就必须转变营销策略。营销的最终目标不再是仅仅满足某类群体或个人的需要，还必须要迎合市场发展的环境。产品质量是参与市场竞争的基础，取胜的关键已不再单纯凭借产品本身,企业的产品、价格、渠道等策略的制定都将是决定企业制胜的关键因素。在这种情况下,制定适合招商银行荆州分行发展的营销策略无疑将是企业在市场上制胜的法宝。可以说,未来招商银行市场竞争的主要形式将是企业营销策略的竞争,策略制定的恰当与否将成为影响企业在市场竞争中出奇制胜的关键。在此背景下，招商银行荆州分行实施和推进适合本行发展的营销策略显得尤为重要。本文从研究招商银行荆州分行的营销策略出发，在对招行荆州分行的企业管理思想和市场营销进行不断地讨论研究，及目前招商银行荆州分行在营销过程中存在问题及原因分析的基础上，运用SWOT、STP及4P理论对招商银行荆州分行进行分析。分析企业的营销环境，对本行进行市场细分，依据市场细分的结果找出为本行的目标市场，然后进行合理的市场定位，制定出适合本行发展的、具有企业特色的4P策略。最后，为了确保营销策略的顺利实施及营销问题的解决，给出了实施建议。本文在论述中注重理论分析与实证研究有机结合，具有一定的指导意义和较高的应用价值。对于提高招行荆州分行现代营销观念，制定有针对性的营销策略，提高人员素质，提升市场竞争能力具有重要的参考价值。【关键词】：招商银行；市场营销；4P策略【论文类型】应用研究2AbstractWiththedegreeunceasingenhancementofthemercerization,internationalization,uncertainty,increasingfactorsofinstability,thebankingofourcountrylong-termsurvivalofhigheconomicgrowth,whowanthighoncreditbusinessenvironmentgradually,thetraditionaldepositandloanbusinesstoseekbymeansofsurvivalisnolongeradaptingtothedevelopmentofcommercialbanks,commercialbanksinChina'stransitiontheurgentneedforthedevelopmentofstructure.Theultimateaimofmarketingistomaketheindividualsorgroupstosatisfythedesireanddemand.Exchangingisthecoreofmarketing;theexchangingprocesscanproceedsmoothly,dependsonmarketingtocreateproductsandisvaluetomeettheneedsofcustomersandtoexchangeprocessmanagementlevel.Inthispaper,theChinaMerchantsBankJiningbranchastheresearchobject,theuseofmodernenterprisemanagementtheoryandmarketingtheory,howtoenhancetheJiningbranchofChinaMerchantsBankmarketingability,enhancethecompetitivenessofenterprises,putforwardthedevelopmenttrendoftheindustryandenterprise'smarketingstrategy.First,weshouldusetheenvironmentfactor,SWOTanalysisofbankintermediarybusinessinChina'smacroenvironment,industrycompetitionsituation,onthecompany'sinternalconditions,advantages,disadvantages,opportunitiesandthreatsaredescribed,andthenusethemarketingmixtheory,developintermediarybusinessproductstrategy,pricestrategy,channelstrategy,promotionstrategy.Finally,inordertoensurethesmoothimplementationofmarketingsolutionsandproblemsofthemarketingstrategy,theimplementationoftherecommendations.Thisarticleinthediscussionisfocusingontheoreticalanalysisandempiricalresearchorganiccombinationwithcertainguidingsignificanceandhighvalue.IthasimportantreferencevaluetoimprovetheChinaMerchantsBankJiningbranchcooperativesmodernmarketingconcepttodeveloptargetedmarketingstrategiestoimprovethequalityofpersonnel,andenhancemarketcompetitiveness.【Keywords】ChinaMerchantsBank;MarketingStrategy;4P【Articletype】Appliedresearch1目录1导论....................................................................11.1研究背景..............................................................11.2研究意义及方法........................................................21.3研究内容及框架........................................................22理论综述................................................................52.1市场营销的概念........................................................52.2营销环境及SWOT分析...................................................52.2.1营销环境分析......................................................52.2.2SWOT分析方法.....................................................62.3STP分析..............................................................72.4市场营销组合理论......................................................73招商银行荆州分行营销现状及存在问题分析..................................83.1招商银行荆州分行介绍..................................................83.2招商银行荆州分行营销现状..............................................93.2.1招商银行荆州分行经营现状..........................................93.2.2招商银行荆州分行营销管理现状......................................93.3招商银行荆州分行营销管理中存在的问题.................................114招商银行荆州分行营销策略制定...........................................144.1招商银行荆州分行产品策略.............................................144.1.1产品优化组合策略.................................................144.1.2产品创新策略.....................................................174.2品牌策略.............................................................184.3服务策略.............................................................194.4价格策略.............................................................214.4.1差别定价策略.....................................................214.4.2综合定价策略.....................................................234.4.3竞争定价策略.....................................................244.5渠道策略.............................................................264.5.1渠道的选择.......................................................264.5.2丰富电子渠道.....................................................274.5.3扩大自助渠道.....................................................304.6促销策略.............................................................324.6.1广告促销.........................................................324.6.2人员推广.........................................................344.6.3公共关系.........................................................35致谢....................................................错误!未定义书签。参考文献............................