中国民生银行宁波分行营销策略探析

随着入世后金融业全面开发以及金融改革步伐加快，我国商业银行面临着重大的机遇和挑战。中国民生银行作为我国首家主要由非公有制企业入股的全国性股份制商业银行，必须找到更新更有效的营销策略，以适应日趋激烈的国内金融市场竞争。
本文从介绍银行营销的涵义及特点开始，结合中国民生银行具体情况，再在宁波地区经济环境和行业环境分析的基础上，总结出中国民生银行宁波分行发展业务的主要目标客户。通过SWOT分析方法，分析了中国民生银行宁波分行业务市场竞争内部优势、劣势及外部机遇、威胁，并从金融产品、价格、渠道、促销等方面对如何完善该行的市场营销策略进行了探讨。
关键词：民生银行；银行营销；营销策略

Research on marketing strategy of The Bank of Minsheng Bank Ningbo Branch
Abstract: With the full-- scale development of the banking business after WTO accession, and the accelerated pace of banking reform, commercial banks in China are facing significant opportunities and challenges. As the first national joint-stock commercial bank primarily held by non-public-owned enterprises, China Minsheng Banking Corporation (CMBC)has to find newer and more effective marketing strategies to meet the increasingly fierce competition in domestic financial markets.
This thesis firstly describes the concept and characteristics of bank marketing, and then summarizes the major target customers of Ningbo Branch of CMBC, based on the specific situation of CMBC, and the analysis of the economic environment and industry environment of Ningbo.  Through SWOT analysis, it analyzes Ningbo Branch of CMBC internal advantages, disadvantages and external opportunities, threats in market competition, and discusses how to improve the marketing strategies of CMBC from the financial products, price, channel, promotion and other aspects .
Key　words：China Minsheng Banking corporation(CMBC); Bank Marketing; Marketing Strategies

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