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1、哈尔滨工业大学高级管理人员工商管理硕士学位论文AbstractAsChinadevelopedfinancingmarket,therewasagradualreforminthefinancingsystem,andthebanksystemwasalsoenhancedbythereform.State-ownedcommercialbanks,joint-stockcommercialbanksandotherformsofbanksenterthefinancingmarketonebyone,whichmakestheba
2、nkindustryfarmorecompetitivethanbefore.Forexample,lotsofjoint-stockcommercialbankslikeCITICBank,ChinaMerchantsBankandHangSengBankaregoingthroughanunprecedentedrivalsituation.Forthecompanythattheauthorworksin,HarbinBranchofChinaCITICBankisaimingatmaintainthemarketsharea
3、ndlookingforacontinueddevelopment,soitisreallynecessarytoadoptsomereformandmarketingstrategytoreachthegoal.Thispaperincluding5parts,thefirstpartisintroduction,whichgivesthepaperreviewandthebackgroundofmarketingstrategyinbankingindustry.Thesecondpartdescribesthemarketpo
4、sitioningandmarketingenvironmentofHarbinBranchofChinaCITICBank.Inthispart,IanalyzetheMacroenvironmentfirst;examinetheentrants,substitutesandbargainingabilityofbothsuppliersandbuyers,andthenIuseSWOTanalyzethemarketenvironment.Thethirdpartdiscussestheproblemincurrentmark
5、etingstrategy.Inthispart,authoranalyzetheexistingproblemfromtheangleof4Pstheoryandstrategymanagement,andfurthergeneralizethecausingfactors.TheforthpartmainlycomeupwithasetofmarketingstrategiesforHarbinBranchofChinaCITICBank,andposesomerecommendationforthefuturedevelopm
6、ent.Keywords:Bankingmarketing,marketingstrategic,marketingmanagement-II-哈尔滨工业大学高级管理人员工商管理硕士学位论文目录摘要.................................................................................................................................I
Abstract...............................
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第1章绪论...................................................................................................................1
1.1分析的问题与背景..........................................
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1.1.1分析背景.......................................................
