银行营业网点营销传播系统的建设

The Construction of Marketing and Propagation System of Bank's Business Outlets

网点营销传播系统是银行网点服务的有机组成部分,在网点营销宣传过程中发挥着传播产品信息、创造销售氛围和提升企业形象三大功能。工商银行宁波市分行借助自身的经营和区位优势,在推进网点营销传播系统建设上已取得良好成绩,同时也面临系统应用中存在的诸多瓶颈。基于此,本文结合银行网点功能定位、业务分区、不同客户群体需求差异等现实情况,提出以下改进网点营销传播系统、有机整合各类品牌传播渠道的策略建议:建立高效的运行管理机制;加强传播内容与设计管理;注重传播载体的配置与应用。

Marketing and propaganda system is an integrated part of bank＇s outlet service, which exerts three important functions in the process of marketing and propagation： spreading product information, creating nice marketing atmosphere and improving bank＇s image. By using its operation and location advantages, ICBC Ningbo Branch has obtained significant achievements in establishing outlet＇s marketing and propagation system. At the same time, ICBC Ningbo Branch also faces many bottlenecks in the application. Combing the function positioning of bank＇ s outlets, business area division and demand diversity among different customer groups, the paper puts forward the following suggestions to ameliorate marketing and propagation system and integrate various brand propagation channels： establishing an efficient operation and management mechanism, strengthening the management on the contents and design of propagation, and paying attention to the allocation and application of various propagation carriers.