本科论文摘 要在全球金融市场化越来越明显的趋势下，利率市场化使银行的盈利空间逐渐缩小，中国工商银行要想在目前严峻的经济形势下立足发展，就不得不考虑营销模式的转型。本文以中国工商银行营销模式转型为研究主题，首先分析了中国工商银行现状及战略环境，运用 SWOT 分析法，分析了中国工商银行战略转型的必要性和必然性，通过对中国工商银行基层网点的经营现状及其转型动力的分析，得出了战略转型的核心在于经营模式的转变，即通过对客户结构、业务结构和组织结构的调整，改善中国工商银行的收入结构和利润结构，不断提高资产质量，提升盈利水平，最终实现由“利润最大化”向“价值最大化”经营宗旨的转变。对于营销机制转型，提出“以客户为中心”的营销体系建设思路，本文从实践操作的环节丰富了中国工商银行营销模式转型的具体内容。关键字：中国工商银行，营销模式，基层网点本科论文AbstractUnder the increasingly obvious trend of global financial marketization, interest rate marketization has gradually reduced the profit space of Banks. If ICBC wants to base itself on development under the current severe economic situation, it has to consider the transformation of marketing mode. Based on the transformation of the industrial and commercial bank of China marketing model as the research subject, analyzes the present situation of the industrial and commercial bank of China and the strategic environment, SWOT analysis, analyses the stateowned industrial and commercial bank of China, the necessity of strategic transformation and necessity, through the transformation of the industrial and commercial bank of China and the present situation of management of basic particle dynamics analysis, it is concluded that the core of the strategic transformation is the transformation of business model, namely, through to the customer structure, business structure and organizational structure adjustment, improve the income structure and profit structure of the industrial and commerc...
