MBA教育中心知识库

随着经济社会的快速发展进入到知识经济阶段，传统的企业管理模式和管理观念越来越不能控制和解释部分企业的兴衰，知识管理逐渐成为这个时代组织生存与发展实现跃迁的重要能力之一。商业银行作为现代金融架构的主体，提升营销能力对于提升商业银行核心竞争力至关重要。信息技术的快速发展对人们的生活方式和消费行为有着巨大影响，网络金融的出现给商业银行的发展带来巨大挑战。同时，商业银行属于高度集中的知识型行业，如何通过知识管理来解决商业银行营销能力提升的难题是当前研究的重点。兰州银行作为西北规模最大的地方性城商行，面对诸多压力，营销能力的提升显得更加迫切。

为了保证本研究的科学性与严谨性，本文做了大量的基础性研究工作，首先对商业银行营销能力提升的研究背景进行介绍；其次，对已有研究进行回顾，以寻求理论支撑；再次，对兰州银行知识转移和营销能力提升的现状从营销探索和营销开发两个方面给予总结。在此基础上，对商业银行知识转移与营销能力提升的影响机理进行剖析，引入营销探索和营销开发作为营销能力提升的衡量指标，引入知识的吸收、外化、整合、内化作为知识转移的衡量指标，构建知识转移和营销能力提升的关系模型，并对营销能力方面存在的问题和原因进行了梳理，进一步以积极主动的知识管理为抓手，从市场感知、知识提炼、策略改进、市场学习、知识更新、策略重构六个方面提出促进兰州银行营销能力提升的对策以及相关保障措施；最后本文针对研究的创新与不足做出相应的解答与回应，并对未来的研究方向给出自己的见解，以期为后续研究提供思路。

本文从知识转移的角度研究兰州银行营销能力的提升问题，探讨知识转移与营销能力之间的内在关系，以期为我国其他城商行提供借鉴与参考，不仅如此，对其他金融机构提升营销能力也具有一定的应用价值和现实意义。

With the rapid development of economy and society entering the stage of knowledge economy, the traditional enterprise management mode and management concept can more and more not control and explain the rise and fall of some enterprises, and knowledge management has gradually become one of the important abilities for the survival and development of organizations in this era. As the main body of modern financial structure, it is crucial to enhance their marketing ability to enhance the core competitiveness of commercial banks. The rapid development of information technology has a huge impact on people's lifestyle and consumption behavior, and the emergence of network finance brings great challenges to the development of commercial banks. At the same time, commercial banks belong to a highly concentrated knowledge-based industry. How to solve the problem of improving commercial banks' marketing ability through knowledge management is the focus of current research. As a local city commercial bank, facing a lot of pressure, the improvement of marketing ability is more urgent.

 In order to ensure the scientificity and rigor of this research, this paper does a lot of basic research work, first introduces the research background of commercial bank marketing ability improvement; secondly, review the existing research to seek theoretical support; again, summarize the current situation of knowledge transfer and marketing ability improvement of Lanzhou Bank from marketing exploration and marketing development.on this basis, To analyze the influence mechanism of knowledge transfer and marketing ability improvement of commercial banks, Introduce marketing exploration and marketing development as a measure of marketing capacity improvement, Introducing the absorption, externalization, integration, and internalization of knowledge as measures of knowledge transfer, Building a relational model for knowledge transfer and marketing capacity improvement, Furthermore, we propose the relevant research hypothesis, To verify the proposed hypothesis, It aims to clarify the strength degree and related mechanism of knowledge transfer and marketing ability improvement; Further with active knowledge management as the starting point, Put forward the countermeasures to promote the marketing ability improvement of Lanzhou Bank from six aspects: market perception, knowledge refining, strategy improvement, market learning, knowledge update and strategy reconstruction; Finally, this paper makes corresponding answers and responses to the innovation and deficiency of research, And to give their own insights on the future research directions, In order to provide ideas for the subsequent research.

This paper studies the improvement of marketing ability of Lanzhou Bank from the perspective of knowledge transfer, and discusses the internal relationship between knowledge transfer and marketing ability, in order to provide reference and reference for other city commercial banks in China. Moreover, it also has certain application value and practical significance for the improvement of marketing ability of other financial institutions.