Improving the management of system of marketing researches in the company
Jazyk: | ruština |
---|---|
Rok vydání: | 2019 |
Předmět: |
ÑÑÑекÑивноÑÑÑ Ð¼Ð°ÑкеÑинговÑÑ Ð¸ÑÑледований
types of marketing researches stages of the marketing researches маÑкеÑинговÑе иÑÑÐ»ÐµÐ´Ð¾Ð²Ð°Ð½Ð¸Ñ information collection маÑкеÑинг Ð²Ð¸Ð´Ñ Ð¼Ð°ÑкеÑинговÑÑ Ð¸ÑÑледований ÑÐ±Ð¾Ñ Ð¸Ð½ÑоÑмаÑии ÑÑÐ°Ð¿Ñ Ð¿ÑÐ¾Ð²ÐµÐ´ÐµÐ½Ð¸Ñ Ð¼Ð°ÑкеÑинговÑÑ Ð¸ÑÑледований mar-keting researches оÑенка ÑÑÑекÑивноÑÑи маÑкеÑинговÑÑ Ð¸ÑÑледований marketing researches |
DOI: | 10.18720/spbpu/3/2019/vr/vr19-3442 |
Popis: | ÐбÑекÑом иÑÑÐ»ÐµÐ´Ð¾Ð²Ð°Ð½Ð¸Ñ ÑвлÑеÑÑÑ ÐÐР«Ðанк «СанкÑ-ÐеÑеÑбÑÑг». ЦелÑÑ Ð²ÑпÑÑкной квалиÑикаÑионной ÑабоÑÑ ÑвлÑеÑÑÑ Ð°Ð½Ð°Ð»Ð¸Ð· ÑпÑÐ°Ð²Ð»ÐµÐ½Ð¸Ñ ÑиÑÑемой маÑкеÑинговÑÑ Ð¸ÑÑледований ÐÐР«Ðанк «СанкÑ-ÐеÑеÑбÑÑг» Ð´Ð»Ñ Ð¿ÑинÑÑÐ¸Ñ ÑеÑÐµÐ½Ð¸Ñ Ð¾ меÑÐ°Ñ Ð¿Ð¾ повÑÑÐµÐ½Ð¸Ñ Ð¸Ñ ÑÑÑекÑивноÑÑи. Ðа оÑнове анализа ÑинанÑового ÑоÑÑоÑÐ½Ð¸Ñ Ð¿ÑедпÑиÑÑÐ¸Ñ Ð¸ ÑиÑÑÐµÐ¼Ñ Ð¼Ð°ÑкеÑинговÑÑ Ð¸ÑÑледований на пÑедпÑиÑÑии бÑли вÑÑÐ²Ð»ÐµÐ½Ñ Ð¾ÑновнÑе пÑÐ¾Ð±Ð»ÐµÐ¼Ñ Ð² пÑоведении маÑкеÑинговÑÑ Ð¸ÑÑледований в ÐÐР«Ðанк «СанкÑ-ÐеÑеÑбÑÑг». ÐÑли ÑазÑабоÑÐ°Ð½Ñ Ð¼ÐµÑÑ Ð´Ð»Ñ Ð¿ÑивлеÑÐµÐ½Ð¸Ñ ÑоÑÑÑдников и клиенÑов к ÑÑаÑÑÐ¸Ñ Ð² маÑкеÑинговÑÑ Ð¸ÑÑледованиÑÑ Ð¸ ÑеÑÑÐ½Ð¾Ð¼Ñ Ð¾ÑвеÑÑ Ð½Ð° вопÑоÑÑ ÑеÑпонденÑов Ð´Ð»Ñ ÐºÐ°ÑеÑÑвенного иÑÑледованиÑ. Сделан пÑогноз оÑновнÑÑ ÑинанÑовÑÑ Ð¿Ð¾ÐºÐ°Ð·Ð°Ñелей деÑÑелÑноÑÑи ÐÐР«Ðанк «СанкÑ-ÐеÑеÑбÑÑг» - акÑивÑ, кÑедиÑнÑй поÑÑÑелÑ, вкладÑ, Ð²Ð»Ð¾Ð¶ÐµÐ½Ð¸Ñ Ð² ÑеннÑе бÑмаги и ÑобÑÑвеннÑй капиÑал - поÑле внедÑÐµÐ½Ð¸Ñ Ð½Ð¾Ð²Ð¾Ð¹ меÑодики маÑкеÑингового иÑÑледованиÑ. ÐнедÑение новой меÑодики маÑкеÑингового иÑÑÐ»ÐµÐ´Ð¾Ð²Ð°Ð½Ð¸Ñ Ð¿ÑÐ¸Ð²ÐµÐ´ÐµÑ Ðº повÑÑÐµÐ½Ð¸Ñ Ð²ÑÐµÑ Ð¾ÑновнÑÑ ÑинанÑовÑÑ Ð¿Ð¾ÐºÐ°Ð·Ð°Ñелей пÑедпÑиÑÑиÑ, ÑÑо повÑÑÐ¸Ñ ÐµÐ³Ð¾ ÑÑÐ¾Ð²ÐµÐ½Ñ Ð½Ð° ÑÑнке и конкÑÑенÑоÑпоÑобноÑÑÑ. The object of the research is PJSC "Bank Saint Petersburg". The purpose of the final qualifying work is to analyze the man-agement of the marketing research system of Bank Saint Petersburg PJSC in order to make a decision on measures to improve their effectiveness. Based on the analysis of the financial condition of the company and the marketing research system at the enterprise, the main problems in conducting marketing research in Bank Saint Petersburg PJSC were identified. Measures were developed to attract employees and customers to participate in marketing research and to honestly answer the respondents' questions for qualitative research. A forecast was made of the main financial indicators of Bank Saint Petersburg's activities - assets, loan portfolio, deposits, investments in securities and equity - after the introduction of a new marketing research methodology. The introduction of a new marketing research methodology will lead to an increase in all the main financial indicators of the enterprise, which will increase its level in the market and competitiveness. |
Databáze: | OpenAIRE |
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