北京银行天津分行客户服务营销策略研究

发布时间：2018-04-08 16:51

本文选题：北京银行天津分行　切入点：客户服务营销　出处：《河北工业大学》2013年硕士论文

【摘要】：从目前银行客户服务营销情况看，现有服务营销体系与标准化的服务要求之间仍然存在较大差距，制约了银行业务的快速发展。因此，缩小目前服务营销体系与标准化服务之间的差距，是加快服务创新、增强核心竞争力、推动银行业务高速发展的当务之急。在使用服务营销组合要素的方法来分析后，可以看出本行主要存在的问题包括人员、过程和有形展示三个方面。人员方面存在的问题有一线服务理念较旧、客户关系管理能力不足、对于不同类型客户的产品和服务缺少差异化等；过程方面的问题包括对于计划的服务执行力不强、没有建立完善的监督反馈机制等；在有形展示方面则存在无特定部门负责广告宣传不适用、需要统一完善网点设施布局、营销传播力度不足等问题。针对这些问题，，本行在人员策略上采用了为一线人员建立服务标准、建立服务理念、加大客户关系管理及针对不同客户实施差异化营销等方法；其中过程方面的策略包括了改善服务过程，提高服务质量和设立监督反馈机制；有形展示方面的策略则涵盖了专门部门负责的策略制定和实施、建立统一规范标准、加大企业广告宣传的投入这三方面内容。本文通过对这些问题的深入分析和研究来完善本行营销策略，调整本行的营销模式和营销思路，希望天津分行能以一种全新的营销模式去把握市场脉搏，紧跟市场步伐。
[Abstract]:From the current situation of bank customer service marketing, there is still a big gap between the existing service marketing system and the standardized service requirements, which restricts the rapid development of banking business.Therefore, narrowing the gap between the current service marketing system and standardized services is an urgent task to speed up service innovation, strengthen core competitiveness and promote the rapid development of banking business.After using the method of service marketing combination to analyze, we can see that the main problems of the bank include personnel, process and tangible display.There are some problems in personnel, such as the old concept of service, the insufficient ability of customer relationship management, the lack of differentiation of products and services for different types of customers, and the problems in process, including the lack of ability to execute planned services.There is no perfect supervision and feedback mechanism and so on. In the aspect of tangible display there are some problems such as the lack of specific departments in charge of advertising publicity and the need to unify and perfect the layout of network facilities and the insufficient intensity of marketing communication and so on.In order to solve these problems, the bank has adopted the methods of establishing service standards, establishing service concepts, increasing customer relationship management and implementing differentiated marketing for different customers in the personnel strategy.The strategy of process includes improving service process, improving service quality and setting up supervisory feedback mechanism.Increase the input of enterprise advertisement propaganda these three respects content.This article through the thorough analysis and the research to these questions consummates our bank marketing strategy, adjusts our bank marketing pattern and the marketing mentality, hoped that Tianjin branch can grasp the market pulse with one kind of brand-new marketing pattern, closely follows the market step.
【学位授予单位】：河北工业大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F274;F832.33

【共引文献】