中国农业银行QCC支行服务营销策略研究

发布时间：2018-04-16 00:26

本文选题：商业银行 + 服务营销　；参考：《吉林大学》2013年硕士论文

【摘要】：改革开放以来，伴随着市场经济的飞快发展，我国各类金融机构如雨后春笋般涌现出来。大大丰富了我国的金融市场构成，同时也打破了传统国有商业银行“一统天下”的局面。特别是随着2006年末我国承诺金融业全面开放，外资金融机构不断进入我国金融市场，加之国内其他股份制金融机构、地方性区域性金融机构的进入，加剧了我国银行业之间的竞争。国外众多商业银行都在尝试以服务营销为导向调整银行营销体系和营销重心，国内中小银行的服务营销活动也逐步开展并迅速发展起来，给我国国有商业银行带来了巨大的挑战和机遇。近年来，虽然各大国有商业银行纷纷完成体制改革并成功股改上市，但是在经营中普遍存在营销手段单一、服务营销意识淡薄、金融产品同质化及创新能力不足等问题。特别是在经营理念、服务理念等方面仍较国外商业银行甚至是一些国内新兴商业银行存在一定的差距。以中国农业银行为例，虽然在2010年成功股改上市，成为国有股份制商业银行，并取得了一些阶段性成果，但是一些历史遗留下来的固有经营理念仍没有得到彻底的转变。当然，任何事物的发展转变都有一个量变到质变的过程，绝不可能一蹴而就，但是从一些基层网点在经营理念和服务理念的理解和贯彻的情况来看，往往表现出对服务营销理念理解片面、执行教条等问题。因此作为国有商业银行的一线作战部队——基层支行如何改进其服务营销能力的研究是十分必要的。因此，笔者将以中国农业银行QCC支行为例，从其在经营管理过程中存在问题入手，通过对服务营销理念实施前后的状况进行分析，归纳出进一步完善服务营销理念的措施。文章将从五部方面展开，第一部分主要介绍了选题背景与研究意义、拟解决的问题以及研究思路与结构框架；第二部分主要介绍了商业银行服务营销的概念、特点以及服务营销组合相关理论；第三部分结合中国农业银行基层支行QCC支行基本情况，支行所处的国内环境、地区环境、金融环境，，论述了QCC支行改进策略前的经营状况、营销状况及营销中存在的问题，并对问题进行了分析；第四部分从明确整体发展规划、转变服务营销理念、客户服务差异化营销策略、服务营销组合策略、落实拼在大堂营销理念以及改进策略后产生的效果，阐述了服务营销策略的改进措施；最后一部分从建立部门协调机制、提升员工培训质量、强化团队营销理念三个方面介绍了实施服务营销策略的保障措施。
[Abstract]:Since the reform and opening up, with the rapid development of market economy, all kinds of financial institutions have sprung up.It greatly enriches the composition of financial market and breaks the situation of traditional state-owned commercial banks.In particular, with China's commitment to the full opening of the financial sector at the end of 2006, foreign financial institutions continued to enter the financial market of our country, together with the entry of other domestic joint-stock financial institutions and local regional financial institutions.Has intensified the competition between our country's banking industry.Many foreign commercial banks are trying to adjust the marketing system and marketing center of banks guided by service marketing, and the service marketing activities of domestic small and medium-sized banks are also developing step by step and develop rapidly.It brings great challenges and opportunities to our state-owned commercial banks.In recent years, although the major state-owned commercial banks have completed the system reform and successfully listed on the stock market, there are many problems such as single marketing means, weak service marketing consciousness, homogenization of financial products and insufficient innovation ability.Especially, there is still a certain gap between foreign commercial banks and even some new domestic commercial banks in the aspects of management idea and service idea.Taking the Agricultural Bank of China as an example, although it became a state-owned joint-stock commercial bank successfully in 2010, it has made some achievements, but some of the inherent management ideas left over from history have not been completely changed.Of course, there is a process of quantitative change to qualitative change in the development and transformation of anything, and it will never be achieved overnight. But from the understanding and implementation of the business philosophy and service concept of some grass-roots outlets,Often shows to the service marketing idea understanding one-sided, carries out the dogma and so on question.Therefore, it is necessary to study how to improve the service marketing ability of the state-owned commercial banks.Therefore, the author will take the QCC branch of Agricultural Bank of China as an example, start with the existing problems in the course of operation and management, analyze the situation before and after the implementation of the concept of service marketing, and conclude the measures to further perfect the concept of service marketing.The first part mainly introduces the background and significance of the topic, the problems to be solved and the research ideas and structure framework. The second part mainly introduces the concept of commercial bank service marketing.The third part combines the basic situation of QCC branch of Agricultural Bank of China, the domestic environment, regional environment and financial environment of the branch, and discusses the management situation before the improvement strategy of QCC branch.In the fourth part, from clear overall development plan, change the service marketing concept, customer service differentiation marketing strategy, service marketing combination strategy, the fourth part of the analysis of the marketing situation and marketing problems, the fourth part of the overall development plan, change the concept of service marketing, customer service differentiation marketing strategy, service marketing mix strategy,After implementing the concept of marketing in the lobby and the effect of the improvement strategy, this paper expounds the improvement measures of the service marketing strategy. The last part, from the establishment of departmental coordination mechanism to improve the quality of staff training,Strengthen the team marketing concept three aspects of the implementation of service marketing strategy security measures.
【学位授予单位】：吉林大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F274;F832.33

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