中国商业银行的服务营销研究

发布时间：2018-05-05 18:27

本文选题：商业银行 + 服务营销程度　；参考：《中国政法大学》2013年硕士论文

【摘要】：2007年以来，中国对外资银行实行了全面开放，允许其从事多项人民币业务，中国国内的商业银行面临着与拥有丰富的服务营销经验的外资银行争夺客户的局面，因而研究和实践银行服务营销非常有必要。2012年，中国国内的商业银行进一步对内开放，允许民营资本进入银行业，，中国的银行业进入了一个新的发展阶段，因而研究和实践银行服务营销非常重要。本文分为六个部分，第一部分为文章的绪论，分析了中国国内商业银行服务营销的研究背景、目的、意义、思路、方法、研究假设及本文的创新点。第二部分梳理了银行服务营销的文献综述，分析了银行服务营销的基本理论，总结了国内外关于银行服务营销理论研究的历史和现状。第三部分是银行服务营销的概述情况介绍，从服务的定义和内涵、银行服务营销的特点、银行服务营销的目的等方面进行了阐述。第四部分是银行服务营销的理论推导，分析和推导出了几个对银行服务营销程度指数影响较大的变量。第五部分是本文的实证部分，确定了各家银行的服务营销程度指数排序，然后结合各家银行的资质，对二者进行了匹配，得出了相应的分析结果。第六部分是本文的结论和解决措施部分，本章对本文进行了总结和归纳，提出了相应的措施方法。通过研究分析，本文得出如下结论：（1）银行开展服务营销的状况与其当期营业收入（R）、当前自有资金（A）、公众存款（F）、营业现金流量（O）等资质条件高度相关，银行应当根据自身定位而进行服务营销的决策；（2）4V理论在分析银行服务营销程度方面重要性非常突出，它不同于以前的产品营销，尤其是核心思想方面有本质的不同，4V理论指明了银行在营销过程中必须覆盖的范围，从而为银行服务营销提供了一种新的方法。
[Abstract]:Since 2007, China has fully opened up foreign banks to allow them to engage in a number of RMB businesses. Domestic commercial banks in China are faced with the situation of competing for customers with foreign banks with rich experience in service marketing. Therefore, it is necessary to study and practice banking service marketing. In 2012, China's domestic commercial banks were further opened to the outside world, allowing private capital to enter the banking sector, and China's banking industry entered a new stage of development. Therefore, the research and practice of banking service marketing is very important. This paper is divided into six parts, the first part is the introduction of the article, analyzes the research background, purpose, significance, thought, method, research hypothesis and innovation of this paper. The second part summarizes the literature review of banking service marketing, analyzes the basic theory of banking service marketing, summarizes the history and current situation of the research on banking service marketing theory at home and abroad. The third part is an overview of banking service marketing, from the definition and connotation of the service, the characteristics of banking service marketing, the purpose of banking service marketing. The fourth part is the theoretical derivation of banking service marketing. The fifth part is the empirical part of this paper, which determines the ranking of the service marketing degree index of each bank, and then combines the qualification of each bank to match the two, and obtains the corresponding analysis results. The sixth part is the conclusion and solution of this paper, this chapter summarizes and summarizes this paper, and puts forward the corresponding measures. Through research and analysis, this paper draws the following conclusions: (1) the status of banks in carrying out service marketing is highly related to their current operating income, their current private funds, public deposits, and operating cash flows. The theory that banks should make service marketing decisions according to their own positioning is very important in analyzing the degree of banking service marketing. It is different from previous product marketing. In particular, the essential different 4V theory of core ideology indicates the scope that banks must cover in the process of marketing, thus providing a new method for bank service marketing.
【学位授予单位】：中国政法大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F274;F832.33

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