建设银行长沙天心支行产品服务营销策略研究

发布时间：2018-08-07 12:35

【摘要】：我国加入WTO以后，外资银行不断进入，进入我国的外资银行都是实力雄厚、资信度高的大型跨国银行，相对国有商业银行，它们在财务、体制、网络建设、经营、创新等方面存在优势，会给我国银行业带来冲击，如业务上的竞争、金融人才的争夺、优质客户的竞争等。同时，国内银行业的竞争也不断加强。如何应对国内外越来越激烈的竞争，并在竞争中获取自己的竞争优势是每个银行都要去考虑的问题。在客户地位日益提高的今天，怎么样提供客户满意的服务，争取并留住客户，，是银行在竞争中取胜的关键。本文以建设银行天心支行为例。首先，概括介绍选题的背景、意义和研究的思路与方法，接着，系统综述了当前银行营销的先进理论以及服务营销的理论；然后，分析了建设银行长沙天心支行金融产品的营销现状、存在的问题，并通过SWOT分析法对建设银行长沙天心支行所处的背景进行深入分析。针对建设银行长沙天心支行的营销现状，提出了一系列的改进措施与影响策略，包括：关系营销策略、差异化促销策略、有形展示策略、客户终身价值管理策略等。同时，为了实现建设银行长沙天心支行营销策略的正常实施，从组织体系的变革、观念的转变、制定考核制度、完善培训开发体系、改革薪酬体系和建立信息支持系统等方面制定了相关的保障措施。本文依据建设银行长沙天心支行的实际情况，运用科学方法，设计了一整套有针对性、可操作的营销策略体系，该体系对加强建设银行长沙天心支行的产品服务营销有较大的促进作用，对同行服务营销具有一定的借鉴作用。
[Abstract]:After China's entry into the WTO, the foreign banks entering our country are all large multinational banks with strong strength and high level of capital trust. Compared with the state-owned commercial banks, they are in finance, system, network construction and operation. There are advantages in innovation, which will impact our banking industry, such as competition in business, competition for financial talents, competition for high quality customers and so on. At the same time, the competition of the domestic banking industry is also increasing. How to deal with the increasingly fierce competition at home and abroad and gain their own competitive advantage in the competition is a problem that every bank should consider. Nowadays, with the increasing status of customers, how to provide customer satisfactory service and win over and retain customers is the key for banks to win in the competition. This paper takes the Tianxin Branch of China Construction Bank as an example. First, the background, significance and research ideas and methods of the topic are introduced. Then, the advanced theory of bank marketing and the theory of service marketing are systematically summarized. This paper analyzes the marketing status and problems of the financial products of Changsha Tianxin Branch of China Construction Bank, and analyzes the background of Changsha Tianxin Branch of China Construction Bank through SWOT analysis. According to the marketing situation of Changsha Tianxin Branch of China Construction Bank, this paper puts forward a series of improvement measures and influence strategies, including: relationship marketing strategy, differential promotion strategy, tangible display strategy, customer lifetime value management strategy and so on. At the same time, in order to realize the normal implementation of marketing strategy of Changsha Tianxin Branch of China Construction Bank, from the change of organizational system and the change of concept, we should formulate the examination system and perfect the training development system. Reform the compensation system and establish information support system and other aspects of the development of relevant safeguards. According to the actual situation of Changsha Tianxin Branch of China Construction Bank, and using scientific methods, this paper designs a set of targeted and operable marketing strategy system. The system can promote the product and service marketing of Changsha Tianxin Branch of China Construction Bank, and can be used for reference.
【学位授予单位】：湖南大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F832.33;F274

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