基于7PS理论的A银行私人银行业务服务营销研究
发布时间：2018-08-21 20:43
【摘要】：近年来,我国经济高速增长带动了居民财富的显著增加,也促使我国私人银行业务进入蓬勃发展时期。国内各银行逐渐将私人银行作为提升核心竞争力、增强盈利能力和改善业务结构的战略举措,投入巨资打造品牌形象并取得了一定成效。然而大浪淘沙,在激烈的同业竞争中,一个引入注目的变化就是：私人银行作为典型的金融服务机构,服务和营销在其成功秘诀中的地位越来越重要,它们是带来经济效益的最大法宝。可以说,服务营销理论将银行服务同样当作产品,从7PS多个方面综合发力,使服务源于内而外于形,神形兼备,让客户真正感受到私人银行的价值。 A银行作为江西地区一家具有影响力的金融机构,开拓私人银行市场的愿望非常迫切。然而起步晚,现阶段出现的“产品同质化严重、价格恶性竞争、个性特色服务较少”等服务营销问题为今后发展埋下了隐患。在机遇和挑战并存的时代,A银行私人银行业务的管理变革势在必行。 本文通过对7PS理论、私人银行服务营销特殊性、A银行辖属私人银行的服务营销SWOT分析、客户访谈分析及其启示等方面的研究,力求在理论与实践结合的基础上,以期发现A银行私人银行业务在服务营销中缺陷,提出推行7PS的策略建议,为更好的了解客户、了解竞争对手,适应市场。
[Abstract]:In recent years, China's rapid economic growth has led to a significant increase in the wealth of residents, but also prompted China's private banking business to enter a period of vigorous development. Domestic banks gradually regard private banks as a strategic measure to enhance their core competitiveness, enhance their profitability and improve their business structure. They have invested a great deal of money to create a brand image and achieved certain results. But one notable change in the fierce interbank competition is that private banks, as a typical financial services institution, are becoming more and more important in their success secrets. They are the greatest weapon of economic benefit. It can be said that the theory of service marketing also regards banking services as products, and makes comprehensive efforts from many aspects of 7PS, so that services originate from inside and out of form, and form both. As an influential financial institution in Jiangxi, Bank A is eager to open up the private banking market. However, the problems of service marketing, such as "product homogenization is serious, price is malignant competition and individual characteristic service is less", have buried hidden trouble for future development. In the times of both opportunities and challenges, it is imperative to reform the management of private banking. Based on the research of 7PS theory, the particularity of private bank service marketing and the analysis of service marketing SWOT, customer interview and enlightenment of private bank, this paper tries to combine theory with practice. In order to find out the defects of Bank A's private banking business in service marketing, this paper puts forward the strategic suggestions of implementing 7PS, so as to better understand customers, understand competitors and adapt to the market.
【学位授予单位】：南昌大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F274;F832.3
本文编号：2196298
[Abstract]:In recent years, China's rapid economic growth has led to a significant increase in the wealth of residents, but also prompted China's private banking business to enter a period of vigorous development. Domestic banks gradually regard private banks as a strategic measure to enhance their core competitiveness, enhance their profitability and improve their business structure. They have invested a great deal of money to create a brand image and achieved certain results. But one notable change in the fierce interbank competition is that private banks, as a typical financial services institution, are becoming more and more important in their success secrets. They are the greatest weapon of economic benefit. It can be said that the theory of service marketing also regards banking services as products, and makes comprehensive efforts from many aspects of 7PS, so that services originate from inside and out of form, and form both. As an influential financial institution in Jiangxi, Bank A is eager to open up the private banking market. However, the problems of service marketing, such as "product homogenization is serious, price is malignant competition and individual characteristic service is less", have buried hidden trouble for future development. In the times of both opportunities and challenges, it is imperative to reform the management of private banking. Based on the research of 7PS theory, the particularity of private bank service marketing and the analysis of service marketing SWOT, customer interview and enlightenment of private bank, this paper tries to combine theory with practice. In order to find out the defects of Bank A's private banking business in service marketing, this paper puts forward the strategic suggestions of implementing 7PS, so as to better understand customers, understand competitors and adapt to the market.
【学位授予单位】：南昌大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F274;F832.3
【引证文献】
相关硕士学位论文 前3条
1 尧根荣;滁州联通公司4G业务营销策略研究[D];安徽大学;2016年
2 陈潜;我国商业银行私人银行业务发展策略探究[D];安徽大学;2016年
3 胥瑞虎;A银行私人银行业务的发展策略研究[D];扬州大学;2015年
，本文编号：2196298
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