商业银行网点营销服务模式研究
发布时间：2019-05-21 11:45
【摘要】：中国加入世界贸易组织后取消了国民待遇方面的限制,放宽了对市场准入的限制,外资凭借先进的管理经验和金融产品,与中资商业银行抢占高端客户市场,我国银行业面临着新一轮的发展机遇和更加严峻的挑战。另外随着我国经济的快速发展,客户不仅仅满足于商业银行的传统服务方式,在财富的保值和增值、资金运用的多元化、服务体验和服务安全以及交易渠道的便利化等方面对商业银行提出了新的要求和服务期望。作为面对客户最基层的服务网点如果还保持传统的服务模式,将不能够满足客户的需求和市场发展的需要,急需从布局、管理、营运等方面进行变革,以满足客户的各项需求,提高自身的竞争实力。 本文从商业银行当前的经营管理现状开始研究,结合银行营销的相关理论,阐述了我国商业银行目前的营销模式现状,提出我国商业银行亟待解决的服务效率低、自助设备作用发挥不充分、客户整体服务体验差等问题,通过借鉴东西方先进国家的网点营销模式,针对我国的实际国情,提出重新构建商业银行的营销服务模式和功能定位,并加大客户经理团队建设,进行网点流程改进等策略。
[Abstract]:After China's accession to the World Trade Organization (WTO), China has lifted restrictions on national treatment and relaxed restrictions on market access. With advanced management experience and financial products, foreign capital and Chinese commercial banks have seized the high-end customer market. China's banking industry is facing a new round of development opportunities and more severe challenges. In addition, with the rapid development of China's economy, customers are not only satisfied with the traditional service mode of commercial banks, in the preservation and appreciation of wealth, the diversification of the use of funds. Service experience and service security, as well as the facilitation of trading channels, put forward new requirements and service expectations for commercial banks. As the most basic service network facing customers, if the traditional service mode is maintained, it will not be able to meet the needs of customers and the needs of market development, and it is urgent to carry out changes from the aspects of layout, management, operation and so on, in order to meet the needs of customers. Improve their own competitive strength. This paper begins with the research on the present situation of operation and management of commercial banks, combined with the relevant theories of bank marketing, expounds the present situation of marketing mode of commercial banks in China, and puts forward that the service efficiency of commercial banks in China is low. The function of self-help equipment is not enough, and the overall service experience of customers is poor. By drawing lessons from the network marketing mode of eastern and western advanced countries, and according to the actual national conditions of our country, this paper puts forward to reconstruct the marketing service mode and function orientation of commercial banks. And increase the construction of account manager team, network process improvement and other strategies.
【学位授予单位】：首都经济贸易大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F274;F832.33
本文编号：2482078
[Abstract]:After China's accession to the World Trade Organization (WTO), China has lifted restrictions on national treatment and relaxed restrictions on market access. With advanced management experience and financial products, foreign capital and Chinese commercial banks have seized the high-end customer market. China's banking industry is facing a new round of development opportunities and more severe challenges. In addition, with the rapid development of China's economy, customers are not only satisfied with the traditional service mode of commercial banks, in the preservation and appreciation of wealth, the diversification of the use of funds. Service experience and service security, as well as the facilitation of trading channels, put forward new requirements and service expectations for commercial banks. As the most basic service network facing customers, if the traditional service mode is maintained, it will not be able to meet the needs of customers and the needs of market development, and it is urgent to carry out changes from the aspects of layout, management, operation and so on, in order to meet the needs of customers. Improve their own competitive strength. This paper begins with the research on the present situation of operation and management of commercial banks, combined with the relevant theories of bank marketing, expounds the present situation of marketing mode of commercial banks in China, and puts forward that the service efficiency of commercial banks in China is low. The function of self-help equipment is not enough, and the overall service experience of customers is poor. By drawing lessons from the network marketing mode of eastern and western advanced countries, and according to the actual national conditions of our country, this paper puts forward to reconstruct the marketing service mode and function orientation of commercial banks. And increase the construction of account manager team, network process improvement and other strategies.
【学位授予单位】：首都经济贸易大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F274;F832.33
【引证文献】
相关期刊论文 前1条
1 江启泓;;体验式营销视角下的商业银行金融服务[J];福建金融;2015年08期
相关博士学位论文 前1条
1 彭纯;商业银行组织管理模式研究[D];华东师范大学;2006年
相关硕士学位论文 前1条
1 王晶;互联网金融对商业银行影响研究[D];西北大学;2015年
，本文编号：2482078
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