山东邮政金融服务营销体系建设研究

发布时间：2018-01-09 05:11

本文关键词：山东邮政金融服务营销体系建设研究　出处：《山东大学》2012年硕士论文　论文类型：学位论文

【摘要】：2006年以来,根据党中央和国务院的统一改革部署,邮政先后经历了政企分开、邮储银行组建、速递专业化经营等重大改革。改革后邮政企业面临着一方面履行国家普遍服务义务,为城乡居民提供民生服务平台的社会责任；另一方面要按照现代企业制度的要求,转变经济增长方式,加快业务结构调整,加快建立公司化运作的现代大型国有企业。但随着改革的不断深入,企业业务结构失衡、产品定位不清晰、劳动生产率低、营销人员能力不足等问题日益突出,不能满足企业发展需要。特别是随着邮政金融业务体制改革的不断深入,企业面临着更加复杂的发展环境,而且随着经济的发展,客户的金融需求呈现多样化趋势。邮政企业需要根据新的形势研究建设金融服务营销体系,建立高素质的专职营销队伍,理顺业务发展条线,调动人员积极性,提高人工效能,以应对市场竞争。本文运用企业管理、市场营销方面的有关基础理论并结合邮政企业的现状,采用定性与定量相结合的分析方法,从微观层面重点探讨了适合山东邮政的营销体系建设的设想。论文首先阐述了关于金融服务营销模式及基础理论研究,并阐述了营销体系建设的含义；然后分别分析了我国服务企业营销体系建设的企业内、外部环境,分析山东邮政金融产品结构和营销体系建设现状；并在对山东邮政营销体系建设策略的深入研究及配置模式的科学选择后,结合单位改革工作实际推进情况,从企业营销现状及存在突出问题的剖析入手,从微观层面提出了企业营销体系建设方案。方案分别从发展定位、营销战略、产品优化、人力配置等方面提出了邮政金融服务营销体系建设构想,从薪酬制度改革、重建绩效考核机制的内部激励制度体系、建立教育培训积分为主的教育培训体系提升人员素质等方面阐述了提升企业营销能力的途径,并对企业营销体系建设的后续发展提出设想规划。通过对山东邮政金融营销体系的实证研究,提出了金融营销体系建设策略,以期对营销管理工作有一定的参考价值,为邮政行业提高企业效益提供有效借鉴。
[Abstract]:Since 2006, according to the CPC Central Committee and the reform of the unified deployment of the State Council, the post has gone through the separation of government and enterprise, the postal savings bank building, express professional management and other major reforms. After the reform of postal enterprises facing to national universal service obligations, providing public services platform for urban and rural residents social responsibility; on the other hand, according to the modern enterprise the requirements of the system, change the mode of economic growth, accelerate the adjustment of business structure, accelerate the establishment of the company's operation of the modern large-scale state-owned enterprises.
But with the deepening of the reform, enterprise business structure imbalance, product positioning is not clear, low labor productivity, marketing personnel lack of capacity has become increasingly prominent, can not meet the needs of enterprise development. Especially with the reform of the financial system of postal business constantly, enterprises are facing a more complex development environment, and with the development of economy, customer the financial needs of diversified. Postal enterprises need according to the new situation of the construction of financial service marketing system, the establishment of high-quality professional marketing team, straighten out the business development line, mobilize the enthusiasm of staff, improve the efficiency of artificial, to respond to market competition.
This paper uses the basic theory about enterprise management, marketing and combining the current situation of postal enterprises, analyzed by qualitative and quantitative methods, discusses the construction of marketing system for Shandong postal service from the micro level point. The paper first expounds on financial services marketing mode and basic theory research, and expounds the marketing system the construction of meaning; then analyzes the marketing system construction of our country service enterprises, external environment, analysis of Shandong postal financial product structure and marketing system construction; and in the scientific selection of Shandong Postal Marketing System Construction Strategy Research and configuration mode, to promote the actual situation combined with the reform work, starting from the the present situation of enterprise marketing and analyzes the problems existing in the construction scheme of enterprise marketing system is put forward from the micro level. Different from the scheme The development of positioning, marketing strategy, product optimization, puts forward the idea of postal financial service marketing system construction from the aspects of human resource allocation, salary system reform, system of internal incentive performance appraisal mechanism reconstruction, establish education and training integration based education and training system, improving the quality of personnel and other aspects of the way to enhance the marketing ability, and puts forward the tentative idea planning on future development of the construction of enterprise marketing system. Through the empirical research on Shandong postal finance marketing system, put forward the strategy of building the financial marketing system, with a view to the marketing management work has a certain reference value to improve the efficiency of the enterprise to provide effective reference for the postal industry.

【学位授予单位】：山东大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：F274;F832.2

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