浦发银行中小企业客户关系营销研究

发布时间：2018-02-12 19:59

本文关键词： 关系营销中小企业关系型贷款浦发银行　出处：《中国海洋大学》2012年硕士论文　论文类型：学位论文

【摘要】：随着金融市场的开放和国内银行业竞争日趋激烈,大型企业的信贷需求市场日益饱和。相比之下,中小企业的融资需求旺盛,中小企业客户信贷市场成为了银行新的利润增长点。积极发展中小企业客户、建立稳固的客户关系,是浦发银行在竞争中寻求发展的必然趋势。因此,对浦发银行中小企业客户关系营销进行深入分析,制定出合适的营销策略显得尤为重要。关系营销是现代营销学的一大变革,作为交易营销的极大发展,它的出现使得以短期交易为主的营销被以长期关系为中心的营销所代替。中小企业已成为浦发银行的重要客户来源,因此,中小企业客户关系营销是浦发银行关系营销的重要组成部分。中小企业客户的特点使得商业银行信贷成为其最重要的融资来源之一,关系型贷款这一特殊的信贷方式符合银行客户关系营销的基本特征,非常适合中小企业,是银行开展中小企业全面关系营销的良好切入点。浦发银行开展中小企业关系型贷款及关系营销业务既存在一定的优势,又存在一些劣势,既获得了良好的机会,又面临着不少威胁。因此,正确的目标市场选择显得尤为重要。目前,浦发银行在中小企业业务中取得了不俗的成绩,但也存在一些问题与不足,主要表现在以下方面：营销层次仍处于低水平、配套服务和网点还尚不健全、组织架构仍不完善,人员配备不尽合理、中小企业客户关系营销业务激励措施不够到位、关系营销的目标对象范围过窄等。针对这些不足,浦发银行应在关系型贷款的基础上制定中小企业关系营销策略,这些策略应包括产品组合策略、服务策略、客户关系拓展与维护策略、营销渠道、网点设置和员工内部激励策略等内容。对浦发银行A分行开展的关系型贷款业务及由此展开的客户关系营销进行案例研究,结果表明,浦发银行A分行较充分运用了产品组合策略、服务策略、客户关系拓展与维护策略等一系列客户关系营销策略。在中小企业业务方面的表现良好,服务水平比较高,充分证实了各种营销策略的有效性。
[Abstract]:With the opening up of the financial market and the increasingly fierce competition in the domestic banking sector, the credit demand market of large enterprises is increasingly saturated. In contrast, the financing needs of small and medium-sized enterprises are strong. The customer credit market of small and medium-sized enterprises has become a new profit growth point of banks. It is an inevitable trend for Pudong Development Bank to seek development in the competition by actively developing small and medium-sized enterprise customers and establishing stable customer relationships. It is very important to analyze the customer relationship marketing of the small and medium sized enterprises of Pudong Development Bank and to work out the appropriate marketing strategy. Relationship marketing is a great change in modern marketing, as a great development of transaction marketing. Because of its emergence, the marketing based on short-term transactions is replaced by long-term relationship oriented marketing. Small and medium-sized enterprises have become an important customer source of Pudong Development Bank, so, Customer relationship marketing of small and medium-sized enterprises is an important part of relationship marketing of Pudong Development Bank. The characteristics of small and medium-sized enterprises make commercial bank credit become one of its most important sources of financing. Relationship loan, a special credit method, accords with the basic characteristics of bank customer relationship marketing, and is very suitable for small and medium-sized enterprises. It is a good entry point for banks to carry out comprehensive relationship marketing of small and medium-sized enterprises. Shanghai Development Bank has both some advantages and disadvantages in developing the relationship loans and relationship marketing business of small and medium-sized enterprises, and has obtained good opportunities. It is also facing many threats. Therefore, it is particularly important to choose the right target market. At present, the Pudong Development Bank has made good achievements in the business of small and medium-sized enterprises, but there are also some problems and shortcomings. The main performance in the following aspects: marketing level is still in a low level, supporting services and outlets are not perfect, organizational structure is still imperfect, staffing is not reasonable, small and medium-sized enterprises customer relationship marketing incentives are not in place. The target range of relationship marketing is too narrow and so on. In view of these shortcomings, Shanghai Development Bank should formulate SME relationship marketing strategy on the basis of relational loans. These strategies should include product combination strategy, service strategy, etc. Customer relationship development and maintenance strategy, marketing channels, network setting and employee internal incentive strategy, etc. The case study on the relationship loan business and the customer relationship marketing carried out by A Branch of Shanghai Development Bank shows that the branch A of Shanghai Development Bank makes full use of the product portfolio strategy and service strategy. A series of customer relationship marketing strategies, such as customer relationship expansion and maintenance strategy, are well performed in small and medium-sized enterprises, and the service level is relatively high, which fully proves the effectiveness of various marketing strategies.
【学位授予单位】：中国海洋大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：F832.33;F275

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