JL银行服务营销策略改进研究

发布时间：2018-02-26 14:52

本文关键词： JL银行营销策略改进措施　出处：《吉林财经大学》2015年硕士论文　论文类型：学位论文

【摘要】：近年来,随着我国银行业改革和对外开放步伐的加快,银行业经营环境的日益复杂。要想在较为严峻的形势之下,仍然保有一份竞争力,务必要在营销方式与营销内容上下功夫。受到我国传统金融行业发展方式的影响,我国的金融行业在其营销方式、主营项目、服务方式上,都有诸多相似之处,甚至出现了“同质化”现象。而银行想要得到进一步的发展,在外来金融行业的冲击下保有一份立足之地,就务必要在营销服务上进行创新。此篇论文,主要从JL银行的发展实际入手,对其自身的优势资源、不利因素进行分析。从而深入挖掘JL银行的竞争优势与劣势,深刻剖析在这一系列现象背后的服务意识根源。同时,结合现在国际上普遍认可的4P理论、7P理论,提出了较优建设性的意见和建议,为JL银行的进一步发展、服务营销体系的建设、融资渠道的拓宽、竞争实力的增强,做出一份力所能及的贡献。本文第一章节从选题背景、选题目的、研究方法、国内外研究现状等方面对论文的研究做好理论铺垫工作;第二章节主要从商业银行服务营销的概念和服务营销的相关理论入手进行基础性阐述;第三章主要从JL银行服务营销存在的问题以及形成此问题的原因入手进行分析;第四章主要对JL银行服务营销的改进策略和措施角度对JL银行的发展完善予以指导;第五章则从JL银行服务营销体系的未来发展策略上予以对策性分析和保障。要真正促进JL银行服务营销的发展,必须要建立在实事求是的基础上。只有在对外开放的时代格局之中,引入优秀发展理念,注入新鲜血液,充实自己提升竞争力,才能在未来的发展道路中立于不败之地。此篇论文便是站在一个促进行业发展,促进国家经济建设的位置上进行分析的,也为我国的未来经济建设贡献一份自己应尽的责任和义务。
[Abstract]:In recent years, with the quickening pace of banking reform and opening to the outside world in China, the operating environment of the banking industry has become increasingly complex. We must work hard on marketing methods and marketing content. Influenced by the development of traditional financial industries in China, our financial industry has many similarities in its marketing methods, main projects, and service modes. There's even homogeneity. And if banks want to develop further, and keep a foothold under the impact of the foreign financial industry, they have to innovate in their marketing services. Starting from the actual development of JL Bank, this paper analyzes its own advantage resources and disadvantage factors, thus deeply excavating the competitive advantages and disadvantages of JL Bank, deeply analyzing the root of service consciousness behind this series of phenomena, at the same time, Combined with the 4P theory and 7P theory, which is generally accepted in the world, this paper puts forward some suggestions and suggestions for the further development of JL Bank, the construction of service marketing system, the widening of financing channels and the enhancement of competitive strength. The first chapter of this paper from the background of the topic, the purpose of the topic, research methods, research status at home and abroad to do a good job of theoretical research; The second chapter mainly from the commercial bank service marketing concept and the service marketing related theory carries on the basic elaboration, the third chapter mainly from JL bank service marketing existence question and the reason which forms this question carries on the analysis; Chapter 4th mainly guides JL bank's development and perfection from the angle of improving strategy and measure of JL bank's service marketing. Chapter 5th, from the future development strategy of JL banking service marketing system, to give a strategic analysis and protection, to really promote the development of JL banking service marketing, It must be established on the basis of seeking truth from facts. Only in the era of opening up to the outside world can we introduce the concept of excellent development, inject fresh blood and enrich ourselves to enhance our competitiveness. In order to be in an invincible position on the road of future development, this paper is to be analyzed from the position of promoting the development of the industry and promoting the economic construction of the country. It also contributes to our country's future economic construction.
【学位授予单位】：吉林财经大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F274;F832.33

【相似文献】