兴业银行株洲分行零售业务服务营销管理研究

发布时间：2018-03-25 00:26

本文选题：兴业银行株洲分行　切入点：服务营销　出处：《湖南大学》2012年硕士论文

【摘要】：随着全球金融业的发展和我国金融体制的改革，零售业务成为商业银行利润的主要来源之一，商业银行对零售业务服务越来越重视，为此各商业银行也都广泛进行服务营销，在提升服务水平的同时，，提高营销业绩。本文以兴业银行株洲分行为研究对象，分析其零售业务中的营销现状、零售业务服务销售管理现状与存在的问题，进而提出提升服务销售水平的对策与建议。论文首先对银行零售业营销管理的一些概念进行了界定，并对零售业务营销管理的相关理论进行了介绍。在此基础上，从兴业银行株洲分行零售业务服务营销现状入手，对现阶段株洲分行零售业务管理架构、职责划分及相应管理制度进行了分析，并开展服务满意度调查，指出其服务营销存在的问题；然后，论文提出了兴业银行株洲分行零售业务服务营销管理的优化方案，从服务营销组织设计、服务组织营销类型（发展客户经理制）、服务组织营销控制（网点零售人员绩效考评）等方面提出了具体的优化方案。最后，论文对服务营销管理方案的实施从营销观念调整、推动客户经理制加强客户价值管理、开展营销竞赛活动及加强服务营销监督和考核等方面制订了相应的保障措施。论文研究认为，兴业银行株洲分行要充分借鉴其他先进银行的经验，建立一支素质较高的客户经理管理团队和优秀的服务人才队伍。本文的创新点在于以兴业银行株洲分行为研究对象，通过分析，得出其所面临的优势、劣势、机会与威胁等方面，在此基础上提出有针对性的对策建议，对于提高兴业银行株洲分行服务营销水平，扩大零售业务规模，增强市场竞争力具有重要的实践参考价值。
[Abstract]:With the development of global financial industry and the reform of China's financial system, retail business has become one of the main sources of commercial bank profits. Commercial banks pay more and more attention to retail business services. This paper takes Zhuzhou Branch of Xingye Bank as the research object, analyzes the marketing situation in its retail business, the current situation and the existing problems of the retail service sales management. And then put forward the countermeasures and suggestions to improve the level of service sales. This paper first defines some concepts of retail marketing management of banks, and introduces the relevant theories of retail marketing management. On this basis, it starts with the current situation of retail service marketing in Zhuzhou Branch of Industrial Bank of China. This paper analyzes the management structure, responsibility division and corresponding management system of retail business in Zhuzhou Branch, and carries out a service satisfaction survey to point out the problems existing in service marketing. The paper puts forward the optimized scheme of service marketing management of retail business in Zhuzhou Branch of Industrial Bank of China, from the design of service marketing organization. In this paper, the author puts forward the specific optimization scheme of service organization marketing type (developing customer manager system and service organization marketing control). Finally, the paper adjusts the implementation of service marketing management scheme from the view of marketing. To promote the system of customer manager to strengthen the management of customer value, to carry out marketing competition activities and to strengthen the supervision and assessment of service marketing, the corresponding protection measures are formulated. The paper believes that the Zhuzhou Branch of Industrial Bank should fully learn from the experience of other advanced banks. The innovation of this paper is to take Zhuzhou Branch of Industrial Bank as the research object, and through the analysis, we can find out the advantages and disadvantages it faces. On the basis of the analysis of opportunities and threats, it is of great practical reference value to improve the service marketing level of Zhuzhou Branch of Industrial Bank, expand the scale of retail business and enhance the competitiveness of the market.
【学位授予单位】：湖南大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：F274;F832.2

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