包商银行赤峰分行服务营销策略研究

发布时间：2018-04-23 07:58

本文选题：服务营销 + 品牌建设　；参考：《辽宁大学》2012年硕士论文

【摘要】：2006年12月1日开始,我国有13个城市允许外资银行允许经营人民币业务,这标志着中国完成了入世的“过渡期”。金融业作为“过渡期”最长时间的业务,将迎来国内其他银行业竞争对手的激烈挑战。面对这种金融全球化的形势,国内基层商业银行普遍存在着营销手段不丰富、服务意识差、金融产品缺乏创新能力等一系列问题,此类问题如果得不到有效解决,在将来银行客户接受外资银行金融界先进、规范的服务模式,那么对于基层商业银行所带来的竞争冲击,将是巨大的、无法估量的。所以,为了有效提高银行的读物营销能力,提高竞争力,我们有迫切需要研究竞争策略。银行是比较典型的服务类企业,竞争优势的建立很大一部分取决于服务水平的高低。20世纪60年代时期,欧美学者开始专门研究服务营销进。他们针对服务的定义、特征、服务质量、服务设计、服务营销组合等方面问题开展了详细、深刻的研究,服务营销在这些学者的不断探索和完善中逐渐形成为一套较为完善的理论。本文采用服务营销理论和方法,以一个国内基层商业银行管理者的角度,结合基层商业银行的实践经营经验,加之对国内外服务营销成功案例的一系列剖析,在此基础上提出了包商银行赤峰分行服务营销策略的实施方向和建议,简单概括为通过树立服务营销意识,改进服务流程,提高服务质量,重塑服务营销组合四方面,来进一步提高包商银行赤峰分行的服务营销水平。本文共有五个章节,绪论部分,首先阐述了研究背景和研究意义,回顾了国内外服务营销理论发展以及商业银行营销理论的发展过程,为本文开展研究的内容提供了理论基础；第一章,针对商业银行开展服务营销的理论基础和一般方法进行了阐述,为包商银行赤峰分行的服务营销战略实施提供了理论研究方法；第二章,分析了我国商业银行的服务营销环境,对我国商业银行的营销特点进行了总结,从宏观、微观、外部、内部四个角度进行分析；第三章介绍包商银行以及赤峰分行的概况,并着重对赤峰分行服务营销现状进行分析,寻求进行服务营销改进的原因；第四章,在前面三节的基础上发现包商银行赤峰分行服务营销中存在的问题；本文第五部分,基于前面的分析和总结,探索性的提出了包商银行赤峰分行实施服务营销的策略以及方法。总之,基于本人在赤峰包商银行多年工作经验的基础上,应用在MBA阶段学习到的一系列服务营销知识,尝试性的提出一些服务营销对策,以提高本分行未来服务水平。由于本人理论把握能力和实践经验的有限,文中难免存在一些不尽人意的地方,敬请各位评审老师及答辩专家指正,本人将继续在理论学习和实践经验等方面深入探讨,力争作出自己的努力,在商业银行服务营销领域上有所贡献。
[Abstract]:Since December 1, 2006, 13 cities in China have allowed foreign banks to allow foreign banks to engage in RMB business, which marks the "transitional period" of China's entry into WTO. As the longest business in the transitional period, the financial industry will face fierce challenges from other domestic banking competitors. Faced with this situation of financial globalization, domestic grass-roots commercial banks generally have a series of problems, such as insufficient marketing means, poor service awareness, lack of innovative ability of financial products, and so on. If such problems are not effectively resolved, In the future, the bank customers will accept the advanced and standardized service model of the foreign banks and financial circles, so the competition impact brought by the grass-roots commercial banks will be huge and incalculable. Therefore, in order to effectively improve the reading ability of banks and improve competitiveness, we urgently need to study competitive strategies. Bank is a typical service enterprise. The establishment of competitive advantage depends on the level of service. In the 1960s, European and American scholars began to study the development of service marketing. They conducted a detailed and in-depth study on the definition, characteristics, quality of service, service design, service marketing mix, etc. Service marketing is gradually formed into a more perfect theory in the continuous exploration and perfection of these scholars. This article adopts the service marketing theory and method, from the angle of a domestic grass-roots commercial bank manager, unifies the practice management experience of the grass-roots commercial bank, in addition to the domestic and foreign service marketing success case series analysis, On this basis, the paper puts forward the implementation direction and suggestion of service marketing strategy of Chifeng Branch of contractor Bank, which can be summarized as four aspects: establishing service marketing consciousness, improving service flow, improving service quality and reshaping service marketing mix. To further improve the contractor bank Chifeng branch service marketing level. This article has five chapters, the introduction part, first elaborated the research background and the research significance, reviewed the domestic and foreign service marketing theory development as well as the commercial bank marketing theory development process, has provided the theory foundation for this article research content; In the first chapter, the theoretical basis and general methods of service marketing of commercial banks are expounded, which provides a theoretical research method for the implementation of service marketing strategy of Chifeng Branch of the contractor Bank. This paper analyzes the service marketing environment of commercial banks in China, summarizes the marketing characteristics of commercial banks in China, and analyzes the marketing characteristics from the macro, micro, external and internal perspectives. Chapter three introduces the general situation of the contractor Bank and Chifeng Branch. And focuses on the Chifeng branch service marketing status quo analysis, seeking for the reasons for service marketing improvement; chapter four, on the basis of the first three sections found the contractor bank Chifeng branch service marketing problems; the fifth part of this article, Based on the above analysis and summary, this paper puts forward the strategy and method of service marketing in Chifeng Branch of contractor Bank. In a word, based on my working experience in Chifeng contractor Bank for many years, applying a series of service marketing knowledge learned in MBA stage, I try to put forward some service marketing countermeasures in order to improve the service level of this branch in the future. Due to my limited ability to grasp the theory and experience in practice, there are inevitably some unsatisfactory places in this paper. I would like to ask all the judges and experts to correct it. I will continue to explore the theoretical learning and practical experience in depth. Strive to make their own efforts, in the commercial banking service marketing field has contributed.
【学位授予单位】：辽宁大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：F274;F832.33

【参考文献】